Chinese fast-fashion apps threaten African retailers and jobs, prompting calls for bans

Chinese fast-fashion giants Shein and Temu have rapidly expanded across Africa, with Shein launching in South Africa in 2020 and Temu following in 2024. A Localization Support Fund study shows the two platforms generated about 7.3 billion rand in 2024, representing 3.6 % of the overall clothing, textiles, footwear and leather market but roughly 37 % of online sales in that sector. The analysis estimates that 2,818 manufacturing and 5,282 retail jobs were lost during that year, and modelled scenarios warn that more than 34,000 additional jobs could disappear by 2030.

Union director Simon Eppel and AGI Accra chairman Tsonam Cleanse Akpeloo argue the ultra-low prices and influencer-driven marketing pressure local manufacturers, urging tighter customs enforcement, quality checks, or even bans on the apps. In Nigeria and Ghana the platforms attract price-sensitive urban youth, while freight forwarders in Europe facilitate deliveries to markets like Guinea-Bissau, though some consumers report quality issues. Policymakers face a dilemma between providing affordable goods and protecting domestic industrial capacity.