Will Shein, Temu cut through Korea’s overcrowded fashion e-commerce market?

Chinese fashion company Shein is significantly ramping up its marketing efforts in South Korea to capitalise on the country’s burgeoning e-commerce sector. The move has sparked a broader conversation about its ability to overtake its rivals like Temu and AliExpress in the ultra-low prices race in the market and compete with long-established local fashion platforms.  Despite establishing a Korean subsidiary on December 22, Shein only launched a dedicated Korean website in April this year.

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