Shein is under fire from European consumer groups who say the fashion retailer uses manipulative online tactics to push shoppers into buying more. A formal complaint was filed with the European Commission this week by the European Consumer Organisation (BEUC) and 21 national watchdogs. They argue that Shein’s website and app rely on “dark patterns” designed to rush or pressure users into making purchases they might not have planned.

These patterns include features like fake countdown timers, limited-time offers with unclear deadlines, and pop-ups claiming items are low in stock. The complaint also points to design choices that make it hard for users to opt out of promotions or leave the checkout process without feeling guilted into completing a purchase. One example is the use of so-called “confirm shaming” messages, where buttons say things like “No thanks, I don’t want to save money,” which imply poor judgment if the user declines.

According to BEUC, this kind of nudging is not only unpleasant but can be harmful. The group claims that tactics like these encourage impulse buying, particularly among younger users, and drive overconsumption. In its view, the approach can mislead customers into believing they are getting deals that may not be real or urgent.

Some of the complaint revolves around Shein’s use of gamification. Features such as daily login rewards, mini-games, and point systems are intended to keep users engaged and returning. For example, the “Puppy Keep” game rewards users who use the app on a regular basis with points and coupons. According to BEUC, this setup turns shopping into a daily habit and encourages more frequent buying behaviour.

The complaint calls on EU regulators to investigate these tactics and ask Shein to provide evidence to back up its claims. If the company can’t prove, for example, that a sale really ends in 10 minutes or that only a few items are left in stock, BEUC says it should stop using those prompts. It also wants more transparency around how price reductions and promotions are shown to shoppers.

In response, Shein said it is cooperating with consumer authorities and is working to show that its practices follow EU laws. The company also expressed disappointment that BEUC declined invitations to meet and discuss the concerns directly.

This isn’t the first time Shein has faced pushback in Europe. In May, the European Commission and regulators from several countries, including France, Belgium, and Ireland, warned Shein about possible violations of consumer laws. Those included misleading product labels and fake discount offers. Shein has been given a deadline to respond to those claims or risk fines.

Consumer groups say this pattern of behaviour points to a wider problem with how online retailers structure their websites. Shein isn’t the only company using these techniques, but BEUC argues that its scale and rapid growth make it a high-profile example. With more shoppers buying online, especially through apps, regulators say it’s time to address how platforms shape user decisions.

The EU is already working on new rules to tackle these concerns. A draft law known as the Digital Fairness Act is expected to address the use of dark patterns, influencer marketing, and personalised ads. Public consultations are scheduled for later this year, with the goal of making online shopping more transparent and less manipulative.

Shein’s business model has long drawn criticism for more than just its online design. Activists and environmental groups have raised questions about its labour practices, supply chain, and the environmental cost of selling huge volumes of ultra-cheap clothing. BEUC argues that the company’s sales tactics are part of that wider system, pushing users toward fast purchases with little time to think about the impact.

As the case moves forward, it puts new pressure on both Shein and EU regulators. Consumer advocates say it’s a chance to set stronger rules for how digital platforms treat shoppers. For Shein, the complaint is the latest sign that its global expansion may come with more legal and regulatory scrutiny.

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