South Africa Embraces Online Shopping: Half the Country Now Buys Weekly

From groceries to gadgets, digital shopping is no longer a trend, it’s a lifestyle

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.

A New Era of Online Shopping in South Africa

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 11.7 million registered e-commerce users, a figure expected to almost double by 2029 to 21.5 million.

Fashion leads the charge, accounting for 32% of e-commerce revenue, followed by toys and DIY (27%), electronics (18%), and furniture and appliances (15%). Groceries and personal care, once late bloomers in digital retail, now make up a solid 8% of the market.

Takealot, Shein and Mobile Dominate

It’s no surprise that Takealot.com remains the dominant player, with 62% of online shoppers reporting recent purchases. Chinese fashion giant Shein follows closely behind at 48%.

Together with Superbalist, these platforms make up the Takealot Group, which saw a slight dip in revenue from $827 million in 2022 to $808 million in 2023, though it remains the most influential force in South Africa’s digital retail space.

Mobile is king: 77% of online shoppers use their smartphones, followed by laptops at just over 50%. Only 5% shop via smart speakers or streaming devices.

Why Are South Africans Shopping Online?

Convenience is still the name of the game, but there’s more at play:

• 70% prefer home delivery

• 63% shop online to avoid crowds

• 45% cite lower prices

• 20.3% use price comparison sites

• 15.8% use “Buy Now, Pay Later” options

• 11.3% shop second-hand

It’s not just products, 75.7% of South African users aged 16+ also pay for digital content monthly. Subscriptions include:

• 31.8% for TV or movie streaming (hello, Netflix!)

• 21.9% for music platforms like Spotify

• 5% for dating apps

Interestingly, young men aged 16-24 and women aged 25-34 are the biggest digital spenders.

The Not-So-Perfect Side of E-Commerce

Despite the upward trend, local shoppers still face hiccups. Clothing, shoes, and accessories are the most returned items, a reminder that the digital fitting room isn’t always a perfect fit.

As for payments, debit cards (58%) remain the top method, followed by PayPal (48%), credit cards (30%), and invoice payments (10%). PayPal dominates the online payment space, used by 80% of local respondents, while South African fintech Ozow trails at 34%.

Global Perspective: Where SA Stands

• Thailand leads the world with 67% of people shopping online weekly

• Morocco sits at the bottom at just 19.6%

• In grocery shopping, people aged 35-44 are the most active worldwide

• Even seniors aged 65+ are part of the online grocery movement, 55% of women and 52% of men shop online regularly

What motivates online purchases globally?

• Free delivery (50.5%)

• Coupons & discounts (39.1%)

• Customer reviews (32.1%)

• Guest checkout (13.2%)

• Click-and-collect options (13.6%)

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}

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