Takealot maintains its position as the top e-commerce platform in South Africa, despite the rise of international players like Temu. While Takealot dominates usage, Temu is rapidly gaining popularity due to its competitive pricing and value for money. The survey also highlights the growing preference for online shopping in South Africa, with a majority of consumers purchasing more online than in the previous year. Groceries, electronics, and apparel remain the most popular categories for online shopping.
Takealot remains the undisputed leader in South Africa’s online retail scene, despite the rising presence of international platforms like, making it the top e-commerce platform in the country. Temu followed at 40%, while Shein secured 39%, Superbalist 30%, and Bash from TFG captured 24%. This survey, which was based on nearly 1 800 responses from South African consumers, also revealed interesting insights into the growing local e-commerce market.
While Takealot dominates in terms of usage, the survey highlights that Temu is quickly gaining traction, offering competitive prices and appealing value for money. However, shoppers on Temu reported mixed opinions about the quality of items, rating it as ‘average.’ Temu’s value proposition, despite this, still positions it as a strong contender among local platforms.
Price sensitivity is a prominent feature in South African online shopping, with many consumers prioritising affordability and convenience. An increasing number of shoppers—64%—are now purchasing more online than a year ago. Groceries, electronics, and apparel dominate online shopping carts, with clothing and footwear being the most popular choice at 62%. Temu’s shoppers, in particular, favour clothing, with 63% listing it as their go-to category.
However, there are areas where Temu could improve. Consumers pointed to issues like hidden fees—especially import duties and delivery charges—as significant pain points. Transparency around pricing is key to gaining more trust from hesitant shoppers. Despite these concerns, Temu’s appeal continues to grow, driven by its competitive pricing and broad product range.
ECOMMERCE TAKEALOT TEMU SOUTH AFRICA ONLINE SHOPPING
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