SHEIN Partners with DHL to Reduce Air Cargo Emissions Using SAF

Global online retailer SHEIN has entered a partnership with DHL Group to utilize its GoGreen Plus service, a move designed to reduce carbon emissions from its air cargo operations through the use of Sustainable Aviation Fuel (SAF). The agreement allows SHEIN to directly address its significant logistics footprint, which is heavily reliant on air freight to support its fast-fashion business model.

This collaboration focuses on carbon "insetting," a method that reduces emissions directly within a company's own value chain. Unlike traditional offsetting, which involves funding external environmental projects, insetting with GoGreen Plus allows SHEIN to claim verifiable reductions in its Scope 3 indirect emissions. This accounting is validated under the Science Based Targets Initiative (SBTi) framework, providing a credible response to growing scrutiny over corporate sustainability claims. According to DHL's service specifications, SAF can reduce lifecycle Greenhouse Gas (GHG) emissions by up to 80% compared to conventional jet fuel.

Background and Emission Targets

The partnership builds on previous efforts by SHEIN to explore decarbonization solutions. A SHEIN Group corporate press release noted that in 2025, the company piloted 187.3 tonnes of SAF across 14 charter flights operated by Atlas Air, which resulted in an estimated saving of 579.1 tCO2e. However, this initiative comes as the company's overall logistics emissions continue to climb. SHEIN's 2024 Sustainability Report disclosed that its transportation and distribution emissions rose 13.7% to reach 8,519,829 mtCO2e.

For DHL, the agreement supports its own ambitious sustainability goals. The DHL Group Sustainability Roadmap outlines a target to use 30% Sustainable Aviation Fuel for all its air transport by 2030. Securing high-volume clients like SHEIN is critical to funding the procurement of SAF, which remains significantly more expensive than traditional jet fuel. John Pearson, CEO of DHL Express, described the agreement as an important milestone in driving the green transformation of air logistics. Mustan Lalani, SHEIN's Head of Sustainability, added that working with DHL helps the company integrate SAF solutions into its logistics network.

Industry Impact and Regulatory Scrutiny

The move is particularly significant given the business model of fast-fashion e-commerce, which prioritizes speed and relies heavily on air freight. This makes aviation a primary source of logistics emissions for companies like SHEIN. The partnership also provides SHEIN a tool to counter allegations of greenwashing. Italy's Antitrust Authority (AGCM) has placed the company under investigation for potentially misleading sustainability claims. According to the environmental group Stand.earth, the small reductions from SAF are overshadowed by the company's massive overall emissions growth.

By engaging in a verifiable insetting program, SHEIN can demonstrate concrete action on its Scope 3 emissions. The impact extends to several key stakeholders. DHL Express secures a major customer to help finance its expensive SAF strategy. SHEIN gains a credible tool for emission reductions, albeit at a premium logistics cost. The increased demand also benefits SAF producers like Neste and BP by providing financial backing to scale up production.

Context and Future Outlook

This development aligns with a broader industry trend of major e-commerce players investing in SAF. In the years 2020-2023, Amazon secured millions of gallons of SAF to decarbonize its dedicated Amazon Air network, establishing a precedent for large-scale e-commerce logistics firms taking direct action on aviation emissions. SHEIN's partnership with a third-party logistics provider like DHL demonstrates an alternative path for companies that do not operate their own air cargo fleets.

Looking ahead, the primary milestone for the sector is DHL's commitment to its 2030 SAF blending target. The success of programs like GoGreen Plus will be crucial in determining if the logistics giant can achieve this ambitious goal. As regulatory bodies and consumers demand greater transparency, verifiable insetting solutions are expected to become a standard feature of sustainable supply chain management.

Why This Matters

This partnership signals a critical shift in how the high-velocity e-commerce sector addresses its substantial air freight carbon footprint. By adopting a carbon insetting model with a major logistics provider, SHEIN is creating a replicable framework for other retailers to address their Scope 3 emissions directly. The move highlights the increasing pressure on global supply chains to move beyond carbon offsetting and invest in tangible, in-sector decarbonization technologies like Sustainable Aviation Fuel.