In a digital age marked by convenience and accessibility, online shopping has become an integral part of consumer culture, offering a vast array of products at the click of a button.
Particularly in South Africa, where the digital economy is experiencing exponential growth, the allure of online shopping, especially in the fashion and apparel category, has captured the attention of consumers nationwide.
According to data released by Standard Bank, South Africans are increasingly turning to online platforms for their fashion needs, with a notable surge in card not present transactions, indicating a significant shift towards e-commerce in recent years.
Tumelo Ramugondo, head of credit card at Standard Bank, has underscored the remarkable pace at which the digital economy is expanding, noting that local fashion e-tailers and international fashion e-commerce giants are commanding an increasing share of consumer spend.
Despite economic pressures stemming from the aftermath of the Covid-19 pandemic, which led to rising inflation and interest rates, South Africa has witnessed a massive uptick in e-commerce activity. However, amidst the convenience and accessibility offered by online shopping, concerns regarding counterfeit products loom large.
A study conducted by Michigan State University revealed alarming statistics, with nearly seven in 10 people falling victim to counterfeit products online within a 12-month period.
Counterfeit items, the study found, are most commonly peddled on e-commerce websites and social media platforms, with Facebook being a prominent channel for such transactions.
Jacques Jordaan, operations manager at South African e-commerce ecosystem Bob Group, emphasised the importance of vigilance when navigating the online shopping landscape.
He warned consumers to be wary of prices that seem too good to be true and advises thorough scrutiny of seller history, product descriptions, and images to identify potential counterfeit goods.
“Online marketplaces can be a fantastic place to purchase new and used goods at great value. Unfortunately, at times, sellers try to pass counterfeit goods, for the real deal,” Jordaan said.
“These fake products often mimic the appearance of genuine items but lack the same quality, performance and safety standards. It’s essential for the marketplace to constantly check the legitimacy of sellers and the goods they sell.”
To address these concerns, Jordaan recommends several precautions for consumers. These include researching seller reputation, comparing prices across platforms, familiarising oneself with return and refund policies, and opting for secure payment methods. Additionally, he stresses the significance of after-sales service and encourages consumers to leverage marketplace support teams for assistance.
Jordaan offers the following online shopping tips to ensure authenticity and safety:
- Spot red flags: Watch for prices significantly lower than market value, incomplete item descriptions, lack of images, and suspicious website design.
- Verify authenticity: Research seller reputation, compare prices, scrutinise product descriptions and images, and ensure secure payment options.
- Check Seller Reputation: Use buyer ratings, reviews, external review sites, forums, and social media to gauge seller credibility.
- Ensure safety: Verify seller credibility, read product descriptions thoroughly, compare prices, review return policies, and opt for secure payment methods.
- Analyse product descriptions and images: Look for detailed, consistent descriptions and clear, high-resolution images showing the item from
different angles. - Read reviews: Pay attention to buyer feedback, patterns of positive or negative reviews, and utilise platforms with rating systems like Bob Shop.
- Use secure payment methods: Choose payment providers with 3D secure and Scan to Pay methods.
- Look for certifications: Research regulatory or industry certifications relevant to the product, such as Icasa approval for smartphones in South Africa.
- Address issues promptly: Contact the marketplace if you unknowingly purchase a counterfeit or unsafe item, escalate to payment providers or regulators if necessary.
- Be cautious on lesser-known sites: Prioritise platforms with robust buyer protection policies, verify seller credibility, opt for secure payments, conduct thorough research, and consider established marketplaces for added security.
