At a Glance
- Fynd entered South Africa, signing luxury retailer Surtee Group as its first client.
- The platform unifies online and offline operations, boosting efficiency and personalized shopping.
- Surtee leverages AI tools to improve inventory, e-commerce, and in-store sales.
Fynd, an AI-powered retail technology company backed by Reliance Retail Ventures Ltd., has officially entered South Africa, signing luxury fashion retailer Surtee Group as its first client in the country. The deal highlights a growing trend among South African retailers seeking advanced digital tools to meet rising consumer expectations.
The expansion places Fynd at the heart of a rapidly growing e-commerce and omnichannel market. South Africa’s online retail sector is projected to exceed R130 billion ($7.5 billion) by 2025, representing nearly 10% of total retail sales.
Internet adoption, mobile commerce, and growing trust in online shopping are driving this growth, which has quadrupled since 2020.
Unified commerce connects online and offline retail
South Africa is expected to have 11.7 million e-commerce users next year, a number likely to rise to 21.5 million by 2029. Retailers are increasingly turning to artificial intelligence and unified commerce platforms to provide consistent experiences across stores, mobile apps, and online shops.
Fynd’s platform links online and offline operations in real time. The solution helps retailers fulfill orders faster, deliver personalized experiences, and streamline operations without adding complexity.
“Consumers now expect smooth, personalized shopping across every channel,” said Ronak Modi, Fynd’s global chief business officer. “Our platform brings together fragmented systems, improves efficiency, and strengthens engagement with shoppers.”
Surtee Group modernizes operations with AI tools
Surtee Group will use Fynd’s platform to unify store and online inventory, launch brand-specific e-commerce sites, and improve visibility across channels. While physical stores remain central to revenue, integrating online demand with in-store stock allows Surtee to fulfill orders from stores and boost sales and margins.
The platform’s clienteling tools equip store teams with real-time insights, enabling personalized recommendations to customers. “Fynd stood out for its proven capability with international fashion brands,” a Surtee spokesperson said. “The platform delivers a seamless experience across physical and digital touchpoints.”
Fynd supports features including live stock visibility, intelligent fulfillment, and personalized engagement within one system. For Surtee, the partnership enhances e-commerce capabilities while strengthening its position in South Africa’s luxury retail market.
Global footprint and African growth
Founded in Mumbai in 2012, Fynd now employs over 800 people and serves more than 2,300 brands worldwide. Its operations span India, the Gulf region, Southeast Asia, and now Africa, where retailers are investing heavily in digital infrastructure.
Surtee Group, with 94 boutiques and two e-commerce platforms hosting brands such as Giorgio Armani, Hugo Boss, Michael Kors, Lacoste, Versace, TOD’S, and Salvatore Ferragamo, will implement Fynd’s unified commerce system across its stores.
With this partnership, Fynd positions itself as a key technology partner for African retailers navigating the next stage of digital commerce.
