Shein made its name in fashion, but the company is making a push into consumer electronics, adding Newegg to its online marketplace.

Newegg will use its new digital storefront to sell more than 1,000 technology products curated for gamers who wish to pursue their passion in style. While the two brands might seem like strange bedfellows, Newegg calls Shein a logical partner for it to pursue.

Newegg is No. 81 in the Top 2000. The Top 2000 Database is Digital Commerce 360’s ranking of the largest North American online retailers by web sales. There, it falls under the Consumer Electronics category.

Shein is No. 67 in Digital Commerce 360’s Global Online Marketplaces database. That database ranks the top such marketplaces by third-party gross merchandise value (GMV).

Why Newegg is selling on Shein’s marketplace

“Technology is deeply personal — it’s how people work, play and express themselves,” said Katie Lau, director of corporate marketing at Newegg. “This collaboration with Shein creates a unique opportunity to bridge fashion and technology, showing how everything from your gaming setup to your earbuds can become part of your personal identity.”

Shein also lauded the new collaboration.

“We’re excited to partner with Newegg to offer customers innovative products that reflect their passions and enhance their lifestyles,” said George Cheng, general manager and head of Shein Marketplace U.S., in a press release. “With growing customer demand, SHEIN is evolving into a go-to destination for lifestyle products, with a focus on accessibility and self-expression.”

Shein’s Newegg online storefront is already live and features a curated range of finished tech products. The companies said they will update the selection seasonally, reflecting emerging trends and customer demand.

The collaboration follows the launch of the Newegg Gamer Community on the retailer’s own website earlier this year.

How Newegg may benefit

Greg Zakowicz, a senior ecommerce expert at the marketing platform Omnispend, said the benefit to Newegg is two-fold.

“First, Shein’s traffic can put Newegg in front of shoppers who either do not know of the brand or often overlook it,” he explained. “Second, Shein has a large female audience, which is an area of focus for the company.”

Shein’s announcements specifically noted that the storefront will make a point of catering to female gamers interested in both style and technology products.

For Shein, partnering with Newegg gives the brand continued legitimacy as a trusted retailer with higher-quality products. That helps push back against impressions that its marketplace focuses on fast-fashion and cheap, low-quality products, Zakowicz said.

“The move may also give Shein renewed visibility in front of consumers who have shifted back to traditional stores like Amazon and Walmart,” Zakowicz stated.

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