Farfetch

Portugal

José Neves built Farfetch to let independent luxury boutiques sell worldwide from one site, and it grew into the largest online marketplace for designer fashion. The company listed in New York in 2018 and burned through cash for years before Coupang bought it in a rescue deal in early 2024. It is on this list for completeness rather than as a Shein alternative: the prices are in a different league, and the company is no longer European-owned. If you want European-owned luxury online, look at Mytheresa in Munich or the Yoox Net-a-Porter group instead.

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European alternatives to Shein

Cheap fashion without shipping it from China. European online shops and marketplaces that cover the same ground as Shein: low prices, fast trends and huge ranges, with EU consumer rights and returns.

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