SHEIN Launches Semi-Hosted POD Seller Recruitment in the U.S., Requiring Local Factories and Over $300,000 Annual GMV

Ebrun Exclusive, July 7th: SHEIN's U.S. site has initiated the recruitment of Print-on-Demand (POD) sellers under its semi-hosted model. The targeted categories include: keychains, hair accessories, toiletry bags, women's shoulder bags, backpacks, luggage accessories, beaded lanyards, metal/acrylic pendants, photo frames, clocks, crafts, decorative plaques, stickers, wall hangings, pillowcases, aprons, bracelets, cards, embossing supplies, stationery stickers, pens, pencil cases, pet collars, doormats, souvenirs, pet blankets, lighting, plush toy pillows, building blocks, puzzles, beauty stickers, combs, mirrors, makeup bags, phone cases, tablet cases, headphone cases, apparel, and children's products.

Regarding merchant qualifications, SHEIN requires sellers to have a factory in the United States, possess local customization production capabilities, own secondary processing equipment and corresponding base product reserves, meet semi-hosted fulfillment requirements by shipping from the U.S. within specified timeframes, have the ability to design and develop customized products (with a certain number of designers), and possess capabilities in graphic design, product/store visual presentation, and store operation refinement (with a certain number of operations and design staff).

Notably, SHEIN has set a strict revenue threshold for this recruitment, requiring sellers to have an annual POD sales volume exceeding $300,000 on other platforms. Furthermore, when applying, sellers must provide quotes for over 10 products, including product category, production process, material, unit price, and product images. For merchants already on SHEIN's platform, they need to activate the personalized customization category, gaining product listing permissions within 3-5 business days after store setup. Regarding new product frequency, the platform encourages active launches, requiring at least 200 new products per month.

POD personalized customization is becoming a new consumer trend. According to a Deloitte consumer review report, over 50% of consumers expressed interest in purchasing personalized products for themselves, friends, or family, with one in five willing to pay 20% more for personalized or exclusive products. The global POD market size reached $9.8 billion in 2024 and is projected to grow to $47.1 billion by 2031, with a compound annual growth rate exceeding 25%.

As a cross-border platform originating in fashion apparel, SHEIN has long focused on the personalized customization category. In April 2024, SHEIN held its first full-hosted POD merchant recruitment event in Xi'an, targeting categories including home goods, jewelry, wedding supplies, party supplies, shoes, bags, and 3C products. However, that recruitment followed a consignment model (full hosting), where merchants only supplied goods, while logistics, operations, etc., were handled by the platform, and no specific annual revenue requirement was set.

Now, by continuing to expand recruitment for the personalized customization category and specifically targeting large sellers with U.S. factories and annual revenues over $300,000, SHEIN indicates its merchant recruitment strategy is shifting from supporting new sellers to focusing on refinement and specialization. By raising the threshold, SHEIN aims to filter out high-quality merchants with strong supply chain and fulfillment capabilities. Following the cancellation of the $800 de minimis exemption, this move also helps mitigate uncertainties in cross-border logistics, accelerating its localization efforts.

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