Shein and Temu Face Stormy Skies in South Africa’s Booming Online Market

South Africa’s online shopping scene is bigger than ever, with digital sales expected to reach R130 billion in 2025. But while global giants like Shein and Temu rode this wave with cheap fashion imports, their free ride may be running out.

A Market In Fast-Forward

Just a few years ago, South Africans were still cautious about buying clothes, shoes, and gadgets online. Now, according to World Wide Worx’s Online Retail in South Africa 2025 report, digital spending grew by a massive 35% in 2024 and continues to outpace traditional retail by miles. Shopping apps have become part of daily life, and bargain hunters have eagerly turned to Shein and Temu, who promised “style for less” delivered straight from overseas.

By 2024, the two platforms had racked up an estimated R7.3 billion in sales, taking almost 40% of South Africa’s online fashion market. For young shoppers especially, scrolling Shein or Temu became as normal as browsing Instagram.

The Bigger Picture

Still, the numbers reveal an important truth: Shein and Temu’s share looks huge in the online space, but when compared to South Africa’s entire clothing and textile import marketworth R92 billion in 2024their slice is relatively small. They may have disrupted local fashion retailers, but they’re not yet dominating the broader trade landscape.

Regulators Close In

What’s changing fast is government involvement. The South African Revenue Service (SARS) has spotted loopholes that allowed Shein and Temu to ship cheaply, often slipping under customs radar. Those gaps are closing. New checks, taxes, and compliance requirements are expected to raise costs and slow down deliveries, eroding the platforms’ biggest selling points.

At the same time, local retailers are getting smarter. Brands like Superbalist, The Fix, and even traditional chains have ramped up their online presence with faster delivery, easier returns, and trusted payment methods. For shoppers, the convenience of a nearby warehouse can outweigh waiting weeks for a parcel stuck at customs.

Social Media And Public Buzz

On TikTok and X , reactions are mixed. Some users cheer the crackdown, saying local businesses deserve protection:

“We can’t keep sending money to China while SA factories close. Time to back our own,” wrote one Johannesburg user.

Others worry that tighter rules mean fewer affordable options:

“If Shein gets more expensive, where are we supposed to shop? Everything in malls costs triple,” another young shopper commented.

The debate highlights South Africa’s tricky balance: protecting local jobs while keeping fashion accessible in a cost-of-living crisis.

The Road Ahead

The report is clear: Shein and Temu will remain influential, but not invincible. Instead of outright dominance, the likely future is coexistence. Local players are learning fast, regulators are tightening controls, and shoppers are adjusting their expectations.

For South Africans, this shift is bigger than just fast fashion. It signals a new chapter in how global and local retail can share the same digital spaceand how regulation, consumer habits, and competition will shape the next wave of online shopping.

Source:Business Tech 

Follow Joburg ETC on Facebook, Twitter , TikTok and Instagram

For more News in Johannesburg, visit joburgetc.com