In South Africa, where online shopping is booming and home décor is becoming increasingly important to the everyday consumer, HomeChoice has become a popular destination for those looking to style their homes without breaking the bank. Known for its wide selection of bedding, furniture, appliances, and flexible credit plans, the brand has positioned itself as a go-to retailer for the country’s growing middle class.
But does HomeChoice truly live up to its promises of affordability, convenience, and customer satisfaction? We explored its offerings, strengths, and pain points to see whether it’s still worth shopping with HomeChoice in 2025.
The HomeChoice Brand: A South African Success Story
Founded in 1985, HomeChoice began as a mail-order catalog business and has since grown into one of South Africa’s largest homeware retailers. It now operates both a powerful online platform and over 45 physical showrooms across the country. With the rise of digital shopping, HomeChoice has kept up by offering an omnichannel experience that allows customers to shop in-store, online, or even via WhatsApp.
Over the years, the retailer has expanded its product categories and credit offerings, making it easier for more South Africans to access household essentials and decorative upgrades — even if they can’t afford to pay upfront.
What Can You Buy at HomeChoice?
HomeChoice’s product range is diverse and designed with the everyday home in mind. Whether you’re redecorating a bedroom or looking for small kitchen upgrades, chances are you’ll find something that fits your style and budget.
🌟 Key Product Categories:
- Bedding and linen – duvets, comforters, pillowcases, throws, and matching curtain sets
- Furniture – sofas, beds, wardrobes, side tables, TV units, and more
- Appliances – air fryers, microwaves, kettles, irons, heaters, and fans
- Electronics – TVs, tablets, Bluetooth speakers, mobile phones
- Décor and accessories – wall art, rugs, lamps, clocks, and storage baskets
- Fashion & personal care – occasionally includes sleepwear, handbags, perfumes, and beauty items
HomeChoice regularly runs promotions and limited-time offers, and its collections are updated seasonally to reflect current design trends.
The Shopping Experience: Online and In-Store
One of HomeChoice’s biggest advantages is its omnichannel approach. Whether you’re browsing the website from your phone or visiting a showroom in a shopping mall, the experience is designed to be user-friendly and visually appealing.
🛒 Online Shopping
The HomeChoice website (www.homechoice.co.za) is intuitive, with well-categorized sections, product filters, and high-quality images. Customers can:
- Add products to their cart or credit account
- Track orders online
- Chat with support agents via WhatsApp or live chat
- Access special deals and clearance items
Payment methods include EFT, card payments, PayJustNow, and HomeChoice credit.
🏬 In-Store Shopping
HomeChoice currently operates over 45 showrooms in major provinces like Gauteng, KwaZulu-Natal, Western Cape, and the Eastern Cape, with plans to reach 60 stores by the end of 2025. These physical spaces let customers touch, test, and see items before purchasing — a valuable feature when shopping for furniture or linen.
HomeChoice Credit and Finance Options
One of HomeChoice’s standout features is its flexible credit offering. Shoppers who qualify can apply for a HomeChoice credit account, allowing them to pay for their purchases in monthly instalments — typically over 6 to 24 months, depending on the item and amount.
There’s also:
- FinChoice personal loans (through the HomeChoice Group)
- PayJustNow interest-free installment payments
- Optional insurance on large items or accounts
This flexibility makes home shopping more accessible, especially for consumers who don’t have cash on hand. However, this system isn’t without criticism.
Customer Service: A Mixed Bag
Despite its widespread presence and modern interface, HomeChoice’s customer service has drawn significant criticism. On platforms like HelloPeter, Reviews.io, and SiteJabber, many customers have voiced frustrations with:
- Long delays in customer support responses
- Receiving incorrect or damaged items
- Late deliveries or no delivery at all
- Aggressive payment reminders or follow-ups — even when accounts are not in arrears
- Unauthorized debit orders, one of the most serious complaints that have surfaced over the past few years
Some customers have even reported struggling to close their accounts or reverse payments that were processed without consent.
On the flip side, satisfied customers praise the quick delivery of certain items, helpful store staff, and the affordability of products, especially in the bedding and curtain categories.
Delivery and Returns
HomeChoice offers nationwide delivery, with an estimated delivery time of 7 to 10 working days. Items are delivered to your doorstep, and during COVID-19, contactless delivery options were introduced.
Returns and exchanges are permitted within 14 days, but customers may be responsible for courier costs unless the item is faulty or incorrect.
While many deliveries go smoothly, others do not. There are frequent complaints about:
- Receiving the wrong item or size
- Items arriving damaged
- Orders taking several weeks or months to be fulfilled
