Shein Partners With Unicommerce and Increff to Back 600 Middle East Marketplace Sellers

Shein has announced new partnerships with Unicommerce and Increff to provide operational infrastructure for sellers on its Middle East Marketplace, which went live in January and now has more than 600 sellers signed up. The retailer said it plans to welcome more businesses as it invests in the region, according to EIN Presswire.

What Unicommerce and Increff Provide Sellers

Unicommerce provides technology that helps online sellers manage orders, automate warehouse tasks and keep stock levels updated. Its Video Management System records packing and returns, which Shein says helps provide an improved service and in turn enhances consumer trust.

"As ecommerce accelerates across the Middle East, brands require robust technology that eliminates operational friction," said Kapil Makhija, MD and Chief Executive Officer at Unicommerce. "Our integration with Shein Marketplace provides regional retailers with a unified automated architecture to govern orders, warehouse logistics, and fulfilment. This enables brands to onboard quickly, operate with high efficiency, and deliver a superior, reliable customer experience from day one."

Increff specialises in technology that helps retailers manage their stock and supply chains. It updates stock levels across sales channels almost instantly, helping sellers manage different products and improve local fulfilment.

"Our partnership with Shein in the Middle East is focused on helping fashion and lifestyle sellers scale marketplace commerce with greater inventory accuracy, faster stock synchronisation, and stronger fulfilment reliability," said Kanika Bhalla, Chief Revenue Officer at Increff. "As the GCC continues to emerge as a global hotspot for digital commerce, operational efficiency and automated supply chains will be the utimate differentiators for successful brands."

Paula Perez, Shein's Middle East Expansion Director, said the company is proud to see more than 600 sellers active on the marketplace in the 10 months since launch. "By enhancing the seller experience and strengthening integrations with local partners, we've made it easier for brands and retailers to scale their operations and connect with Shein's customer base, while they maintain full control over their brand and assortment," she said.

Shein's Earlier Marketplace Partnerships

According to akta.pro company records, Shein launched a product safety and quality compliance training series for marketplace sellers in June 2026, delivered with Bureau Veritas and Intertek among other testing, inspection and certification organizations. The same records show Shein expanded its partnership with the nonprofit Dress for Success in June 2026, adding Montreal, Ottawa and Vancouver to an existing collaboration that covers London, Singapore, Rome, Chattanooga and Indianapolis.

Shein's Recent Regional Moves

Shein launched a cooperative logistics service in Spain in October 2026, partnering with GLS, FedEx and CTT to help marketplace sellers access European markets, FashionUnited reported. The service uses local fulfilment to bypass EU customs friction, and more than 80% of Spanish Shein Marketplace sellers already use it.

Shein opened its second return warehouse in Japan in September 2026, located in Osaka and covering East and West Japan, Prtimes reported. The dual-warehouse system reduced return logistics time by about 8 hours in the first week.