EU regulators have launched a comprehensive investigation into Chinese cross-border e-commerce platform Shein because the platform is accused of selling "child-looking" sex dolls and other products, and related products may be suspected of constituting child sexual abuse materials. The European Commission stated that the investigation was launched in accordance with the EU's Digital Services Act (DSA), focusing on the platform's suspected dissemination or distribution of potentially illegal and harmful goods and content.
In addition to risks related to minors, regulators will also examine whether Xiyin’s services have product designs that may lead to user addiction, as well as the transparency of its recommendation system—that is, how the platform algorithm pushes products that may be of interest to consumers and lead to purchases. In response to the investigation, a Xiyin spokesperson responded that "protecting minors and reducing harmful content and behavioral risks" are the core principles of platform development and operation, and the company is also consistent with the EU's goal of "creating a safe and trustworthy online environment."
According to DSA requirements, designated platforms must take measures to curb illegal and harmful content, as well as the sale of illegal or inappropriate goods in the EU; in the event of violation, a fine of up to 6% of the company's global annual sales may be imposed. Prior to this escalation, the European Commission had issued an information request to Xiyin in November 2025 in accordance with the DSA, requiring it to submit detailed instructions and internal documents on issues such as illegal goods allegedly sold on the platform (including "child-looking" sex dolls and weapons) and how to prevent minors from being exposed to age-inappropriate content.
Xiyin has been under the radar of European supervision in recent years, and France has also taken tougher measures. In December 2025, the Paris Court rejected the French government's request for a three-month suspension of Xiyin's website on the grounds of "disproportionate proportion", but at the same time issued an injunction to Xiyin, requiring it not to resume selling "sexual products" that may be considered pornographic content before it implements age verification measures.
At the EU level, attention is also expanding on Xiyin and Temu, another Chinese-founded e-commerce platform. In addition to platform compliance and content governance, the EU is also promoting stricter arrangements for the entry of low-value goods: EU countries have agreed to levy a unified fee of 3 euros on small parcels entering the EU with a declared value of less than 150 euros starting from July 1, 2026. The outside world generally believes that this move will have a significant impact on platforms that mainly focus on low-price small parcel models. In addition, Xiyin has also faced regulatory pressure over whether it complies with EU consumer protection regulations.
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