Based on an analysis of recent customer reviews across South African online shopping platforms, the sector delivers an experience defined by the strength of its support systems and the reliability of its delivery chain. Customer support is the dominant theme, acting as the funnel through which every delivery failure, product dispute, and payment issue is ultimately resolved or abandoned. Delivery performance, refund speed, and platform reliability separate the best from the rest, while the rapid growth of cross-border sellers is introducing new trust challenges around pricing transparency and listing accuracy.