Merchandising/Marketing/Retailing: Management

Text Mining on SHEIN Reviews: Key E-commerce Touchpoints Analysis 

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Abstract

This study examines order fulfillment touchpoints in e-commerce by analyzing 15,561 verified consumer reviews of SHEIN collected from Trustpilot and the SHEIN website (February 2022–February 2025). Using text mining techniques guided by logistics service quality (LSQ) and physical distribution service quality (PDSQ) frameworks, the research identifies 12 touchpoints across delivery, packaging, and returns categories. Multivariate hypergeometric analysis reveals an asymmetrical impact pattern: negative experiences decrease ratings more dramatically than positive experiences increase them. Delivery speed (+1.19 stars) and delivery process (+1.10 stars) demonstrate the strongest positive effects, while return cost (-2.67 stars), return policy (-2.47 stars), and return process (-2.45 stars) show the most severe negative impacts. The findings extend existing LSQ and PDSQ frameworks by quantifying previously overlooked touchpoints and suggest e-retailers should prioritize eliminating negative experiences in returns management rather than enhancing positive delivery experiences to maximize consumer satisfaction improvements.

Keywords: E-commerce, Order Fulfillment, Text Mining, Consumer Reviews, SHEIN, Logistics Service Quality

How to Cite:

Sheikh, M. & Su, J., (2025) “Text Mining on SHEIN Reviews: Key E-commerce Touchpoints Analysis ”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21738