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How SHEIN is Rewriting Retail’s Marketplace Rulebook, with George Chang
Season 5 Episode 6
S5:E6 SHEIN’s Marketplace Evolution - A Conversation with George Chang, GM & Head of SHEIN Marketplace
🎙️What does modern marketplace success look like in the U.S? SHEIN is rewriting the rules — and George Chang, GM of SHEIN Marketplace and key member of the senior leadership team at SHEIN, is leading the charge with his energetic & visionary leadership style.
In this episode of The Retail Razor Show, hosts Ricardo Belmar and Casey Golden dive deep with George to uncover how SHEIN is building a curated, invitation-only marketplace designed for Gen Z and Millennial consumers. From fashion and beauty to lifestyle and social commerce, SHEIN’s ecosystem is built for discovery, agility, and growth.
💡 Key topics in this episode:
- • How SHEIN uses data insights to drive personalization and loyalty
- • Why seller partnerships and social commerce are central to SHEIN’s strategy
- • The evolution of customer acquisition post-2020
- • George Chang’s journey from Rakuten, Mirakl, and Newegg to SHEIN
- • What makes SHEIN’s marketplace model different from Amazon, Temu, and others
- • The future of retail and digital marketplaces
📈 Whether you’re a seller, strategist, or retail innovator, this episode delivers actionable insights into the next frontier of ecommerce!
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About our Guest
George Chang, GM & Head of SHEIN Marketplace. https://www.linkedin.com/in/george-chang-usc/
SHEIN Marketplace: https://seller-us.shein.com/homepage
Prospective Sellers: https://seller-us.shein.com/get-started-shein-marketplace
To learn more about SHEIN: https://www.sheingroup.com/
George is an Ecommerce and Marketplace veteran with Senior leadership roles at Rakuten, Newegg, Sears, Mirakl, VTEX, Spreetail, and Cymax Group. He is currently part of the leadership team at SHEIN U.S. and is leading the 3rd Party Marketplace business at SHEIN. He has a unique 360 degree perspective on Ecommerce Marketplaces having operated, licensed, consulted and sold on multiple marketplaces.
Chapters
00:00 Preview
01:10 Show Intro
05:40 Welcome George Chang, GM SHEIN Marketplace
06:59 What Sets Shein Apart
08:55 Shein's Marketplace Strategy
11:50 Customer and Seller Experience
16:58 Expanding Beyond Fashion
20:16 Evolving with the Customer
22:06 Diverse Seller Community
24:03 Understanding Gen Z and Millennials in E-commerce
26:49 The Rise of Social Commerce and Live Shopping
30:08 Driving Customer Loyalty through Engagement
33:06 Sustainability Initiatives and Mindful Purchasing
35:15 Future of Marketplaces and Hyper-Personalization
38:08 Final Thoughts
39:36 Show Close
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