Shein's Partnership with DHL for Sustainable Aviation Fuel

The intensifying pressure on fashion retailers to address environmental concerns has prompted Shein to integrate sustainable aviation fuel (SAF) into its air cargo operations as part of a broader strategy to reduce its carbon footprint.

The global ecommerce fashion platform's move responds to growing market pressures, where businesses failing to implement environmental initiatives face potential reputational damage and economic consequences. Through a collaboration with DHL, Shein is accessing the carrier's GoGreen Plus service to incorporate SAF into its logistics chain.

Responding to shifting market demands

Operating across more than 150 markets worldwide, Shein positions itself as a digital-first retailer focused on accessibility and minimising inventory waste. The company's business model centres on reaching consumers through online channels, reflecting broader shifts in shopping behaviour.

Supply chain transformations over the past two years have been driven by dual pressures for both operational resilience and environmental responsibility. According to DHL's 2025 E-Commerce Trends Report, half of consumers make online purchases at least weekly, while 90% use smartphones for shopping activities. The data also suggests consumers expect complimentary and rapid delivery, with many willing to switch retailers if these standards are not met.

However, environmental considerations are increasingly influencing purchasing decisions. The research indicates one in three shoppers abandon transactions due to sustainability concerns, with Gen Z consumers showing particularly heightened awareness of corporate environmental practices.

For digital-only retailers, transparent sustainability reporting could help build consumer confidence in the absence of physical retail interactions. Shoppers are becoming more conscious of climate change and the fashion industry's contribution to environmental challenges, creating pressure for brands to demonstrate tangible environmental commitments.

To address these evolving expectations, Shein is adopting decarbonisation measures within its logistics operations. The arrangement with DHL enables the incorporation of SAF into air cargo networks through the GoGreen Plus programme.

DHL's decarbonisation framework

As a global logistics operator, DHL has developed services aimed at reducing environmental impact across its network and enabling customers to lower their emissions profiles. The GoGreen Plus offering integrates SAF into the company's aviation fuel supply chain.

SAF is derived from renewable feedstocks including vegetable oils, animal fats, waste materials and agricultural crops. When used as an alternative to conventional jet fuel, it has the potential to reduce greenhouse gas emissions by up to 80%.

Under this framework, lifecycle emissions reductions associated with SAF use, compared to traditional jet fuel, are allocated to participating customers such as Shein using internationally recognised accounting methodologies. These allocations are documented through established certification frameworks, allowing customers to incorporate SAF-related emissions reductions into their sustainability reporting.

"DHL is a pioneer in sustainable logistics. Signing the GoGreen Plus agreement with SHEIN marks another important milestone in DHL Express's commitment to driving the green transformation of air logistics," says John Pearson, CEO of DHL Express.

"As a long-term partner in SHEIN's global logistics network, we are pleased to work together to explore how sustainable aviation fuel can be integrated into their air cargo operations."

Building sustainable logistics partnerships

The DHL collaboration represents one element within a broader series of initiatives Shein has pursued across the air cargo sector. The retailer has established multiple partnerships with logistics providers, cargo carriers and industry organisations, including the signing of a memorandum of understanding with Lufthansa Cargo in 2025.

Through these collaborations, Shein is evaluating how SAF applications could support its decarbonisation objectives and contribute to more sustainable logistics operations.

"Working with partners such as DHL allows us to better understand how sustainable aviation fuel solutions may be incorporated into air cargo logistics," says Mustan Lalani, SHEIN's Head of Sustainability.

"Initiatives like this are part of SHEIN's broader efforts to explore how emerging approaches across the aviation sector may contribute to addressing carbon emissions associated with air transport."

The company has previously tested SAF across 14 Atlas Air charter flights, resulting in estimated emissions reductions of 579.1 tonnes of carbon dioxide equivalent (tCO₂e). The expanded partnership with DHL could potentially accelerate progress towards logistics decarbonisation targets.

Additionally, Shein has joined Green Fuel Forward, a World Economic Forum-led initiative working to accelerate SAF adoption throughout the Asia-Pacific region. The campaign focuses on raising awareness, encouraging industry collaboration and strengthening market demand for SAF.

Through ongoing partnerships with logistics operators and airlines, Shein is gathering data on the economic viability and emissions reduction potential of SAF-based solutions, exploring the possible advantages of implementing sustainable practices across its logistics infrastructure.