Ernesto Isidro

This study explores the consumption patterns of the Chinese platform Shein among young Angolans, highlighting its significant growth in Angola in recent years. The research methodology includes interviews with approximately ten students from the Faculty of Social Sciences at Agostinho Neto University in Luanda and an analysis of their social media interactions, which serve as key channels for advertising and selling products purchased on Shein. Preliminary findings indicate that while many products are bought for personal use, the majority are intended for resale. The study reveals that the wide variety and good quality of Chinese products, coupled with the convenience of online shopping via the Shein app and the opportunity to resell with attractive profit margins, have driven young people to embrace the platform. Additionally, factors such as increased internet access, the availability of electronic payment methods, and the effects of social isolation during the COVID-19 pandemic have significantly influenced this trend among young Angolans. Our analysis suggests that these factors are not merely part of a global market trend. In a country where 66% of the population is young and over 60% of the unemployed are between 15 and 24 years old (National Statistics Institute – INE), the online market for Chinese products has provided an important alternative for young students in Angola, helping them navigate the challenges of securing formal employment and seeking alternative income opportunities in a non-traditional market segment.