Shein is rapidly closing in on legacy giants in the global apparel market, climbing to the third spot worldwide by market share and edging closer to Adidas and long-time leader Nike. With a model built on ultra-low prices, social media micro-trends, and aggressive online expansion, the Chinese fast-fashion player is reshaping the competitive landscape for Zara, H&M, and other established brands.
Shein surges to third place globally
According to GlobalData figures reported by Statista, Shein’s estimated share of global apparel industry sales reached 1.53 percent in 2024. This represents a gain of 0.24 percentage points year-on-year, driven by ultra-low price points, rapid design turnover and trend-led assortments.
This jump moves Shein into third place worldwide by apparel market share, ahead of Zara and H&M, and just a few tenths of a percentage point behind Adidas. The scale of that rise is particularly striking given the brand’s relatively short history compared with long-established Western competitors.
Nike still leads the global apparel market
Despite Shein’s meteoric rise, Nike remains the clear leader in the global apparel market by share of sales. The sportswear giant accounts for approximately 2.85% of worldwide apparel sales in 2024, securing the largest share of a highly fragmented industry.
Adidas sits in second place with an estimated 1.79% global market share in 2024, maintaining its position as a top-tier sportswear and lifestyle brand. Both brands benefit from deep-rooted loyalty, global distribution, and long-running collaborations with athletes, celebrities and designers.
Zara and H&M lose momentum
Fast-fashion pioneers Zara and H&M remain major players but are no longer the fastest movers at the top of the market. In 2024, Zara’s global apparel market share is approximately 1.24%, while H&M holds around 1.06%.
These figures show a period of stagnation rather than strong growth, as both groups struggle to match Shein’s speed and pricing while dealing with store networks, supply-chain complexity and stricter sustainability expectations in Europe and other regions. While they remain influential, their relative gains have been outpaced by the Chinese online pure-play’s aggressive expansion.
How Shein is taking share
GlobalData senior apparel analyst Pippa Stephens notes that Shein’s growth has been fuelled by “ultra-low price points and fast reaction to fashion trends,” which have helped it stay ahead of rivals despite ongoing criticism around labor practices and environmental impact. The platform’s model relies on micro-batch production, real-time data on clicks and views, and constant style turnover pushed through social media channels.
This strategy has “taken share away from other fast fashion online pureplays, especially ASOS and boohoo.com, which have seen their sales plummet over the past few years,” said Pippa Stephens, Senior Apparel Analyst at GlobalData. The pressure is now felt both by online-only rivals and legacy fast-fashion brands that pioneered rapid design cycles but cannot move or discount at Shein’s pace.
Gen Z, value, and online scale
Shein has built much of its momentum among Gen Z and budget-conscious shoppers who live on social platforms and expect constant novelty at low prices. Its direct-to-consumer model and app-centric experience give it the ability to test, launch, and retire styles with far greater speed than traditional retailers.
At the same time, the brand’s growth raises questions about sustainability and labor practices, which continue to attract scrutiny from regulators, NGOs, and conscious consumers. Balancing growth with increasing regulatory and reputational pressure will be a key challenge as Shein pushes closer to the top two positions held by Adidas and Nike.
What the new ranking means for the industry
The latest market share picture shows an apparel industry where sportswear and ultra-fast online players now dominate growth at the top. Nike and Adidas lead through performance, brand equity, and collaborations, while Shein is winning on speed, price, and digital reach.
For more traditional fast-fashion and mid-market brands, these shifts underline the need to sharpen positioning, invest in digital, and rethink pricing and product strategies. As Shein closes in on Adidas and narrows the gap to Nike, the battle for share in the global apparel market is becoming a test of who can combine scale, speed, value, and responsibility most effectively.
