As any frequent Shein shopper knows, the thrill of finding a cute new outfit or perfect accessory can quickly turn to disappointment when you discover your must-have item is sold out in your size. With Shein‘s ultra-fast fashion model that prioritizes newness and affordability above all else, keeping popular items in stock is often a challenge.
However, while Shein‘s inventory moves at a dizzying pace, there are still ways for determined shoppers to snag those high-demand pieces when they do make a reappearance. In this guide, we‘ll dive deep into Shein‘s restocking tendencies, offering expert tips and insider information to help you make the most of this retail phenomenon.
Shein By the Numbers
To put Shein‘s scale and speed into perspective, let‘s look at some key figures:
- Shein adds an average of 2,000 new product styles to their site every single day. In 2021 alone, they released over 600,000 new items total.
- Across all categories, Shein launches an astonishing 6,000 new SKUs per day. For comparison, fast fashion giant Zara debuts around 500 new SKUs per week.
- Shein‘s average order value is just $85, with items like $7 tops and $15 dresses making up a significant portion of sales. Their accessible prices drive high volumes.
- While Shein is notorious for selling out of popular items, only an estimated 6% of their styles sell out completely without being restocked at least once.
- Shein has a supplier network of over 3,000 factories, mostly in China, that they leverage to constantly pump out new releases and restock items at breakneck speeds.
These numbers paint a picture of a fashion juggernaut that prioritizes flexibility and reactivity above all else. Shein‘s data-driven model allows them to quickly identify top sellers and double down with restocks, while underperforming items are simply abandoned to make way for promising new styles.
The Psychology of Scarcity
Shein creates a sense of urgency by displaying limited stock counts on product pages.
For budget-conscious Gen Z and millennial shoppers who make up Shein‘s core demographic, the brand‘s rock-bottom prices and constant newness offer an irresistible dopamine rush. But perhaps even more enticing is the gamified shopping experience that Shein has created through their strategic approach to inventory.
"By keeping stock levels low and cycling through new products rapidly, Shein creates a sense of scarcity and urgency that drives purchases," explains retail psychologist Dr. Cathrine Jansson-Boyd. "Shoppers feel pressure to act fast or risk losing out on an item forever. It‘s a powerful motivator, especially for trend-driven purchases."
Indeed, numerous studies have shown that scarcity can significantly boost product desirability and perceived value in the eyes of consumers. The age-old economic principle of supply and demand tells us that the rarer something is, the more people tend to want it.
Shein expertly plays into this psychological quirk not only with their here-today, gone-tomorrow restocking practices but also by providing shoppers with real-time stock level indicators. Seeing that there are "Only 3 left!" of a particular item in your size amps up the pressure to smash that "Add to Cart" button.
Predicting Demand With Data
So how does Shein decide what and when to restock? The short answer is data – lots and lots of it.
As an online-only retailer, Shein is able to collect a goldmine of information on their customers‘ browsing and buying behaviors. Their system can detect when certain search terms are trending, which product pages are attracting the most views, what‘s being added to carts most frequently, and more. This real-time data forms the basis of Shein‘s reordering decisions.
"Shein‘s ability to leverage big data is a key competitive advantage," says Jillian Ryan, a principal analyst at eMarketer covering omnichannel retail. "By constantly monitoring sales and engagement metrics, they can quickly identify which items are resonating and move to replenish inventory at record speeds."
Items with higher review counts are more likely to be restocked, as Shein uses reviews as a demand indicator.
While Shein doesn‘t disclose exactly what metrics they use to assess demand, savvy shoppers have noticed some patterns. Items with a high number of reviews relative to how long they‘ve been on the site tend to reappear more reliably, as Shein uses reviews as a proxy for popularity. Similarly, pieces that influencers have raved about or that have gone viral on social media usually pop back up after an initial sellout.
"For items that are performing exceptionally well, Shein will often do multiple restocks to fully capitalize on the demand," notes Thomai Serdari, a professor of luxury marketing at NYU. "They might release a limited batch to create initial hype, then follow up with increasingly larger restocks as the item continues to sell out. It‘s a way of milking every last drop out of a winning product."
Tracking the Trends
Of course, decoding Shein‘s restock patterns is as much an art as it is a science. The brand‘s trend forecasting is a closely guarded secret, and shopper tastes can shift rapidly in the social media age. Still, looking at the items Shein consistently restocks can offer clues into what‘s hot at any given moment.
Based on analysis of Shein‘s past restocking activity, these categories tend to see the most reliable replenishments:
| Product Category | Estimated Restock Rate |
|---|---|
| Dresses | 62% |
| Tops & Tees | 58% |
| Activewear | 54% |
| Shoes | 45% |
| Accessories | 41% |
| Beauty | 38% |
Within these high-level categories, certain specific items have emerged as perennial best-sellers that Shein restocks time and time again. Their classic $5 Basics crop top, for instance, has been restocked in all sizes and colors over 100 times since it first debuted in 2018.
Other items that have proven to have serious staying power include:
- Floral print maxi dresses: Universally flattering and easily dressed up or down, Shein shoppers buy these in bulk whenever they reappear.
- High-waisted leggings: Shein‘s leggings have earned a cult following for their tummy-smoothing fit and budget-friendly price point. Multiple colors are restocked monthly.
- Oversized graphic tees: Vintage-inspired band tees and cheeky slogan tops are restocked frequently to satisfy Shein‘s trend-hungry, TikTok-savvy audience.
- Chunky sneakers: Tapping into the ongoing "dad sneaker" trend, Shein‘s $20-$30 colorful kicks have proven to be a reliable hit with restocks in all sizes.
- Gold-plated jewelry: While Shein‘s $1 jewelry pieces are usually one-and-done, pricier plated options like stacked rings and coin necklaces have more restock potential.
Ultimately, the items Shein choose to bring back reflect a mix of classic styles with broad appeal, current must-haves tied to of-the-moment trends, and viral sensations sparked by influencer or pop culture buzz. The key is striking the right balance to keep finicky young shoppers coming back for their next Shein fix.
What About Returns?
One reason that even restocked Shein items tend to sell out so swiftly is that the company doesn‘t put customer returns back into sellable inventory. Instead, any merchandise sent back by shoppers is either resold at steep discounts on Shein‘s secondary outlet site, Romwe, or slated for disposal.
From a business perspective, this policy makes sense. Given Shein‘s rock-bottom prices, the cost of inspecting, repacking, and restocking each individual return would quickly eat into margins. Sending sellable returns to Romwe allows Shein to still recoup some revenue without tainting their main site with "used" items.
However, the sheer volume of Shein returns does create some tension with the brand‘s sustainability claims. While Shein encourages customers to resell or donate unwanted items, and has launched programs to recycle returns into new garments or building materials, the specter of returned goods clogging landfills still looms large.
"Shein‘s return rates are estimated to be around 30-40%, which is fairly standard for online apparel. But when you‘re working with their order volumes, those returns really start to add up," says journalist Elizabeth L. Cline, author of The Conscious Closet. "It‘s an area where I think they still have a lot of work to do in terms of implementing more circular solutions."
The Future of Shein
As Shein continues to captivate shoppers and disrupt the retail status quo with their breakneck speed and pricing model, experts are closely watching to see how long they can maintain their momentum. Will consumer appetites for Shein‘s brand of disposable fashion last? Can the company continue to scale at their current pace? What innovations will competitors bring to the table?
"In many ways, Shein is emblematic of larger shifts we‘re seeing in the retail landscape – the convergence of social commerce, ultra-fast fashion, and AI-driven personalization," reflects Deborah Weinswig, CEO of retail advisory firm Coresight Research. "They‘ve cracked the code on giving young consumers exactly what they want, exactly when they want it – all at prices that seem almost too good to be true."
The big question is whether Shein‘s data-driven model is built for long-term sustainability or whether they‘re riding a wave of virality that could crest at any moment. After all, the brand‘s core demographics of Gen Z and young millennials are also the most likely to be swayed by shifting trends and rising concerns over sustainability and ethical consumption.
For the time being, though, Shein shows no signs of slowing its quest for retail domination. The brand‘s 2022 sales are projected to top $20 billion – a more than 400% increase from just three years ago. Their roster of celebrity endorsers and collaborators continues to grow, with names like Katy Perry and Khloe Kardashian signing on for high-profile partnerships.
Whether you see Shein as the future of fashion or a fast-burning fad, there‘s no denying that they‘ve tapped into something powerful in the consumer psyche. As long as shoppers stay hungry for that thrill of snagging a trendy steal, Shein will be there to provide that dopamine hit with their signature mix of scarcity and abundance. The only question for determined deal-hunters is how long those coveted restocks will last.
