Argentine media reported on the 13th local time that China’s low-cost fast fashion e-commerce site Shein is growing significantly amid a sharp increase in overseas direct purchases in Argentina.
In the past, only a handful of consumers who were interested in some technology products or fashion used overseas direct purchases, but the Javier Milay government’s market opening policy, exchange rate advantage, tariff cuts, tax burden relief and changes in spending habits driven by digitalization have led to a surge in the use of overseas direct purchases since late 2024, and a significant increase in the use of Chinese platforms such as Shein and Temu, media said.
According to local media outlet Iprofescherun, citing data from the Argentine Clothing Association (CIAI), clothing purchased by Argentines abroad over the past five months this year reached a record high of $1.5 billion.
Among them, overseas direct purchases soared 211% and rose 253% year-on-year in May alone, the outlet said.
In particular, the media shed light on the “Shein syndrome,” saying that Shein, a Chinese platform that was previously unfamiliar to Argentina, is gaining popularity not only on social media but also to become part of citizens’ daily conversations.
Shein made “quiet” landfall in Argentina during the pandemic, but only a handful of consumers were using it due to various restrictions, but Xu Yin’s growth accelerated in late 2024 as the Milay government eased conditions for personal overseas direct purchase and import barriers.
On top of that, Shein’s aggressive marketing strategy began to explode into a syndrome, the professional analyzed.
Shein opted for an online “rumor” strategy based on active marketing using a variety of local influencer, including free shipping for purchases over $50; free shipping for the first purchase; and free shipping for all costs, including taxes and customs duties, by the seller.
The Shein syndrome is spreading as influencers’ videos of “How do I order from Shein?” are quickly shared on Argentine social media.
While consumers are cheering on the availability of a wide range of clothes at affordable prices, local clothing manufacturers are concerned that they cannot compete with lower-priced Chinese products.
According to a report by Argentina’s yarn industry (FP), imports surged in the first quarter of 2025 and the share of imports soared to 67% of total clothing sales, according to local media.
JULIE KIM
US ASIA JOURNAL
