A T-shirt for a few dollars, along with jewelry, shoes and accessories — all delivered straight to your door.
asserted
all → deliver → door
For many young people in African cities, shopping no longer starts in a store.
asserted
shopping → start → store
They scroll through Instagram or TikTok, see influencers showing off their latest purchases, and place an order with just a few clicks.
This combination of extremely low prices, a huge selection and aggressive social media marketing has made Chinese company Shein one of the world's most successful online fashion retailers.
asserted
combination → scroll → retailers
Temu, also from China, follows a similar model with an even broader range of products.
asserted
Temu → follow → products
But as more purchasing power flows directly to Asia through these platforms, another question is becoming increasingly important: What happens to local retailers, manufacturers and jobs?
asserted
What → flow → retailers
South Africa shows the impact
South Africa is currently the clearest test case.
asserted
Africa → show → impact
Shein launched there in 2020, followed by Temu in 2024.
asserted
Shein → launch → 2024
According to a study commissioned by the Localization Support Fund, the two platforms generated around 7.3 billion rand (about $405 million) in 2024.
uncertain
platforms → accord → 2024
That represents 3.6% of the total market for clothing, textiles, footwear and leather, but already around 37% of online sales in the sector.
asserted
That → represent → sector
The study also estimates that 2,818 manufacturing jobs and 5,282 retail jobs failed to materialize during that period, a combined impact of about 8,100 jobs.
asserted
jobs → estimate → jobs
By 2030, more than 34,000 additional retail and manufacturing jobs could be at risk under the study's modeled scenarios.
uncertain
jobs → model → scenarios
Simon Eppel, a research director with the South African Clothing and Textile Workers' Union (SACTWU), sees this as a growing threat to the domestic industry.
asserted
Eppel → see → industry
He says Shein and Temu have gained a significant market share in a short period of time and put local manufacturers under pressure.
asserted
Shein → say → pressure
"They sucked up billions of rands […] in sales, and undercut local manufacturers," Eppel said.
asserted
Eppel → suck → manufacturers
The union is calling for stricter controls.
asserted
union → call → controls
"In fact, we propose to ban these apps in South Africa," added Eppel, noting that the SACTWU sees such a move as one possible measure to counter the effects of the price pressure.
asserted
SACTWU → propose → pressure
Aggressive price competition
Industry experts have cautioned that online giants such as Shein can operate at a speed that is difficult for a small African retailer to match.
asserted
retailer → caution → speed
Digital data shows which products are in demand, while influencers, discounts and a constant stream of new offers encourage consumers to buy.
asserted
influencers → show → consumers
For users, the line between entertainment and shopping is becoming increasingly blurred.
asserted
line → become → entertainment
Tsonam Cleanse Akpeloo, chairman of the Association of Ghana Industries, Accra chapter (AGI Accra), stresses that the offers are particularly attractive in price-sensitive markets.
asserted
offers → stress → markets
"Their prices are attractive in price-sensitive economies where consumers naturally look for products that fit their budgets," he told DW.
asserted
he → look → DW
Local business owners say that problems arise when they can no longer compete on price.
asserted
they → say → price
Companies that rely on high-quality materials and higher standards are put at a competitive disadvantage.
asserted
that → rely → disadvantage
In Ghana, Akpeloo has observed similar developments in sectors such as aluminum and hardware.
asserted
Akpeloo → observe → aluminum
Temu has a dedicated platform for the market there, while Shein is building its reach primarily through influencers and fashion content.
asserted
Shein → have → influencers
But Nigeria has already experienced what cheap imports can do to a local industry.
asserted
imports → experience → industry
It is also about the conditions under which local businesses can compete with global platforms.
asserted
businesses → compete → platforms
Shein and Temu do not have a direct presence everywhere in Africa.
asserted
Shein → have → Africa
But their products also reach customers indirectly in many other African countries.
asserted
products → reach → countries
So-called freight forwarders play an important role.
asserted
forwarders → call → role
They provide customers with a delivery address in a country where Shein or Temu delivers directly.
asserted
Shein → provide → country
The package is initially sent there and then forwarded to other places across Africa.
asserted
package → send → Africa
This is how it works for Mariama Sow from Guinea-Bissau.
asserted
it → work → Bissau
She orders shoes, accessories and human hair for hair salons from Shein.
asserted
She → order → Shein
She uses a freight forwarder in Portugal, which then forwards her orders to Guinea-Bissau.
asserted
which → use → Bissau
"Underwear, shoes, clothes and school supplies, and above all the human hair, live up to their promise," Sow said.
asserted
Sow → live → promise
At the same time, she says she has heard complaints from other customers about poor quality or incorrect sizes.
asserted
she → say → quality
Another problem, she says, is that local retailers are losing customers, particularly younger ones.
asserted
retailers → say → customers
The tax dispute shows the political dimension
For governments, the issue is also about taxes and fair competition.
asserted
issue → show → taxes
South Africa has therefore tightened the rules governing small online imports.
asserted
Africa → tighten → imports
…and 12 more, not listed.
