Coimisiún na Meán, as the digital services co-ordinator for Ireland, where Shein’s EU operations are based, will assist with the investigation.

It will focus on allegations around “addictive design, the lack of transparency of recommender systems, as well as the sale of illegal products, including child sexual abuse material”.

The decision follows preliminary analyses of risk assessment reports provided by Shein, replies to the Commission’s formal requests for information, as well as information shared by third parties.

The Commission sent three requests for information to Shein on 28 June 2024, 6 February 2025 and 26 November 2025 seeking more information on the company’s compliance with the DSA, in particular in relation to consumers’ and minors’ protection, and on the transparency of its recommender systems.

Henna Virkkunen, the Commission’s executive vice-president for tech sovereignty, security and democracy, said: “In the EU, illegal products are prohibited — whether they are on a store shelf or on an online marketplace.

“The Digital Services Act keeps shoppers safe, protects their wellbeing and empowers them with information about the algorithms they are interacting with.

“We will assess whether Shein is respecting these rules and their responsibility.”