South Africa E-Commerce Market Analysis - Growth Forecast, Size & Industry Report (2025 - 2030)

The Market Report Covers E-commerce Companies in South Africa and is Segmented by B2C e-commerce (Beauty and Personal Care, Consumer Electronics, Fashion and Apparel, Food and Beverage, Furniture and Home), and B2B e-commerce.

South Africa E-Commerce Market Analysis - Growth Forecast, Size & Industry Report (2025 - 2030)

South Africa E-commerce Market Size

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South Africa E-Commerce Market Size
Study Period 2019 - 2030
Base Year For Estimation 2024
Forecast Data Period 2025 - 2030
Historical Data Period 2019 - 2023
CAGR 12.50 %
Market Concentration Medium

Major Players

South Africa E-Commerce Market Major Players

*Disclaimer: Major Players sorted in no particular order

Compare market size and growth of South Africa E-Commerce Market with other markets in Technology, Media and Telecom Industry

Automation

Digital Commerce

Electronics

Information Technology

Media and Entertainment

Security & Surveillance

South Africa E-commerce Market Analysis

The South Africa E-Commerce Market is expected to register a CAGR of 12.5% during the forecast period.

  • The proliferation of smart devices and the expansion of internet connectivity has created an e-commerce platform. Apart from that, increasing integration of e-commerce platforms with various advanced technologies such as cloud computing, artificial intelligence, and predictive analytics is also driving the growth of the South African e-commerce market.
  • Based on the payment mode, various digital payments such as bank transfers, cards, cash on delivery (COD), direct delivery, electronic wallet, etc., are becoming more popular in South African countries.
  • Consumers also use electronic wallet services and EFT for online payments. Moreover, with an e-wallet, customers can receive, store, and use the money on their mobile phones with or without internet access. South Africans are familiar with online shopping, experience the convenience of online shopping, and may shop online more often in the future.
  • Smartphone penetration is also playing a very important role in shopping trends. This is due to the fact that convenience is another major reason why people choose to shop online. They have access to a wide range of products to compare reviews and can instantly satisfy their purchase with the click of a button. With flexible alternatives to traditional courier services, South Africa can continue to grow e-commerce by ensuring that deliveries are not missed.
  • E-commerce is one of the few sectors in COVID-19 where consumer interaction has increased. In South Africa, the lockdowns in 2020 have made online shopping a trend. These lockdowns or home orders highlight the value of e-commerce as consumers are forced to stay home and find other digital shopping options in South Africa.

South Africa E-commerce Industry Overview

The South African e-commerce market is moderately fragmented with various key players in the market. The companies are focusing on innovating new solutions by adapting to new technologies. New entrants in the market are also driving the e-commerce market by offering easy solutions to consumers.

  • May 2021 - Decathlon, one of the world's largest retailers of sporting goods, plans to open a "first of its kind" sports hub in Johannesburg, South Africa. The hub has a two-story retail space, wellness, strength and conditioning studio on the third floor, and 160 covered parking spaces.
  • October 2021 - South African e-commerce retailer Takealot Group has begun construction of a new distribution center (DC) in Cape Town. It is scheduled to open in August 2022. The 24,000 sqm facility consists of 22,000 sqm warehouse space and 2,000 sqm offices, offering Takealot's expansion options to add 50,000 sqm warehouse space in the early stages.

South Africa E-commerce Market Leaders

  1. Superbalist.com

  2. Takealot Online (Pty) Ltd.

  3. Decathlon

  4. Sofresh

  5. Care to beauty

  6. *Disclaimer: Major Players sorted in no particular order
Superbalist.com, Takealot Online (Pty) Ltd, Decathlon, Care to beauty.
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South Africa E-commerce Market News

  • April 2021 - US-based retailer Amazon will set up a new African headquarters in Cape Town, South Africa. The government approved the proposed multipurpose development on 15 acres of land to boost the city's economy, with Amazon headquarters as the project's main tenant. Development is in stages and is expected to be completed within 3-5 years.
  • December 2021 - South Africa TFG Ltd expands the e-commerce business by purchasing Quench, an on-demand online shopping platform and last-mile delivery service. The acquisition will give the company access to fast and reliable delivery across the country.

South Africa E-commerce Market Report - Table of Contents

1. INTRODUCTION

  • 1.1 Study Assumptions and Market Definitions
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Attractiveness-Porter's Five Force Analysis
    • 4.2.1 Bargaining Power of Suppliers
    • 4.2.2 Bargaining Power of Buyers/Consumers
    • 4.2.3 Threat of New Entrants
    • 4.2.4 Threat of Substitute Products
    • 4.2.5 Intensity of Competitive Rivalry
  • 4.3 Key market trends and share of e-commerce of total Retail sector
  • 4.4 Impact of COVID-19 on the e-commerce sales

5. MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Growing Demand from Fashion Industry
    • 5.1.2 Penetration of Internet and Smartphone Usage
  • 5.2 Market Challenges
    • 5.2.1 Slow Internet Speed
  • 5.3 Analysis of key demographic trends and patterns related to ecommerce industry in South Africa (Coverage to include Population, Internet Penetration, ecommerce Penetration, Age & Income etc.)
  • 5.4 Analysis of the key modes of transaction in the ecommerce industry in South Africa (coverage to include prevalent modes of payment such as cash, card, bank transfer, wallets, etc.)
  • 5.5 Analysis of cross-border ecommerce industry in South Africa (Current market value of cross-border & key trends)
  • 5.6 Current positioning of country South Africa in the ecommerce industry in region Europe

6. Market Segmentation

  • 6.1 By B2C ecommerce
    • 6.1.1 Market size (GMV) for the period of 2017-2027
    • 6.1.2 Market Segmentation - by Application
    • 6.1.2.1 Beauty and Personal Care
    • 6.1.2.2 Consumer Electronics
    • 6.1.2.3 Fashion and Apparel
    • 6.1.2.4 Food and Beverage
    • 6.1.2.5 Furniture and Home
    • 6.1.2.6 Others (Toys, DIY, Media, etc.)
  • 6.2 By B2B ecommerce
    • 6.2.1 Market size for the period of 2017-2027

7. Competitive Landscape

  • 7.1 Company Profiles
    • 7.1.1 Superbalist.com
    • 7.1.2 Takealot online Pty Ltd
    • 7.1.3 Jumia
    • 7.1.4 Zando
    • 7.1.5 Decathlon
    • 7.1.6 ToysRUs
    • 7.1.7 SoFresh
    • 7.1.8 UCook
    • 7.1.9 Cosmetic SA
    • 7.1.10 Care to Beauty
    • 7.1.11 Evetech Pty. Ltd
  • *List Not Exhaustive

8. Investment Analysis

9. Future Outlook of the Market

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South Africa E-commerce Industry Segmentation

E-commerce refers to any form of commerce that takes place online. This is defined as buying and selling goods over the internet on any device. E-commerce is typically categorized into two different models, B2B and B2C, based on the type of participants involved in the transaction. The market studied includes segmentation based on the categories based on different product types, and also the market studied briefs about the COVID-19 impact on the country and current ongoing e-commerce trends as well.

By B2C ecommerce Market size (GMV) for the period of 2017-2027
Market Segmentation - by Application Beauty and Personal Care
Consumer Electronics
Fashion and Apparel
Food and Beverage
Furniture and Home
Others (Toys, DIY, Media, etc.)
By B2B ecommerce Market size for the period of 2017-2027
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South Africa E-commerce Market Research FAQs

What is the current South Africa E-Commerce Market size?

The South Africa E-Commerce Market is projected to register a CAGR of 12.5% during the forecast period (2025-2030)

Who are the key players in South Africa E-Commerce Market?

Superbalist.com, Takealot Online (Pty) Ltd., Decathlon, Sofresh and Care to beauty are the major companies operating in the South Africa E-Commerce Market.

What years does this South Africa E-Commerce Market cover?

The report covers the South Africa E-Commerce Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the South Africa E-Commerce Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.

E-commerce in South Africa Industry Report

The e-commerce market in South Africa is experiencing significant growth, driven by increased internet and smartphone usage. This market encompasses various segments such as fashion, electronics, and groceries, each presenting substantial growth potential. The convenience of online shopping is reshaping consumer behaviors, leading to a notable market growth. The rise of mobile and social commerce is also transforming the industry, providing new avenues for businesses to connect with consumers.

Despite facing challenges like logistics, digital literacy, and regulatory hurdles, the integration of AI and predictive analytics is enhancing the efficiency and consumer experience on e-commerce platforms. The competitive landscape includes both local and international players who are continuously innovating and forming strategic partnerships to increase their market share.

The market report covers B2C e-commerce sectors including beauty and personal care, consumer electronics, fashion and apparel, food and beverage, and furniture and home, as well as B2B e-commerce. This comprehensive market overview provides valuable industry information, market data, and industry statistics, offering insights into market segmentation and market value.

Industry trends indicate a positive market outlook, with industry analysis showing promising growth rate. The market forecast predicts continued expansion, benefiting both urban and rural areas. Market leaders are leveraging industry research and industry reports to stay ahead in the competitive landscape.

For a detailed analysis, the report example and report PDF from Mordor Intelligence™ Industry Reports offer an in-depth market review and market predictions. These resources are essential for understanding the industry size, industry sales, and market structure. The sector analysis highlights the importance of understanding market trends and industry outlook for strategic planning.

In summary, the e-commerce market in South Africa is poised for continued growth, driven by technological advancements and changing consumer preferences. Access to comprehensive market research and industry reports is crucial for businesses to navigate this dynamic market successfully.