How can African retailers compete with Shein and Temu?
Chinese e-commerce giants Shein and Temu are rapidly expanding in Africa, leveraging low prices and social media marketing to capture significant market share. Local manufacturers and retailers are concerned that this growth is displacing local jobs and threatening the domestic textile and retail sectors.
Why it matters
The rise of ultra-fast fashion platforms poses a direct economic challenge to developing retail markets and local manufacturing industries in Africa.
Shein and Temu are expanding across Africa with low prices and vast product ranges. Businesses and unions warn the growth could come at a cost for local jobs.
https://p.dw.com/p/5LQR9 Shein and Temu have gained a significant market share in a short period of time, putting local manufacturers under pressure/AFP Advertisement A T-shirt for a few dollars, along with jewelry, shoes and accessories — all delivered straight to your door. For many young people in African cities, shopping no longer starts in a store.
They scroll through Instagram or TikTok , see influencers showing off their latest purchases, and place an order with just a few clicks.
This combination of extremely low prices, a huge selection and aggressive social media marketing has made Chinese company Shein one of the world's most successful online fashion retailers .
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