Shein is becoming a go-to online retailer for young shoppers.

Shein is becoming a go-to online retailer for young shoppers. Founded in 2008, the self-described “B2C fast fashion ecommerce platform” is winning over Gen Z shoppers with affordable fits that are constantly evolving to follow fashion trends. According to analytics firm App Annie, the retailer surpassed Amazon as the most downloaded iPhone shopping app in the U.S. this month. App installs for Shein saw a 78% increase compared to the same period in 2020, and the site’s traffic has been booming the past four months, making some retailers wonder why people are gravitating to the platform. Sensor Tower notes that the features Shein is constantly adding—including new videos on product pages, sorting features for flash sales, and clothing categories organized by fashion trends—are responsible for Shein’s ability to stay relevant with young consumers who are looking for affordability and trendy apparel (like “cottagecore,” Y2K aesthetics, and more). Last year, YPulse found that Shein had become one of 13-38-year-olds’ favorite places to buy clothing, and the last year of digital shopping acceleration has undoubtedly helped the popularity boom. (Modern Retail)