Asos vs. Shein: Which brand should you buy?

Shein is known for its ultra-low prices and rapid replication of viral social media trends, while Asos provides a more curated but still trendy selection with better overall quality and more inclusive sizing at a slightly higher price point. Key differences come down to Shein’s unbeatable affordability versus Asos's focus on balancing style with more durable materials and consistent fit.

Let's break down everything you need to know to choose the right fashion retailer for your closet.

Asos: The Versatile & Trend-Conscious Retailer

Asos is a UK-based online fashion giant that caters to young adults looking for the latest styles without a luxury price tag. The brand has built a reputation for its wide range of on-trend clothing, accessories, and beauty products from both its in-house labels and other popular brands. It strikes a balance between fast fashion and foundational wardrobe pieces, making it a go-to for shoppers who want variety and reliable quality.

• Product mix: Extensive selection of clothing, shoes, accessories, and beauty items for men and women. Carries its own Asos Design label along with hundreds of other brands.
• Price point: Affordable, but a step above ultra-fast fashion. Most items range from $20 to $60, offering a good middle ground in the online fashion space.
• Quality: Decent quality for the price, often using better fabric choices and construction than its cheaper competitors. They also feature sustainable collections made with eco-friendly materials.
• Sizing/Fit: A major strength. Widely praised for its inclusive sizing, offering broad ranges for petite, tall, and plus sizes that tend to be consistent and true-to-chart.
• Sales: Holds frequent sales and offers a student discount, making its already reasonable prices even more accessible.
• Return policy: A customer-friendly 28-day return window for a full refund.

Asos is ideal for shoppers looking for a reliable, one-stop-shop that offers both trendy pieces and versatile basics with a commitment to inclusive sizing.

Shop Asos: asos.com

Shein: The Ultra-Fast Fashion Giant

Shein is a global online retailer from China that has exploded in popularity, especially among Gen Z and millennial shoppers. Its business model is built on one thing: speed. Famous for releasing thousands of new, trend-driven styles every single week at incredibly low prices, Shein makes it possible to experiment with viral looks seen on TikTok and Instagram for just a few dollars.

• Product mix: A vast and constantly changing catalog of women's, men's, and children's apparel, plus accessories, beauty, and even home goods.
• Price point: Exceptionally low. Most items cost between $5 and $30, with frequent flash sales that drop prices even further.
• Quality: Highly variable. Products are primarily made from inexpensive synthetic fabrics like polyester and are designed for short-term wear to keep up with fast-moving trends.
• Sizing/Fit: Known to be inconsistent. Shoppers must rely heavily on customer reviews, photos, and specific product measurements to find a good fit.
• Sustainability: The brand has faced significant public scrutiny over its environmental impact and labor practices, though it has recently introduced collections with recycled materials.
• Return policy: Offers returns, but shoppers report the process can sometimes be less streamlined than with other retailers.

Shein is perfect for the highly budget-conscious shopper who wants to try many different fleeting trends without committing much money to any single piece.

Shop Shein: shein.com

Asos vs. Shein Comparison

Price Comparison

There is a clear winner when it comes to price: Shein is significantly cheaper than Asos. You can often buy multiple items on Shein for the price of one item on Asos. Dresses, tops, and accessories on Shein typically fall in the $5-$30 range, whereas similar items on Asos are more commonly priced between $20 and $60.

However, Asos often provides better value in the long run. While you pay more upfront, the items generally last longer. For shoppers prioritizing the absolute lowest cost per item, Shein is the obvious choice. For those looking for a better quality-to-price ratio for pieces they might wear more than a few times, Asos offers a more compelling value.

Quality & Materials

Asos generally offers better quality products. The materials feel more substantial, the stitching is more secure, and items hold up better after washing. Asos is transparent about the materials used and even features dedicated eco-friendly collections. They achieve an acceptable standard of quality that aligns with their affordable but not disposable price point.

Shein's quality is a well-known trade-off for its low prices. Most of their clothes are made from inexpensive synthetic fabrics like polyester. While some pieces can be surprisingly nice, many are designed for a limited number of wears. Shoppers should expect thinner fabrics and less durable construction compared to Asos.

Product Selection & Style

Both retailers excel at trend-forward fashion, but their approaches differ. Shein is all about speed and quantity, reacting almost instantly to micro-trends that emerge on TikTok and other social media platforms. Its aesthetic is youth-focused, bold, and unapologetically trend-driven, with thousands of new items added daily.

Asos offers a broader and more curated selection. While just as trend-aware, it also stocks a wide range of styles from casual basics and streetwear to more polished and formal options. Asos caters to a slightly wider demographic by balancing viral pieces with more timeless styles that have a longer shelf life.

Fit & Sizing

This is one of the most significant differentiators. Asos is known for its commitment to inclusive and consistent sizing. Offering petite, tall, and plus-size ranges, their fit is generally reliable and in line with standard sizing charts, making it easier to shop with confidence.

Shein's sizing is notoriously inconsistent. An item marked as a "medium" from one product listing might fit completely differently from another. To combat this, shoppers must carefully study the product-specific measurement charts and read through customer reviews and photos to gauge the actual fit, which can be time-consuming.

Shopping Experience

The Asos website and app are polished, with advanced filtering options, detailed product descriptions, and an easy checkout process. Their customer service is responsive, and shipping is generally quick and reliable. The overall experience feels more like a traditional, trusted retailer.

Shein's app experience is highly gamified and engaging, built around flash sales, points systems, and a high-volume product feed that encourages constant browsing. However, shipping can be slower, and some customers report that resolving issues with orders can be more complicated.

Sustainability & Ethics

Asos has public commitments to sustainability and ethical sourcing. The company has published modern slavery statements and has specific targets for reducing carbon emissions and using more sustainable materials. While still a fast-fashion retailer, it is actively working toward becoming more responsible.

Shein has faced considerable criticism for its lack of transparency regarding its supply chain, labor practices, and huge environmental footprint. The sheer volume of cheap clothing it produces contributes significantly to textile waste. While Shein has launched some eco-friendly lines, it has a long way to go to address these foundational concerns.

Which One Should You Choose?

The right choice really depends on your shopping priorities, budget, and values.

Choose Asos if:

• You want trends that are fashionable but also versatile enough to last more than one season.
• Consistent sizing and finding the right fit without extensive research are important to you.
• You are willing to pay a little more for better quality materials and construction.
• You prefer to shop with a company that is making more transparent efforts toward sustainability.

Choose Shein if:

• Your top priority is the absolute lowest price possible.
• You love experimenting with hyper-specific viral trends and don't want to spend much on them.
• You enjoy the "thrill of the hunt" and don't mind reading lots of reviews to find a hidden gem.
• You are looking for an enormous, almost unlimited selection of new styles daily.

Frequently Asked Questions

Is Asos or Shein cheaper?

Shein is significantly cheaper than Asos. On average, you can expect prices on Shein to be 50-70% lower than on Asos for similar types of clothing.

Which has better quality?

Asos consistently offers better quality. Their products use higher-grade fabrics and exhibit more durable construction, meaning they are likely to last longer through wear and washing.

Which brand is faster at jumping on trends?

Shein is faster. Its business model is designed to produce and ship replications of viral social media trends within weeks, making it the quicker option for shoppers who want the hottest item right now.

Is sizing better on Asos or Shein?

Asos's sizing is much more reliable and consistent. Their dedicated lines for petite, tall, and plus sizing make it easier to find a predictable fit, whereas Shein's sizing varies wildly between items.

Which has a better return policy?

Asos generally has a more streamlined and customer-friendly return policy, with a 28-day window for a full refund. Shein accepts returns, but the process can sometimes be less straightforward for shoppers.

Is Asos more sustainable than Shein?

Yes, Asos is more sustainable. It has established public goals regarding eco-friendly materials, waste reduction, and ethical supply chain targets. Shein is far behind in this area and faces ongoing criticism for its environmental impact.

Which site is better for plus-size options?

Asos is better for plus-size fashion. Its "Asos Curve" line is well-regarded for offering trendy, well-fitting clothes that are not simply sized-up versions of straight-size designs.

Where are Asos and Shein based?

Asos is a UK-based e-commerce company. Shein was founded in and is based in China.