At a Glance
- Mobile-first shopping dominates, with smartphones driving over three-quarters of South Africa’s online purchases.
- Social commerce accelerates sales as discovery and checkout increasingly converge on WhatsApp, Instagram and TikTok.
- Flexible digital payments boost conversions, with wallets and BNPL reshaping price-sensitive consumer behavior.
South Africa’s e-commerce market is entering a decisive growth phase as shifting consumer behavior, rising smartphone penetration and fintech innovation reshape how the country shops.
Online retail is no longer a niche channel but a core engine of sales growth, positioning South Africa as one of Africa’s fastest-evolving digital commerce markets.
In 2025, e-commerce sales are estimated at nearly R130 billion ($7.4 billion), accounting for close to 10% of total retail sales, a sharp increase from mid-decade levels and far outpacing brick-and-mortar growth.
Mobile-first shopping dominates
Mobile commerce now sits at the center of South Africa’s digital economy. Roughly 76% to 77% of online purchases are completed on smartphones, reflecting widespread mobile internet access and a consumer base accustomed to shopping on the move.
Retailers are responding with mobile-optimized websites, lightweight apps, data-efficient interfaces and progressive web apps designed for prepaid data users.
intuitive mobile UX are emerging as decisive competitive advantages, directly influencing conversion rates and customer retention in South Africa’s increasingly crowded online retail space.
Social commerce fuels discovery and demand
Social commerce is rapidly becoming a major driver of online sales growth. Platforms such as WhatsApp, Instagram and TikTok are evolving into full-fledged shopping channels, blending content, discovery and transactions in a single environment. Industry forecasts suggest social commerce could contribute up to 30% of digital sales in the coming years.
Influencer marketing, viral content and integrated shopping features are compressing the traditional sales funnel. For many consumers, discovery and purchase now happen simultaneously, making social media a direct revenue channel rather than a brand-awareness tool.
Flexible payments and fintech innovations
South Africa’s digital payments landscape is expanding quickly. While debit cards remain dominant, digital wallets, instant EFTs and Buy Now, Pay Later (BNPL) services are gaining traction, particularly among younger and value-conscious consumers.
Digital wallet usage has grown by more than 35% year-on-year, while BNPL transactions are projected to double in 2026.
Payment flexibility has become a critical growth lever. Seamless, secure checkout options reduce cart abandonment, improve customer trust and expand purchasing power in an economy where price sensitivity remains high.
Shift toward convenience and essentials
Convenience is now a defining factor in online shopping behavior. Nearly half of South African internet users shop online weekly, with 27.9% purchasing groceries online.
Consumers increasingly rely on price-comparison tools, delivery incentives and verified reviews when making buying decisions.
On-demand grocery platforms such as Checkers Sixty60 and Pick n Pay’s online delivery services continue to post double-digit growth, underscoring the momentum behind quick commerce.
Retailers are investing in hybrid fulfillment models that balance delivery speed with cost efficiency, particularly in urban centers.
Local loyalty despite global competition
Despite global competition from players such as Amazon, local e-commerce platforms remain dominant in South Africa.
Homegrown leaders like Takealot continue to capture the bulk of online traffic, benefiting from established logistics networks, local market knowledge and consumer trust.
Recent regulatory changes, including the removal of low-value import tax exemptions, have also shifted pricing dynamics in favor of domestic retailers.
These developments have narrowed the competitive gap and strengthened the position of South African sellers in key product categories.
Digital research shapes shopping behaviour
Digital research is now embedded in the shopping journey. Around 57% of consumers research products online before making a purchase, even when the final transaction occurs in-store. This behavior is accelerating demand for omnichannel retail strategies.
Retailers that integrate online and offline experiences, through click-and-collect services, real-time inventory visibility and digital loyalty tools, are capturing both consumer attention and spending.
E-commerce as a retail mainstay
Analysts expect South African e-commerce to sustain a high-growth trajectory, with online sales projected to exceed 12% of total retail by 2027.
Growth will be driven by expanding internet access, improved digital payments infrastructure and evolving consumer expectations around speed, convenience and personalization.
For retailers, brands and investors, success in South Africa’s digital retail market will hinge on mobile-first strategies, social commerce integration, flexible payments and efficient fulfillment.
Companies that align quickly with data-driven consumer trends are likely to lead the next phase of online retail growth in Africa’s most industrialized economy.
