Temu’s “shipping confirmed” alerts leave South Africans feeling misled

Temu’s “shipping confirmed” alerts leave South Africans feeling misled

For many South Africans, online shopping notifications have become background noise order updates, delivery alerts, discount reminders. But when a “Shipping Confirmed” message pops up for items you never ordered, that noise suddenly turns into alarm bells.

That’s exactly what’s been happening to some local Temu users, who say the Chinese e-commerce giant is sending shipping notifications for products that haven’t actually been ordered, let alone dispatched.

And while the app makes it look like free gifts are already on their way, the reality is far more complicated and, critics argue, deeply misleading.

“Your gifts were sent”… except they weren’t

The issue came to light after a South African Temu user received a push notification claiming that eight free gifts had been shipped on 21 January 2026. The user had no outstanding orders, which immediately raised fears of account fraud.

Opening the app didn’t lead to a tracking number or order confirmation. Instead, it launched one of Temu’s familiar in-app mini-games, a spinning wheel promising rewards such as free products, discounts, or coupons.

While the interface suggests chance and luck, Temu’s own rules quietly state that these games are “illustrative only” and that all participants receive the same outcome already promised in the notification.

In other words, the spin is theatre.

The catch behind Temu’s “free” gifts

Despite the confident “shipping confirmed” wording, nothing had actually been sent. To unlock the so-called gifts, the user first had to select them from a curated catalogue and then place a separate order with a minimum spend of R450.

Even then, the items didn’t land in the shopping cart. They were added to a wishlist.

The only way to eventually get them for free was by redeeming Temu’s in-app currency, known as “stars,” which shoppers earn through spending. Users report earning roughly 25% to 30% of their order value back in stars.

For this particular case, collecting the required 5,000 stars would have meant spending more than R25,000 on the platform, all to unlock gifts valued at R1,236.

Unsurprisingly, the user walked away.

Not a once-off: notifications keep coming

What’s raised further concern is that this wasn’t a single misleading alert. The same user reportedly received multiple “Shipping confirmed” notifications throughout January 2026, often every second day.

Regardless of the fine print buried in the app, consumer experts say the wording itself is the problem.

A notification stating that items have been shipped is a statement of fact and in this case, it wasn’t true.

Why this matters under South African law

In South Africa, push notifications that promote products are classified as direct marketing. That means they fall under advertising standards and consumer protection legislation.

Advertising Regulatory Board (ARB) CEO Gail Shimmel has said that false claims designed to lure consumers into making purchases are classic examples of misleading advertising.

“If it is a misleading ad, then it is in breach of the ARB Code and possibly the Consumer Protection Act,” she explained.

Veteran consumer journalist Wendy Knowler was even more blunt, describing the notifications as “beyond deceptive”, a strong indictment in a country already wary of digital scams and aggressive marketing tactics.

Regulators are watching, but action is slow

So far, the ARB says it hasn’t received formal complaints specifically about these shipping notifications. However, it has dealt with multiple Temu-related cases in recent years.

In 2025 alone, the ARB handled four complaints against Temu. One was resolved directly with the complainant, another was corrected by the company, a third fell outside the ARB’s jurisdiction, and a fourth was ruled invalid. Two additional matters are still under investigation.

Temu has generally been willing to engage with the regulator, which has limited the number of adverse rulings against it.

Meanwhile, the National Consumer Commission (NCC) is already investigating both Temu and Shein to assess their compliance with the Consumer Protection Act, even though it did not comment specifically on the shipping notification issue.

The bigger picture for South African shoppers

Temu has exploded in popularity locally thanks to ultra-low prices, flashy gamification, and constant promotions a model that resonates strongly in a price-sensitive economy like South Africa’s.

But this incident highlights a growing discomfort with how far digital retailers can push psychological nudges, half-truths, and fine-print mechanics before crossing a legal line.

On social media, reactions have ranged from irritation to resignation. Some users say they’ve learned to ignore Temu notifications entirely, while others argue that regulators need to act faster to protect consumers who may not understand the hidden conditions.

For now, one thing is clear: if a Temu notification tells you your order has shipped, it’s worth double-checking before you celebrate.

{Source: The Citizen}

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