How is DHL Helping Shein's Green Supply Chain Transition? - Supply Chain Digital Magazine

As fashion retailers come under further scrutiny for their unsustainable operations, Shein is working to mitigate its impact by utilising sustainable aviation fuel (SAF) in its air cargo logistics.

The global fashion and lifestyle e-retailer is making efforts to reduce emissions, particularly in today's climate where companies that do not enact sustainability measures are at risk of turbulence and financial losses.

Shein is partnering with DHL in order to adopt its GoGreen Plus service, making use of the logistics giant's thorough capabilities. Meeting consumer expectations

Shein is a global fashion and lifestyle retailer, working to ensure affordable products to consumers around the world and reduce inventory waste. It has customers in more than 150 countries globally, with a digital-first model to meet customers online. As consumer demand for easy access to e-commerce rises, Shein works to engage customers and deliver a strong shopping experience.

In recent years, global supply chains have been reshaped by increasing demands for resilience alongside sustainability. According to DHL's 2025 E-Commerce Trends Report, 50% of shoppers buy online at least once a week, with 90% of shoppers using their smartphones to shop. Consumers are also expecting free and fast delivery, willing to shop elsewhere if their site does not meet expectations.

With this growing demand, consumers are also rethinking their sustainability impact, with one in three shoppers abandoning their cart due to sustainability concerns – Gen Z in particular have the highest concerns of a company's sustainability initiatives.

For online retailers, having a clear sustainability report generates more trust between buyers and sellers, particularly when the brand is wholly online and does not have a human contact experience. Moreover, consumers are increasingly aware of climate change, as well as the way fashion and shopping contributes to that. 

In order to meet consumer expectations for sustainable operations, Shein is adopting sustainable logistics capabilities. Its agreement with DHL will support the use of sustainable aviation fuel (SAF) within air cargo logistics, relying on DHL's GoGreen Plus service to do so. Experts in logistics decarbonisation

DHL is a global logistics company, working to connect people while reducing its environmental impact. As such, it has designed new strategies for itself and its customers to reduce emissions throughout the logistics sector. 

DHL's GoGreen Plus service introduces SAF into the aviation fuel supply in its network. SAF is a biofuel, produced from renewable sources like vegetable oils, animal fats, waste products and crops. It is used as a substitute for traditional jet fuel and has the capacity to reduce gas emissions by up to 80%.

Following implementation, lifecycle emissions reductions which are associated with SAF – in comparison to jet fuel – are then given to participating customers, like Shein, who are utilising internationally recognised accounting methodologies. All of these allocations are documented through recognised certification frameworks, helping customers account for SAF-related lifecycle emissions reductions within their 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.”Sustainability, procurement and supply chain leaders won’t want to miss Procurement & Supply Chain LIVE, taking place at Navy Pier, Chicago, on April 21–22.Co-located with Sustainability LIVE: The US Summit, the event unites senior decision-makers at a time when supply chains, sustainability and business performance are more interdependent than ever.Secure your place now for The US Summit – group booking discounts availableExpanding SAF capabilitiesThe partnership with DHL is another in a line of initiatives and collaborations that Shien has undertaken across the air cargo ecosystem. The company has worked to develop a series of partnerships with logistics providers, cargo airlines and industry groups, including the signing of a Memorandum of Understanding with Lufthansa Cargo in 2025.Shein is actively working to better understand how SAF solutions can support its journey to sustainable operations and decarbonised logistics. “Working with partners such as DHL allows us to better understand how sustainable aviation fuel solutions may be incorporated into air cargo logistics,” said 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 already piloted SAF across 14 Atlas Air charter flights, achieving an estimated emissions reduction of 579.1 tCO₂e. Now, by working with DHL, it is likely to see a significant move towards logistics decarbonisation. 

Shein has also joined Green Fuel Forward, a campaign led by World Economic Forum, which is accelerating the adoption of SAF in the Asia-Pacific region. It aims to raise awareness, foster collaboration and strengthen demand signal for SAF.

Through its partnerships with responsible logistics providers and airlines, Shein is gaining insights into the economic feasibility and emissions reduction of SAF-related solutions, finding the benefits of upholding sustainable operations across its logistics.