Shein and Temu expand across Africa, challenging local retailers

Shein and Temu, two Chinese‑based e‑commerce platforms known for low‑price apparel and a broad assortment of consumer goods, are accelerating their expansion across African markets. The companies have entered multiple countries in the region, leveraging mobile‑first shopping apps and aggressive pricing strategies to attract price‑sensitive consumers. Their rapid rollout follows a broader trend of global online retailers targeting Africa’s growing internet‑connected population, with both firms reporting double‑digit growth in user numbers and sales volumes since their initial launches on the continent.

Local business groups and labor unions have cautioned that the influx of ultra‑cheap imports could undermine domestic retailers and manufacturing, potentially leading to job losses. Representatives of African trade associations argue that the platforms’ ability to undercut prices may force small‑scale traders out of the market, while unions fear reduced demand for locally produced goods could erode employment in the sector. Authorities in several countries are monitoring the situation, and some have begun reviewing regulatory frameworks to address competition and consumer protection concerns as the e‑commerce landscape continues to evolve.