SHEIN's Middle East marketplace passes 600 sellers in ten months.

SHEIN says more than 600 sellers have joined its Middle East marketplace since it opened in January 2026. It has also signed two technology partners, Unicommerce and Increff, to help those sellers manage orders, stock and fulfilment.

The marketplace lets brands and retailers in the region list their products and sell to SHEIN's customers, rather than SHEIN selling only its own ranges. Unicommerce supplies order management, warehouse automation and inventory tracking, plus a video system that records packing and returns to settle disputes and build trust. Increff's integration keeps stock levels in step across a seller's sales channels, which should make local delivery more reliable.

Paula Perez, SHEIN's Middle East expansion director, said the 600 sellers signed up in the marketplace's first ten months and that sellers keep control of their own branding and product range. Kapil Makhija, Unicommerce's managing director and CEO, and Kanika Bhalla, Increff's chief revenue officer, both framed their deals around automating the back office so sellers can grow. SHEIN didn't name the countries covered, give sales figures, or say how many of the 600 are regional brands rather than resellers.

For fashion and lifestyle brands in Saudi Arabia and the Gulf, this is another marketplace route to a large audience, with operational tools attached. It also means more competition for attention inside SHEIN's app, so brands joining will need to budget for visibility there, not just a listing.