Shein’s share of UK apparel, accessories, and footwear spending has climbed from 1.8% in 2022Q1 to 7.6% in 2026Q2, well above its 5.0% share in the US. But the growth has stalled: year-over-year share gains have narrowed from roughly 2 points through late 2024 to flat in the latest quarter.

Line chart of Shein's share of UK apparel, accessories, and footwear spending by age group from 2024Q1 to 2026Q2, with younger shoppers holding the highest share levels across all quarters.

The slowdown is led by the youngest shoppers. In 2026Q2, Shein’s UK share declined year over year among 18-24 and 25-34 year olds, the same cohorts leading the company’s US share losses, while share among shoppers 55 and older is still growing.

Grouped bar chart of the year-over-year change in Shein's share of UK apparel, accessories, and footwear spending by age group and quarter, showing gains fading across all ages and turning negative for shoppers under 45 in 2026Q2 while 55-64 and 65+ remain positive.

In the US, Shein’s share of apparel spending has now declined for three consecutive quarters. The UK pattern echoes where the US stood a year ago: overall share still near its highs, with the declines starting among the shoppers who fueled the rise.

Notes: Based on Consumer Edge UK debit and credit card transaction data. Share reflects Shein’s share of total UK apparel, accessories, and footwear spending.

Michael Gunther

is the SVP, Research & Market Intelligence at Consumer Edge. Explore more of his insights here.

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