Toilet Paper to Tech: What South Africans Bought Most on Amazon in Year One

Amazon’s South African journey began just a year ago, and while its launch may have lacked fireworks, the platform has quietly gained traction—especially with shoppers looking for everyday essentials.

When Amazon.co.za went live in May 2024, South Africans were curious and hopeful. But that early buzz soon faded. Many were let down by the limited product options and absence of Amazon Prime services. Still, the company stayed the course.

Instead of trying to win big from the get-go, Amazon focused on building gradually—and locally. According to Robert Koen, Amazon’s Managing Director for Sub-Saharan Africa, the priority was simple: listen to what customers want, then adapt quickly.

“Everything we’ve done this past year — from expanding our product selection to enabling faster delivery — has been driven by what South African customers have told us they want and expect from Amazon,” Koen shared.

Growth Through Local Understanding

In just twelve months, Amazon South Africa has gone from 22 to 28 product categories, adding everything from groceries to vitamins. More importantly, it ramped up its delivery game, now offering same-day service in Johannesburg and Cape Town. Some packages even arrive within five hours.

Pickup points have also jumped—from 3,000 to 4,300—making it easier for customers to receive their parcels wherever they are.

And then there’s Shop Mzansi—a dedicated storefront launched in September 2024 to promote locally made goods. It’s part of Amazon’s broader push to help South African entrepreneurs thrive in the digital economy. Thousands of local sellers have joined through the Cape Town-based Seller Success Centre, a global first for the company.

The Unexpected Hero: Toilet Paper

So, what did South Africans actually buy? You might be surprised.

Despite the digital marketplace’s high-tech sheen, its top-selling items were very down-to-earth: toilet paper, dishwasher tablets, cleaning products, shampoo, and nappies.

Koen humorously noted that Amazon sold enough toilet paper to stretch from Cape Town to Cairo—and back—twice. That’s roughly 827,000 rolls in just one year.

Building for the Long Run

While Amazon hasn’t yet shaken up the e-commerce scene the way some anticipated, its slow-and-steady strategy is laying down solid roots. By focusing on what South Africans truly need—and building a local seller ecosystem—the global giant is beginning to feel more like a neighborhood store.

As Amazon continues to expand its presence and services, the next twelve months could reveal whether this groundwork pays off with stronger customer loyalty and deeper market penetration.

{Source: My Broad Band}

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