The rapid rise of Chinese ultra-fast fashion platforms Shein and Temu is placing Africa’s local clothing and textile industries under growing pressure, threatening to dismantle entire segments of domestic manufacturing and retail. With their aggressive pricing models and digitally driven reach, the platforms are quickly capturing market share at the expense of local factories and jobs.
Across major African markets, including Ghana, South Africa, Nigeria, and Kenya, Shein and Temu are steadily expanding their footprint by offering low-cost, trend-driven clothing through mobile-first e-commerce platforms. This model has gained traction in urban areas, especially among younger consumers looking for affordable fashion.
In South Africa, projections show that over 34,000 jobs in the retail and clothing manufacturing sectors could be lost by 2030 if the growth of offshore fast fashion platforms continues at its current pace. This trend is likely to echo across other African countries with emerging or struggling textile industries. Shein and Temu have together secured a 3.6% share of South Africa’s retail, clothing, textile, footwear, and leather market, generating 7.3 billion rand (US$408 million) in sales in 2024, according to a report by the Localisation Support Fund in South Africa.
Unlike local firms, Shein and Temu operate large-scale production systems with fully integrated supply chains that benefit from export subsidies and streamlined logistics. Their ability to mass-produce garments at extremely low cost and ship them globally within days makes it nearly impossible for African manufacturers, often grappling with high production costs, erratic power supply, and underdeveloped infrastructure, to compete on price or volume.
African textile producers also face limited access to raw materials, outdated machinery, and logistical inefficiencies, which push up production costs and extend lead times. As Shein and Temu dominate online sales with low-cost imports, local producers are being displaced from both digital and physical retail channels.
Beyond manufacturing, the knock-on effects are significant. The textile and garment industry is a major employer across the continent, particularly for women and low-skilled workers. The loss of industrial capacity threatens to deepen unemployment, reduce export potential, and weaken national supply chains that are already fragile.
The challenge is further compounded by the platforms’ marketing strategies. Their apps are engineered to encourage habitual purchases through gamified discounts, flash sales, and personalized promotions. These features drive high sales volumes while maintaining direct relationships with consumers, cutting out traditional retailers and wholesalers.
As Shein and Temu tighten their grip on Africa’s fast fashion market, concerns are growing that the sector could be permanently altered. Without protective policies, industry support, or digital trade regulation, local businesses risk becoming obsolete.
The longer-term risk is that Africa’s manufacturing base will be eroded beyond recovery. Domestic companies will face dwindling orders, production lines will be idled, and skilled labor could exit the industry altogether. For economies seeking to build local industry and reduce import dependency, the unchecked rise of offshore platforms presents a strategic threat.
In the absence of coordinated trade policy or meaningful investment in industrial infrastructure, the dominance of Shein and Temu could solidify, reshaping Africa’s clothing economy into one that is heavily import-reliant and digitally controlled from outside the continent.
