content: <?xml version="1.0" encoding="UTF-8"?><edgarSubmission xmlns="http://www.sec.gov/edgar/ownership" xmlns:com="http://www.sec.gov/edgar/common">
    <headerData>
      <submissionType>144</submissionType>
      <filerInfo>
        <filer>
          <filerCredentials>
            <cik>0001763618</cik>
            <ccc>XXXXXXXX</ccc>
          </filerCredentials>
        </filer>
        <liveTestFlag>LIVE</liveTestFlag>
  
  
      </filerInfo>
    </headerData>
    <formData>
      <issuerInfo>
        <issuerCik>0001762322</issuerCik>
        <issuerName>SHIFT TECHNOLOGIES, INC.</issuerName>
        <secFileNumber>001-38839</secFileNumber>
        <issuerAddress>
          <com:street1>2525 16TH STREET</com:street1>
          <com:street2>SUITE 316</com:street2>
          <com:city>SAN FRANCISCO</com:city>
          <com:stateOrCountry>CA</com:stateOrCountry>
          <com:zipCode>94103</com:zipCode>
        </issuerAddress>
        <issuerContactPhone>(815) 575-6739</issuerContactPhone>
        <nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>Aizpuru Luis Igancio Solorzano</nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>
        <relationshipsToIssuer>
          <relationshipToIssuer>Director</relationshipToIssuer>
        </relationshipsToIssuer>
      </issuerInfo>
      <securitiesInformation>
        <securitiesClassTitle>Common</securitiesClassTitle>
        <brokerOrMarketmakerDetails>
          <name>Fidelity Brokerage Services LLC</name>
          <address>
            <com:street1>245 Summer Street</com:street1>
            <com:city>Boston</com:city>
            <com:stateOrCountry>MA</com:stateOrCountry>
            <com:zipCode>02110</com:zipCode>
          </address>
        </brokerOrMarketmakerDetails>
        <noOfUnitsSold>76282</noOfUnitsSold>
        <aggregateMarketValue>15103.83</aggregateMarketValue>
        <noOfUnitsOutstanding>16999021</noOfUnitsOutstanding>
        <approxSaleDate>10/10/2023</approxSaleDate>
        <securitiesExchangeName>NMS</securitiesExchangeName>
      </securitiesInformation>
      <securitiesToBeSold>
        <securitiesClassTitle>Common</securitiesClassTitle>
        <acquiredDate>02/22/2019</acquiredDate>
        <natureOfAcquisitionTransaction>Merger/Acquistion</natureOfAcquisitionTransaction>
        <nameOfPersonfromWhomAcquired>Issuer</nameOfPersonfromWhomAcquired>
        <isGiftTransaction>N</isGiftTransaction>
        <amountOfSecuritiesAcquired>76282</amountOfSecuritiesAcquired>
        <paymentDate>02/22/2019</paymentDate>
        <natureOfPayment>Compensation</natureOfPayment>
      </securitiesToBeSold>
      <nothingToReportFlagOnSecuritiesSoldInPast3Months>Y</nothingToReportFlagOnSecuritiesSoldInPast3Months>
      <noticeSignature>
        <noticeDate>10/10/2023</noticeDate>
        <signature>/s/ Christian Nasser as a duly authorized representative of Fidelity Brokerage Services LLC, as attorney-in-fact for Luis Aizpuru</signature>
      </noticeSignature>
    </formData>
  </edgarSubmission>
metadata_documents: [{"type": "144", "sequence": "1", "filename": "primary_doc.xml", "secsgml_size_bytes": 2889}]
text: 144
  0001763618
  XXXXXXXX
  LIVE
  0001762322
  SHIFT TECHNOLOGIES, INC.
  001-38839
  2525 16TH STREET
  SUITE 316
  SAN FRANCISCO
  CA
  94103
  (815) 575-6739
  Aizpuru Luis Igancio Solorzano
  Director
  Common
  Fidelity Brokerage Services LLC
  245 Summer Street
  Boston
  MA
  02110
  76282
  15103.83
  16999021
  10/10/2023
  NMS
  Common
  02/22/2019
  Merger/Acquistion
  Issuer
  N
  76282
  02/22/2019
  Compensation
  Y
  10/10/2023
  /s/ Christian Nasser as a duly authorized representative of Fidelity Brokerage Services LLC, as attorney-in-fact for Luis Aizpuru