World Consumer Rights Day - Legal tips for online shoppers

Over 70% of South Africans choose where to shop based on special offers. However, with half the population having fallen victim to scams of various kinds, vigilance is crucial. Fittingly, the theme for this year’s World Consumer Rights Day, taking place on 15 March, is “Safe Products, Confident Consumers”. It’s a timely reminder that, while great deals are tempting, shoppers need to know their rights and take steps to protect themselves.

Since the Covid-19 pandemic, online shopping has surged – 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.

The Consumer Goods and Services Ombud (CGSO) reports that complaints relating to online purchases accounted for the largest category (19%) of the 12,207 complaints received in 2024/2025.

Sunette Ansara, head of Group Legal at JustMoney, says, “Our Money & Me survey showed that the majority of respondents (61%) find every month financially difficult. When money’s tight, it’s natural to search for cheaper products; and indeed, 71% of respondents choose where to shop based on specials.

“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.”

The problem is exacerbated by many South Africans’ lack of financial education, along with a reluctance to read the fine print. The Money & Me survey, for example, revealed 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.

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.

Retailer responsibilities

1. Clear, 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, return, cancellation, and refund policies, and instructions on how to lodge complaints.

2. Quality goods. Goods must be safe and free from defects, durable for a reasonable period, and match the description and samples shown online. The Consumer Protection Act 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.

3. Timely delivery. 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.

4. Accurate advertising. 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.

5. Correct description and photo. 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 Electronic Communications and Transactions Act provides a seven-day cooling-off period after delivery for online purchases, subject to 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.

1. Protection of personal information. Online retailers collect significant amounts of personal data such as addresses, identity numbers, and banking details. 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.

Click with confidence

When shopping online, be alert for red flags such as the absence of a physical address or customer service number, and prices that seem unrealistically low.

1. Verify that the website lists full contact details and terms and conditions.
2. Take screenshots of product descriptions and advertised prices.
3. Check ratings and reviews from independent sources.
4. Understand return and refund policies. Some sellers may not accept returns or offer store credit only.
5. Pay with a credit card rather than an EFT, as this offers better protection.
6. 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.
7. Keep proof of purchase and communication with the seller to support your case should a dispute arise.

A common problem is that shoppers don’t always understand the implications of buying through legitimate online platforms (“marketplaces”) that host third-party suppliers, says Ansara.

“They believe that platform guarantees always apply, but in reality, responsibility may lie with the individual seller rather than the platform itself. Carefully review seller ratings, return policies, and terms of sale before making a purchase.”

Ansara also warns that while South African consumer laws generally apply when the supplier operates within South Africa, enforcement becomes more complex with international websites, and remedies may be limited.

Fixing online fails

If you have problems with an online purchase, JustMoney offers the following advice:

1. Contact your bank if you suspect fraud.
2. 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.
3. Clearly explain the problem. Clarify why you require a delivery, refund, repair, or replacement, then confirm this in an email.
4. Escalate the 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:

• An industry ombud such as the Consumer Goods and Services Ombud (CGSO)
• The National Consumer Commission (NCC)
• Your provincial consumer affairs office
• The National Consumer Tribunal, if referred

Companies monitor platforms such as X, Facebook, and Instagram and often respond quickly to public complaints. However, if you choose to raise your complaint online, stick to the facts and avoid insults or threats.

“You can use social media to complain, but this should not be your first step, and it should be done carefully and responsibly,” advises Ansara.

“Social media should not replace formal complaint channels. If the matter is serious or remains unresolved, escalate it to the relevant industry ombud, the National Consumer Commission, or a similar authority.

“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.”

JustMoney is a trusted voice within the personal finance sector, helping South Africans make good money choices. The JustMoney platform offers personalised insights, numerous articles, and a range of financial solutions and tools, including a free credit score check.