SHEIN has expanded its Middle East Marketplace with more than 600 sellers now signed up, as the online fashion retailer introduces new technology partnerships to help regional businesses manage inventory, orders and fulfilment.
Launched in January 2026, the marketplace allows brands and retailers across the region to list products and reach SHEIN’s customer base. The company said the latest partnerships with ecommerce technology providers Unicommerce and Increff aim to simplify sellers’ operations and support their growth across multiple sales channels.
Unicommerce provides tools for order management, warehouse automation and inventory tracking. Its video management system also records packing and returns, which the company says can help improve service quality and consumer trust.
Kapil Makhija, managing director and CEO of Unicommerce, said the integration would give regional retailers an automated system for managing orders, warehouse operations and fulfilment, helping them onboard and operate more efficiently.
Increff, meanwhile, provides inventory and supply chain management technology. Its integration with SHEIN is designed to synchronise stock levels across sales channels, improve inventory accuracy and support more reliable local fulfilment.
Kanika Bhalla, chief revenue officer at Increff, said the partnership would help fashion and lifestyle sellers scale their marketplace operations through better inventory management and automated supply chains.
Paula Perez, SHEIN’s Middle East expansion director, said the marketplace had attracted more than 600 sellers in its first 10 months in the region. She added that the company was working to improve the seller experience while allowing brands and retailers to retain control over their branding and product assortment.
The partnerships are part of SHEIN’s broader efforts to expand its marketplace ecosystem and increase the range of products available to customers. The company said it plans to continue supporting regional businesses and welcoming more sellers to the platform.
