South Africa is clicking its way into a new retail era.
In a striking shift that reflects global consumer behaviour, over half of the country’s internet users aged 16 and older are now shopping online every week. Whether it’s clothing, food, electronics, or even second-hand goods, more South Africans are choosing to browse and buy from their screens rather than store aisles.
This local e-commerce surge mirrors broader global momentum, as revealed in the Digital 2025: April Global Statshot Report by Meltwater. South Africa clocks in with 50.1% of internet users shopping online weekly, just shy of the 56% global average.
And the numbers suggest this is only the beginning.
The shift isn’t just about convenience, it’s becoming cultural. Statista research expert Natalie Cowling describes the local e-commerce sector as being on a “sharp upward trend.”
In 2025, South Africa is projected to have , a figure expected to almost double by 2029 to .
Fashion leads the charge, accounting for , followed by , , and . Groceries and personal care, once late bloomers in digital retail, now make up a solid of the market.
It’s no surprise that remains the dominant player, with reporting recent purchases. Chinese fashion giant follows closely behind at .
Together with , these platforms make up the , which saw a slight dip in revenue from $827 million in 2022 to , though it remains the most influential force in South Africa’s digital retail space.
Mobile is king: of online shoppers use their smartphones, followed by laptops at just over 50%. Only shop via smart speakers or streaming devices.
Convenience is still the name of the game, but there’s more at play:
It’s not just products, of South African users aged 16+ also monthly. Subscriptions include:
Interestingly, and are the biggest digital spenders.
Despite the upward trend, local shoppers still face hiccups. are the most returned items, a reminder that the digital fitting room isn’t always a perfect fit.
As for payments, remain the top method, followed by , , and . PayPal dominates the online payment space, used by 80% of local respondents, while South African fintech trails at 34%.
What motivates online purchases globally?
In South Africa, free delivery is king, especially among older shoppers.
South Africa’s online shopping boom isn’t a temporary post-pandemic bounce, it’s a fundamental change in how the country buys and lives. With mobile phones in hand and delivery vans at the ready, millions of South Africans are now part of a digital retail revolution that is reshaping everything from fashion to food.
As internet access improves, payment systems evolve, and more retailers go online, this trend is set to accelerate, one click at a time.
Whether you’re already filling your Takealot cart or just starting to trust your first Shein order, South Africa’s online shopping revolution is already here. The only question is: are you shopping smartly or just scrolling?
{Source: Times Live}
For more News in Johannesburg, visit joburgetc.com
