Cross-Border E-Commerce Revolution: Analyzing Shein’s Rise and Global Impact

This study examines Shein’s transformative role in the fast fashion industry and cross-border e-commerce (CBEC), highlighting its innovative business model and global market impact. Using the 4Ps framework and related case studies, the study evaluates Shein’s CBEC practices. Key findings reveal that Shein’s success stems from its AI-driven adaptation capabilities and a vertically integrated, flexible supply chain. This system collaborates with factories and enables rapid production cycles and competitive pricing, particularly appealing to “Generation MZ” consumers. However, challenges such as intellectual property issues, cultural insensitivity, and the need for greater transparency in ethical practices persist. These challenges raise questions about the long-term success of Shein’s expansion in South Korea. This study contributes critical insights into the fast fashion industry and related CBEC literature, which remain relatively understudied in Korea. By exploring Shein’s marketing and operational strategies, it emphasizes the importance of technology-driven approaches for companies to maintain competitiveness and navigate the rapidly evolving global CBEC landscape.