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ADVERTISEMENT<\/p>\nADVERTISEMENT<\/p>\n
\u201cThis item is now cheaper by \u20ac0.50! Hurry!\u201d, \u201cSure to leave? You will lose \u20ac200 reward\u201d, or \u201cFREE SHIPPING \u2013 don\u2019t miss out!\u201d These are just some of the messages with which clothes retailer Shein bombards its users in an effort to nudge them into buying more, according to consumer rights group BEUC.<\/p>\n
While such aggressive sales tactics are not necessarily illegal in themselves, they could cross the line when combined with other forms of manipulation, BEUC argued in a formal complaint for unfair practices filed on Thursday with the European Commission and the Consumer Protection Cooperation Network (CPC).<\/p>\n
They are calling on the European Commission and consumer protection authorities to ask SHEIN to stop using misleading tactics and to prove that the information on its website is accurate.<\/p>\n
The complaint targets the Chinese ultra-fast fashion giant for its widespread use of so-called dark patterns: deceptive design techniques that trick users into making choices they might not otherwise make.\u00a0<\/p>\n
They can be visual strategies designed to confuse, pressure or emotionally manipulate users. A classic example? Online travel booking sites that push add-ons through misleading wording, or highlight the \u201caccept\u201d button in bright colours while burying the \u201cdecline\u201d option in grey.\u00a0<\/p>\n
BEUC warns that these tactics are rampant across the fast fashion industry, with even major european retailers like H&M and Zara also using similar methods. But Shein, they say, takes it to another level. \u201cThe analysis revealed that Shein was the most manipulative fast fashion trader, using at least eight different types of dark patterns -more than any other trader studied,\u201d the report states, referring to an investigation by UK-based digital design agency Rouge.\u00a0<\/p>\n
With a reported $32 billion in revenue in 2023 and operations in over 150 countries, Shein\u2019s strategy seems to be paying off. But as regulators turn the spotlight on Chinese e-commerce giants, this new complaint could mark a turning point, not just for Shein, but for how online shopping is regulated across the EU.\u00a0<\/p>\n
Trics & tactiques<\/strong><\/p>\n Activity and low stock messages<\/strong>: Shein floods users with prompts like \u201c2,000 sold\u201d or \u201conly 3 left\u201d to stir up a sense of urgency. These alerts are designed to make shoppers feel like everyone\u2019s buying and fast. Whether it\u2019s showing what others just purchased or warning that stock is running low, the aim is the same: to nudge you into checking out before you\u2019ve had time to think twice. BEUC highlights that in many cases, there\u2019s no way to know if the rush is even real.\u00a0<\/p>\n Countdown timers:<\/strong> Visual elements like ticking clocks or phrases implying deals will end soon are used to create artificial time pressure. These tools are designed to rush consumers into finalising a purchase by making them feel the opportunity is fleeting. Once again, it’s unclear whether or not the deadline is real.\u00a0<\/p>\n Peer pressure through testimonials:<\/strong> By showcasing uniformly positive reviews and hiding negative feedback, platforms can manufacture a false consensus of satisfaction. The report observed that no product was rated under 4 stars out of 5 \u2013 and cast doubt on the veracity of those reviews. \u00a0<\/p>\n Confirm-shaming and forced registration<\/strong>: Shein also ‘guilt-trips’, according to BEUC. Try leaving the site or skipping a discount, and you might be met with pop-ups asking, \u201cAre you sure you want to miss out?\u201d These messages play on emotion, making users feel silly or selfish for not accepting the offer. On top of that, you can\u2019t just buy and go. To complete a purchase, you\u2019re forced to create an account or sign in through Google or Facebook, handing over personal data before you can even reach the checkout.\u00a0<\/p>\n The design choices such as highlighting preferred buttons or obscuring exit options subtly influence decisions. These visual nudges take advantage of emotional responses, guiding users toward outcomes they might not have chosen freely.\u00a0<\/p>\n Infinite scroll:<\/strong> The interface continuously loads new content as users browse on the website and the app, making it nearly impossible to reach the end of the page. This technique keeps users engaged far longer than intended, drawing them deeper into the site as social media addictive technics. \u00a0<\/p>\n