Shein and DHL Partner to Decarbonise Global air Logistics

As fashion retailers face intensifying scrutiny over unsustainable operations, Shein is moving to mitigate its environmental impact by utilising sustainable aviation fuel (SAF) within its air cargo logistics.

The global fashion and lifestyle e-retailer is making concerted efforts to reduce emissions at a time when companies failing to enact sustainability measures risk significant turbulence and financial losses.

By partnering with DHL to adopt its GoGreen Plus service, Shein is leveraging the logistics giant’s extensive decarbonisation capabilities.

A need for both resilience and sustainability

Shein operates with a digital-first model to serve customers in more than 150 countries.

While the brand focuses on affordability and reducing inventory waste, it must also navigate a landscape where consumer demand for easy access to e-commerce is coupled with high expectations for corporate responsibility.

Recent shifts in global supply chains have been driven by a need for both resilience and sustainability. According to DHL’s 2025 E-Commerce Trends Report, 50% of shoppers buy online at least once a week and 90% use smartphones to shop.

While fast and free delivery remains a priority, sustainability is becoming a deal-breaker; one in three shoppers have abandoned a cart due to environmental concerns, with Gen Z expressing the highest level of anxiety regarding corporate initiatives.

For wholly online brands, transparent sustainability reporting is vital for building trust. To meet these evolving expectations, Shein is relying on DHL’s GoGreen Plus service to incorporate SAF into its air transport operations.

Driving the green transformation

DHL has designed specific strategies to help customers reduce emissions across the logistics sector. Its GoGreen Plus service introduces SAF, a biofuel produced from renewable sources such as vegetable oils, waste products and crops, into the aviation fuel supply. As a substitute for traditional jet fuel, SAF has the capacity to reduce greenhouse gas emissions by up to 80%.

Participating customers receive lifecycle emissions reductions documented through recognised certification frameworks, allowing them to account for these savings within their formal 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.”

John notes that the agreement is a key step in the ongoing partnership between the two entities.

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Decarbonised logistics and sustainable operations.

The collaboration with DHL is the latest in a series of initiatives Shein has undertaken across the air cargo ecosystem.

The company has developed various partnerships with cargo airlines and industry groups, including a Memorandum of Understanding signed with Lufthansa Cargo in 2025.

Shein is actively exploring how SAF can support its broader journey toward decarbonised logistics and sustainable 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.”

Mustan highlights that the company has already piloted SAF across 14 Atlas Air charter flights, achieving an estimated emissions reduction of 579.1 tCO₂e.

Beyond individual partnerships, Shein has joined Green Fuel Forward, a World Economic Forum campaign aimed at accelerating SAF adoption in the Asia-Pacific region.

Through these collective efforts, the retailer is gaining critical insights into the economic feasibility of green energy, ensuring it maintains a competitive edge in a climate-conscious market.