Shein Overtakes Asos in UK Sales, Pressing UK Government to Change De Minimis Rule

Shein, a Chinese online fast-fashion retailer, increased UK sales by 26% to £2.58bn, overtaking British rival Asos. The strong performance is likely to increase pressure on the UK government to change the de minimis rule, which allows overseas sellers to send goods valued at £135 or less without paying customs duty.

Why it matters. UK retailers and the government are facing increased pressure to change the de minimis rule, which has benefited Shein and other online retailers.