As South African parents grapple with rising back-to-school costs, online retailers like Temu are capitalizing on the opportunity, offering affordable school supplies and challenging local giants. Temu's entry into the market highlights the shift towards online shopping and the increasing affordability pressures on local businesses.
As South African parents brace for the back-to-school rush, the strain of mounting costs is pushing families to rethink their spending habits. Rising school fees, long and demanding stationery lists, as well as the now additional burden of tech requirements for modern classrooms are stretching South African parents’ budgets thinner than ever. For years, local retail giants like Pick n Pay, Checkers, Game, and Makro have been the go-to destinations for back-to-school essentials.
However, the rise of online shopping has introduced new players to the game. Recent data shows that parents are now diversifying their shopping habits, exploring platforms like Shein and Temu for their children’s stationery and school supplies. These platforms allow them to offer products at lower prices. Local retailers have complained that this is creating an uneven playing field. But there doesn’t seem to be any relenting.While Temu, the Chinese-based e-commerce platform, is still a newcomer, it’s making waves by jumping on the back-to-school bandwagon. As part of its marketing campaign, the company recently released a back-to-school guide that it claims will help parents transition from holiday mode to school mode without breaking the bank, and – of course – promote their products available on their site. According to Temu’s list, preparation begins with creating an organised and efficient study environment. “Decluttering and using storage solutions like drawer dividers or removable shelves can help create a neat workspace,” the company recommends, noting that it can help children concentrate better. Tech essentials are also a significant expense for families. Temu’s list suggests budget-friendly accessories like cable organisers and protective cases to complement the laptops and tablets pupils have come to rely on. To ease the transition back into a routine, Temu also advised reintroducing structured schedules, such as limiting screen time and encouraging pre-bedtime habits like reading or listening to calming music. The company suggested simple alternatives like portable speakers and traditional alarm clocks (which it stocks by the dozen) to help maintain focus.While shamelessly punting its products, Temu’s guide does actually highlight the importance of creativity in a child’s environment to keep them engaged. It suggests personalised learning spaces tailored to children’s interests. However, South Africa’s markets have long struggled to offer a diverse range of affordable, creative products in this space. Buying patterns show that the lack of variety is a critical shortcoming, leading parents to seek alternatives from international platforms. A report by the Marketing Research Foundation revealed that Chinese online retailers Shein and Temu have been grabbing market share and increasing pricing pressure on local retailers. The report revealed that Shein holds a 35% market share in women’s clothing alone, in SA. But the reality is that affordability and creativity often outweigh patriotic spending when it comes to children’s needs. Local stores like Typo and PNA, while offering creative and trendy products, have been shown to remain out of reach for many families due to their higher price points. Companies like Shein and Temu have identified this gap in the South African market, providing cost-effective options that meet parents’ demands for “cute and colourful school supplies.” Experts say that until local businesses address these gaps, international e-commerce platforms will continue to dominate, despite the long-term consequences for the local economy. Ultimately, parents will prioritise what they perceive as best for their children, and in doing so, they are reshaping shopping patterns to favour affordability and variety
BACK-TO-SCHOOL E-COMMERCE TEMU SOUTH AFRICA ONLINE SHOPPING RETAIL AFFORDABILITY
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