Start selling online in South Africa

Updated 23 October 2026 · 4 min read

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In short

Show who you are, your full prices and your returns policy on your shop [1].
Fulfil each order within 30 days, unless you agree otherwise [1].
Buyers may cancel most orders within 7 days [1]. Faulty goods can come back within 6 months [2].
Ask only for the customer details you need, and keep them safe [3].

Set up all four stops before your first sale.

Buyers must be able to find these on your shop [1].

Who you are: Name and legal status; For example, sole proprietor or private company.
How to reach you: Address and contacts; Physical address, phone, email, web address and where you accept legal papers.
If you’re a company: Registration details; Registration number, office bearers and place of registration.
What you sell: Description and full price; The price includes delivery, taxes and any other fees.
Payment and delivery: How and when; How buyers pay, and when you dispatch or deliver.
Your policies: Terms buyers can save; Returns and refunds, cancellation rights, guarantees, privacy and payment security.

Something missing? Buyers may cancel within 14 days of receiving the order [1].

Show the whole order before it’s placed
Let buyers review it, fix mistakes or cancel [1].
Use a secure payment system
You’re liable for a buyer’s loss if it isn’t secure enough [1].
Dispatch once the payment has cleared
Check your bank or payment provider, not a screenshot.
Send the buyer a record
The order, price and terms, in a confirmation or invoice.

Say when you dispatch or deliver, then keep to it.

Fulfil each order within: 30 days; Of receiving it, unless you and the buyer agreed otherwise [1].
If you’re late: The buyer may cancel; With 7 days’ written notice [1].
If it’s sold out: Tell the buyer at once; Refund any payment within 30 days of telling them [1].
Proof of delivery: Keep it; Courier tracking or a signed collection note.

Most online orders carry a 7-day cooling-off period, with exceptions [1].

Refund after a cancellation: Within 30 days; You may charge only the direct cost of returning the goods [1].
Faulty or poor-quality goods: 6 months; Returned at your risk and cost. The buyer chooses a repair or replacement, or a refund [2].

Email addresses, phone numbers and addresses are personal information [3].

Ask only for what you need
Enough for the order, and no more [3].
Say what you collect and why
Who you are, the purpose, and whether it’s required [3].
Keep it secure
Guard against loss and unauthorised access [3].
Market by email or SMS only with consent
Or to customers, about your own similar products, with an opt-out at checkout and in every message [3].
Report a breach
Tell the Information Regulator and affected buyers as soon as reasonably possible [3].

General guidance, not tax or legal advice.

[1]Republic of South Africa, “Electronic Communications and Transactions Act 25 of 2002,” South African Government. Accessed: Oct. 23, 2026. [Online]. Available: https://www.gov.za/documents/electronic-communications-and-transactions-act (opens in a new tab)
[2]Republic of South Africa, “Consumer Protection Act 68 of 2008,” South African Government. Accessed: Oct. 23, 2026. [Online]. Available: https://www.gov.za/documents/consumer-protection-act (opens in a new tab)
[3]Republic of South Africa, “Protection of Personal Information Act 4 of 2013,” South African Government. Accessed: Oct. 23, 2026. [Online]. Available: https://www.gov.za/documents/protection-personal-information-act (opens in a new tab)