Beyond the Cart: How SHEIN is Rewriting Retail’s Marketplace Rulebook, with George Chang by @Ricardo Belmar

0 Plays21 days ago

S5:E6 SHEIN’s Marketplace Evolution - A Conversation with George Chang, GM & Head of SHEIN Marketplace

In this episode, we explore how SHEIN is reengineering what marketplace success looks like in the U.S., how loyalty is evolving post-2020, and why SHEIN’s unique approach to seller partnerships and social commerce is creating a new kind of ecosystem—one built for discovery, agility, and growth. From leadership roles at Rakuten, Mirakl, and Newegg to his current post as GM of SHEIN Marketplace, George Chang’s career reads like a playbook for scaling commerce in the digital age. Now a key member of the senior leadership team at SHEIN, George joins Ricardo and Casey to talk about building a curated, invitation-only marketplace tailored for Gen Z and Millennial consumers—where fashion, beauty, and lifestyle collide.

Tune in for a conversation that spans everything from globalization to the next frontier in customer acquisition. Learn how George’s energetic & visionary leadership style is driving change at SHEIN while reshaping U.S. retail one bold move at a time. Whether you’re a seller, a strategist, or just marketplace-curious, this one’s got something for you!

Subscribe to our Newsletter: https://retailrazor.substack.com

Subscribe to our YouTube channel: https://bit.ly/RRShowYouTube

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.

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