By Nicole Araujo

The South African National Consumer Commission (“NCC”) recently confirmed its investigation into Shein and Temu regarding certain of the e-commerce giants’ operations in the nation. The NCC’s inquiry will assess whether Temu and Shein are complying with the Consumer Protection Act (“CPA”), with a specific focus on their marketing practices; the safety and quality of products sold; and the accuracy and fairness of their digital-market representations.

Prudence Moilwa, the NCC’s executive head, emphasised that the NCC will undertake a rigorous assessment of their compliance with the CPA, sending a clear message to the e-commerce industry that the NCC will enforce accountability.

The CPA is a strong legislative framework; however, it is increasingly tested by the rapid technological developments that shape e-commerce business models. As innovation progresses faster than regulation, the CPA’s effectiveness is limited in addressing modern consumer protection concerns. The NCC’s intention is not to discourage innovation; however, notes that innovation is expected to take place within the lawful framework. 



Additionally, the NCC has expressed growing concern about Temu’s and Shein’s use of algorithms to drive consumer engagement, particularly in relation to South Africa’s Protection of Personal Information Act. The key issue is the extent to which users are adequately informed about how their data is processed and whether they meaningfully consent to such use. These concerns also relate to the platforms’ data-mining practices and the use of automated systems to determine what consumers see, interact with, and ultimately purchase. In effect, the algorithms employed by these platforms enable highly targeted marketing, which may undermine consumer choice and preference.

Overall, the investigation is a call from the NCC for the e-commerce world to practice basic transparency.

This latest action by the NCC follows closely on the South African Competition Commission (“SACC)’s separate enforcement measures related to tax compliance by Temu and Shein, which focused on alleged under-declaration of customs duties and improper import-tax structures. Together, the two investigations suggest a coordinated tightening of oversight over foreign e-commerce operators entering the South African market at scale.

For more detailed insight into the SACC’s tax enforcement efforts, see our prior article, Trouble in Store: New challenges for Shein and Temu Devotees in South Africa, here.