Major changes coming to online shopping in South Africa
Online shopping might be incredibly convenient, but it does still have its issues.
Since being introduced, online shopping has made menial tasks and chores much more convenient.
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It’s also grown exponentially, and you can order everything from dog food to camping equipment from the comfort of your couch.
However, the system still has a few kinks to work out, and new proposals are being brought to the table that could result in major changes.
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A landmark joint position paper released by the National Consumer Commission (NCC) and the Consumer Goods and Services Ombud (CGSO) on World Consumer Rights Day 2026 has laid out a roadmap for reforming how South African consumers are protected when they shop online.
These proposals aim to close gaps in South Africa's e-commerce protection framework and hold platforms more accountable for the harm consumers experience online.
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According to NCC, the paper was developed to assess the challenges consumers face online and to recommend ways to strengthen protection.
The paper puts forward short-, medium-, and long-term recommendations.
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Some of the key recommendations are proposed amendments to the Consumer Protection Act No. 68 of 2008 and the Electronic Communications and Transactions Act No. 25 of 2002.
These would close gaps around cooling-off periods, return costs, and online trade descriptions, ensuring consumers receive the same protections whether they shop in-store or online.
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The paper also recommends that offshore e-commerce retailers operating in South Africa be required to appoint local representatives, giving consumers and regulators a credible point of contact for complaints and compliance.
Another proposal looks to impose joint liability on platforms that host third-party sellers.
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Currently, consumers who experience problems are referred back to the third-party seller, shifting responsibility away from the original platform.
The paper refers to and uses a 2020 California court ruling as an example for implementation in South Africa.
The ruling held Amazon liable for injuries caused by third-party products.
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Additional recommendations:
- A central complaints handling platform
- A rapid product safety alert system modelled on the European RAPEX system
- Stronger enforcement of data consent rights under the Protection of Personal Information Act.
Though the e-commerce industry has many benefits, as listed above, it has also introduced problems in marketing practices, returns and refunds, delivery, data privacy, and the conduct of third-party sellers on major platforms.
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And clearly, the number of complaints has become so significant that the government has been motivated to step in.
CGSO chief executive, Queen Munyai, has said that over the past five years, 20% of all consumer complaints received by her office were e-commerce-related.
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These complaints include:
- misleading advertising
- damaged goods
- non-delivery
- refunds never given
- non-compliant return policies
- counterfeit products sold through third-party sellers.
As a mediation body, the CGSO lacks the power to enforce its recommendations, leaving consumers with limited, and often costly, options when suppliers refuse to engage.
You can find the full joint paper on the CGSO and NCC websites.
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