Consumer preferences typically lean towards businesses that provide the most value while remaining low-cost. However, modern technology has made online shopping accessible to everyone, but it also comes at the cost of the consumer if no security is provided. This means businesses need to know the consumer rights and take steps to protect their customers.
Since the COVID-19 pandemic, online shopping has seen exponential growth, but so have complaints about products and services. Common issues include non-delivery or late delivery of goods, defective or misrepresented products, difficulties with returns and refunds, and fraudulent or untraceable sellers.
According to the Consumer Goods and Services Ombud (CGSO) report, complaints relating to online purchases accounted for the largest category (19%) of the 12 207 complaints received in 2024/2025.
“Online platforms can be a great source of bargains, but shoppers are often exposed to cloned websites, misleading offers, and poor service. Half of our respondents reported that they have been scammed in some form, both online and offline,” says Sunette Ansara, Head of Group Legal at JustMoney.
What is Driving Online Shopping Issues for Consumers?
South African consumer online shopping issues are driven by several key factors: severe delivery and logistics failures, security and payment anxieties, high unexpected costs, and a lack of physical inspection.
The primary drivers of e-commerce friction include:
Delivery and Last-Mile Logistics Frictions
Delays and Failures: Delivery issues account for a large portion of consumer complaints. This includes delayed, lost, or damaged packages, which ruins the customer experience and deters repeat purchases.
High Shipping Costs: Unexpected delivery fees added at checkout are a primary catalyst for cart abandonment, which sits at over in South Africa.
Rural and Peri-Urban Access: Last-mile delivery into townships and rural areas is inconsistent, limiting the addressable market for many retailers.
Security and Cyber Fraud
Data Privacy Anxieties: A large segment of South African shoppers hesitate to shop online due to fears of credit card fraud and personal data theft.
Lack of Trust: Scepticism regarding unverified third-party vendors and the fear of paying for goods that never arrive prevent widespread adoption among first-time shoppers.
Consumer Preferences and Tech Barriers
Inability to Touch Goods: Many consumers still value the experience of physically inspecting items (like fabrics and sizing) before purchasing.
Technology Barriers: For some segments, complex checkout interfaces, payment errors, and the costs associated with continuous Internet data access pose legitimate barriers.
The problem is exacerbated by many South Africans’ lack of financial education and reluctance to read the fine print. According to the Money and Me Survey, there is a widespread lack of awareness about loan terms beyond interest rates and repayment periods. Only 13% of respondents check credit insurance terms.
“A robust legal framework is in place to protect online shoppers, but you must be vigilant, understand your rights, and know where to turn if your complaint is not addressed,” says Ansara.
How is Online Shopping Governed in South Africa?
Online shopping in South Africa is governed by key legislation: the Electronic Communications and Transactions Act (ECTA), the Consumer Protection Act (CPA), and the Protection of Personal Information Act (POPIA). These laws establish explicit obligations for online sellers.
The responsibilities of retailers under these regulations are as follows:
Clear and Accurate Information
Online retailers must provide the supplier’s full business name, registration number, contact details, physical address, and customer service contact points. The full price, including VAT, and any additional delivery or handling fees must be disclosed, along with a clear description of the goods or services. Retailers must also provide information on delivery arrangements and timelines, returns, cancellations, refund policies, and instructions for the complaints procedure.
Quality of Goods
All goods must be safe and free from defects, durable for a reasonable period, and match the description and samples shown online.
Warranty on Goods
The CPA provides an automatic six-month warranty on most goods. If there is a fault, you can return it to the supplier and choose between a repair, replacement, or refund. The supplier cannot force you to accept a repair.
Delivery of Goods
If a supplier commits to a specific delivery timeframe, they must honour it. If no timeframe is specified, delivery must take place within a reasonable period. Failure to deliver within the agreed time entitles you to cancel the transaction and obtain a refund, provided you’ve followed up with the supplier.
Accurate Advertising of Goods
If an item is sold out but isn’t clearly marked as such, and you go ahead with a purchase, you are entitled to an identical or higher-quality product, or a full refund. This can include interest and reimbursement for any expenses you’ve incurred.
Correct Description and Image
If the goods don’t match the description, or are defective, unsafe, or unsuitable, the Consumer Protection Act allows you to return them to the supplier within six months, at the supplier’s expense, and to choose a repair, replacement, or refund.
In addition, the ECTA provides a seven-day cooling-off period after delivery for online purchases, subject to the following certain statutory exceptions.
- If the goods are returned in the original unopened packaging, you are entitled to a full refund.
- If returned in their original condition and repackaged in their original packaging, the supplier may deduct a reasonable amount for the use of the goods, unless the goods are normally depleted by use and it’s clear they haven’t been used.
- If the goods are returned without their packaging, the supplier can deduct a reasonable amount for repackaging and restoring the goods so they can be resold.
Online retailers collect a large amount of personal data from consumers. This includes addresses, identity numbers, and banking details. Because of this, the POPI Act states that businesses may collect only necessary information and use it for a specific, lawful purpose; they must keep it secure and obtain your consent before sharing it.
How Consumers Can Protect Themselves Online
Online shopping is only going to grow further as more people get smartphones and connect to the Internet. Consumers need to know how to protect themselves. Use the following tips to protect yourself when shopping online.
- Verify that the website lists full contact details and terms and conditions.
- Take screenshots of product descriptions and advertised prices.
- Check ratings and reviews from independent sources.
- Understand return and refund policies. Some sellers may not accept returns or offer store credit only.
- Pay with a credit card rather than an EFT, as this offers better protection.
- If you experience a website glitch while paying, pause, take a screenshot, and check if your payment was processed. Contact the seller if you have any doubts before attempting to pay again.
- Keep proof of purchase and communication with the seller to support your case should a dispute arise.
Protecting Yourself: Tips from JustMoney
JustMoney is a South African personal finance platform that helps users manage their finances, improve their credit health, and compare financial products. Rather than providing loans directly, it partners with vetted industry experts to offer tailored financial services.
The organisation offers the following advice to consumers on what to do if they suspect online shopping fraud.
- Contact your bank if you suspect fraud.
- Reach out to the retailer. If you have difficulty tracing a seller, use a search engine or social media platform to check whether other customers have advice or contacts.
- Clearly explain the problem. Clarify why you require a delivery, refund, repair, or replacement, then confirm this in an e-mail.
Where to Lodge a Complaint
If the supplier refuses to help or ignores you, contact one or more of the following organisations. Services are free (although certain applications may require a filing fee), and you don’t need a lawyer to lodge a complaint:
- Industry Ombud: Contact any industry ombud, such as the Consumer Goods and Services Ombud (CGSO). Find Ombudsman Association contact details.
- The National Consumer Commission (NCC)
- Your provincial consumer affairs office
- The National Consumer Tribunal, if referred
Another avenue to explore is social media. Most companies – typically larger corporations – monitor platforms such as X, Facebook, and Instagram and often respond quickly to public complaints.
“The best way to avoid surprises when shopping online is to be a careful, informed shopper. Shop on reputable websites, check their policies, and remember that the law provides strong protection against online shopping malpractice,” Ansara concludes.
