The state of the adult industry in SA: A market under pressure

I started the Lola Montez Brand over 20 years ago. It was the first of its kind. An adult store that was more boutique than a store that made it safe for women to shop. It was a place where couples could get real advice about their relationship and purchase a range of toys to spice up the bedroom.

We went from 1 to 4 stores and back again over the years and recently closed all our bricks and mortar outlets to be online. We still offer the same educated and honest advice. I have wondered for some time now whether it is just me or whether we are all suffering. Yes, there certainly are more players in the market with fierce online competition. If your algorithms aren’t perfect, you are nowhere to be found. Don’t even think about advertising on social media, you’ll be banned faster than you can say Butt Plug.

I’m assured it’s the same for everyone. The South African adult industry, once dominated by a few brick-and-mortar stores offering high-end, discreet and knowledgeable service, is now navigating choppy waters. A convergence of economic, regulatory, logistical, and digital challenges is threatening the survival of longstanding adult retailers and reshaping the landscape of the industry entirely.

The Decline of Physical Retail: A Perfect Storm
Retail across all sectors has been under pressure, but adult retail in South Africa faces unique hurdles. High commercial rentals—especially in premium, upmarket areas—have made it nearly impossible for adult stores to compete for desirable locations. Despite a more progressive approach to sexual wellness, adult shops still face stigmas that prevent them from gaining access to malls and retail zones with high foot traffic.

Zoning laws and landlord reluctance mean many are forced into industrial areas or low-traffic locations, which impacts visibility and footfall and keeps the industry feeling sleezy. Coupled with rising utilities and security costs due to persistent load shedding and crime, maintaining a physical presence has become financially untenable for many businesses. The shift to online retail, accelerated by COVID-19, has only exacerbated this decline.

Regulatory Red Tape and Technical Hurdles
Beyond rental issues, South African adult retailers also face harsh regulatory and logistical hurdlesThe South African National Standards (SANS) require that all rechargeable adult toys—those containing lithium batteries—meet strict safety compliance standards. Importers must register, test, and certify each model, even if it’s a variation of an existing design. This costly and time-consuming process significantly delays product launches and adds to overheads.

Moreover, lithium batteries are considered dangerous goods for air transport, leading to additional courier fees and complex logistics. These costs are passed on to the consumer, making locally-sourced products far more expensive than the same items bought from international platforms—many of which skip compliance and safety procedures entirely. 

The Online Competition Conundrum
Online giants like Temu, Shein, and Wish have further eroded the profitability of local Players. These platforms offer cheap adult toys, shipped directly from overseas, often without duties being paid or regulatory compliance being met. These products are rarely covered by warranties and come with no after-sales service or consumer protections.

Consumers, facing their own financial constraints, are increasingly opting for lower-cost alternatives, despite the risks. The result? Local adult stores can’t compete on price and are losing market share rapidly. Reputable South African brands that offered education, discretion, high-quality products, and in-store expertise are being edged out by volume-based, faceless e-commerce operations.

The Bigger Picture: Industry at Risk 
This collision of factors—regulatory barriers, high rentals, unfair import practices, and international competition—is having a significant impact on the adult industry as a whole.

Once-thriving businesses are closing their doors, scaling back operations, or being forced to compromise on quality to survive. The broader implications are concerning - fewer safe, informed spaces to explore sexual health and wellness, job losses in an already struggling economy, and a decline in consumer rights and product safety standards.

What Can Be Done? 
If the adult industry in South Africa is to survive and thrive, multi-pronged action is needed: Lobby for Fair Access: Retailers and advocacy groups must lobby municipalities and shopping centres to treat sexual wellness retail like any other health and beauty offering. Education is key to breaking down stigma.

Simplify SANS Processes: Regulatory frameworks must be reviewed and streamlined for small businesses. Consideration should be given to exemption categories or partnerships for low-risk devices. Local Manufacturing Incentives: Encouraging local production of adult toys could reduce reliance on expensive imports and create jobs. Government incentives for manufacturing could drive innovation and economic inclusion.

Consumer Education: Campaigns must highlight the importance of quality, safety, and after-sales support. Consumers need to understand what they lose when they buy from anonymous overseas platforms. Collective Bargaining and Bulk Shipping: Local retailers could form cooperatives to pool resources for compliance testing and shipping, reducing costs and increasing bargaining power with regulators and couriers. Our wholesalers have entered the retail market making competition even more difficult.

Digital Excellence and Hybrid Models: Investing in sleek, educational online stores with excellent service, discreet delivery, and local credibility could win back customers. Hybrid models that blend online with experiential pop-ups or events could also offer a future path. Those who have the capital are trying. Temu is still winning. The adult industry in South Africa is at a crossroads.Without urgent and coordinated efforts to address the unique pressures it faces—from compliance costs to online competition—it risks becoming an underground or entirely imported market, devoid of trusted local brands and service.

Preserving the industry isn’t just about pleasure products—it’s about access to safe, shame-free sexual wellness resources in a country that needs them more than ever.