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Fast fashion platforms including Shein, Temu, and AliExpress continue to use dark patterns to keep consumers engaged and drive sales. Including misleading discounts, urgency-inducing timers and gamified elements like “Lucky Draws” and “Shake & Win,” dark-pattern tactics are designed to encourage quick, often impulsive purchases.
For its part, leading up to Black Friday, Shein offered up to 60% off and free shipping, and encouraged first-time buyers to engage with a slot-machine-style graphic for a chance to win £200 ($250) “gifts,” or credit toward purchases. Meanwhile, Temu used “1/2 Price” sales and “Almost Sold Out” tags to fuel urgency around purchasing decisions. And AliExpress offered mobile customers 90% off discounts, the opportunity to receive discounts by shaking their phone and “Team Up & Get Cashback” opportunities, promising up to £400 ($500) for shopping or sharing deals with friends.
The Netflix documentary “Buy Now!” which came out on November 24, explores how dark patterns used by e-commerce players including Shein and Temu manipulate consumer behavior. The techniques are used to impulse drive impulse purchases by using gaming and exploiting psychological triggers like FOMO. According to a 2022 report by the European Commission, 97% of the most popular shopping apps and sites use at least one dark pattern.
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