Online shopping statistics South African businesses should know

Key South Africa eCommerce stats 2025

Here are 15 eCommerce stats about online shoppers in SA that every business should know.

Tip: Selling products or services online, or thinking about it? Discover how a multiple-payment option gateway can help you expand your audience reach and accelerate online sales.

1. 11.7 million South Africans forecasted to shop online in 2025

According to the Digital Market Outlook by Statista, over 11 million South Africans will shop online. That’s a massive customer base ready for businesses like yours. The number reflects more than just population growth, but it also shows the increasing role of technology in daily life. Affordable data, smartphone adoption, and improved delivery networks are fuelling this growth.

In 2024, just over 10 million South African internet users shopped online, indicating a growing trend that is likely to continue upward. What does it mean for you? If your products or services are not available online, then you’re missing out on a share of this growing digital marketplace.

2. Fashion accounts for 32% of the eCommerce market

The Statista data referenced above also shows that fashion remains the largest online shopping category, making up 32% of South Africa’s eCommerce market. From clothing and shoes to accessories, it’s clear that style sells online. It is followed by toys, hobbies, and DIY, at 27%.

Even if you’re not in any of these industries, you can still learn something important from this trend: consumers are comfortable buying items that traditionally required in-person shopping.

This means your brick-and-mortar business is not exempt from online shopping. Instead, it is actually desired by customers. If you’re not selling online yet, you’re leaving money on the table.

Ready to sell online? Find out which one is better for eCommerce, WooCommerce or Ecwid.

3. Free delivery drives 67.3% of online purchases

Another crucial factor that is a primary driving force for online shopping in South Africa is the cost of delivery. According to recent data, 67.3% of online shoppers mention free delivery as the number-one reason for completing a purchase.

For you, this means rethinking how shipping fits into your pricing model. Offering free, subsidised, or subscription-based delivery, such as TakealotMORE, could be the difference between a sale and an abandoned cart. Customers want convenience without extra costs.

4. 53.8% of online shoppers join loyalty programmes

Every business owner knows that customer retention is just as important as acquisition. More than half of online shoppers (53.8%) actively join loyalty programmes, making them one of the most significant drivers of eCommerce in South Africa.

If you’re not offering rewards, discounts, or early access to new products, you’re likely losing out to competitors. A well-designed programme not only encourages repeat purchases but also helps you build stronger relationships with your customers.

The best part is that you don’t have to build out an entire system if you don’t have the time or resources to do so. By adopting payment options such as Zapper, you benefit from a fast and secure payment system, which is widely trusted by customers. Additionally, your customers get to use a frictionless payment option that is instant and secure, all while earning rewards.

5. 43.8% of shoppers seek coupons and discounts

South Africa’s slow economic growth and rising inflation mean price sensitivity is high among online shoppers. Nearly 44% of them look for coupons or discounts before making a purchase.

But this doesn’t mean you should race to the bottom of the price range; rather, it urges you to think more strategically. Offering limited-time promotions, bundle deals, or subscriber-only discounts can add perceived value.

Customers prefer transactions that are tit-for-tat, where both the business and they benefit from something of equal or greater value in return, which builds trust and satisfaction.

6. “Phygital” shopping is the future of retail in South Africa

The line between online and offline shopping is fading. The concept of “phygital” retail, where digital experiences blend with physical ones, is shaping the future of South African commerce.

This trend is mainly about enhancing the customer experience. Blending the tangible aspect of physical stores with the convenience of online ones. Think of features like ordering online and collecting in-store, or using virtual try-on tools before visiting a shop.

A good example in the South African context would be McDonald’s self-service kiosks. These allow customers to place orders independently, so they can take their time deciding what to eat, without holding up the line at the counter.

7. Debit cards are the most popular online payment method (58%)

Cash is still king in South Africa, but when it comes to online shopping, customers overwhelmingly prefer debit cards. These make up 58% of all online transactions, showing the importance of offering trusted, straightforward payment options.

With tight security measures such as 3D Secure and PCI DSS compliance, card payments are hard to beat when selling online. While alternative payment methods such as QR codes and digital wallets are on the rise, don’t abandon accepting cards just yet. Rather, enable systems like “one-click checkout” for returning shoppers to reduce friction during this crucial stage.

8. 46% of South Africans trust influencer recommendations

Trust plays a big role in purchase decisions. According to KLA research, 46% of South Africans trust products recommended by influencers. This trend highlights the power of social commerce and reinforces why collaboration and influencer marketing are solid marketing strategies.

Partnering with the right voices, whether big names or micro-influencers in your niche, can build credibility and drive sales. Just make sure these influencers’ values align with those of your business, as inauthentic campaigns can lead to a loss in brand trust and customer skepticism.

9. Holiday spending increases by 7% as online shopping grows

Seasonal shopping continues to grow in South Africa, but there are some shifts. Research by IOL shows that holiday purchases grew by 7% year-on-year, largely thanks to online shopping.

The festive season, spanning between mid-December and January, is a critical time for retailers. Many businesses report this to be their busiest and most profitable time of year, so ensuring your online store is ready with promotions, reliable delivery, and smooth payments can help you capture a bigger slice of that holiday spend.

This is also a time when people are visiting family, away on holiday, or attending annual events, so agility is crucial. Be sure to enable multiple payment options for more convenience, from contactless vouchers to Buy Now, Pay Later (BNPL) solutions that offer an expense cushion.

10. Black Friday 2024 saw over R30 billion spent online

Black Friday (or more broadly “Black November”) has become one of the biggest shopping events in the country. In 2024, South Africans spent more than R30 billion over Black Friday weekend, according to Daily Maverick. And this number is set to rise in 2025.

Electronics, beauty, and fashion dominated sales, showing where consumer demand peaks. So, planning well in advance for Black Friday can be one of the most profitable moves of the year.

Want to get in on the action? Here’s a guide to optimise your store for the Black Friday rush.

11. Cart abandonment rates reach 75% in South Africa

One of the biggest challenges in eCommerce is cart abandonment. In South Africa, the rate sits at a worrying 75%, but this may be as high as 83.5%, according to a report by ECDB.

This means three out of four shoppers who add something to their basket don’t complete the purchase. Causes include unexpected delivery fees, complicated checkouts, and a lack of payment options. Optimising your checkout journey is critical to recovering lost sales.

12. Third-party marketplaces power a large share of eCommerce sales

Marketplaces remain a major force in online shopping. Platforms that pool together multiple vendors account for a significant share of South Africa’s eCommerce activity.

For smaller businesses, this offers both opportunities and challenges. Marketplaces can give you exposure and sales volume, but they also mean competing directly with other brands on the same platform. Use detailed product descriptions, images, and reviews to make your products stand out. Also, look at the marketplace’s analytics tools and indicators for better targeting.

13. 90.1% of shoppers avoid retailers with poor reviews

Reputation matters in the online shopping landscape. According to eCommerce.co.za, over 90% of South Africans avoid retailers with negative reviews or low ratings.

This shows the importance of excellent customer service and reputation management. Reviews are not just there to make your brand look good online; they are trust signals that customers take into consideration before making a purchase.

Encouraging happy customers to leave reviews and addressing complaints quickly can make or break your online credibility.

14. BNPL market in South Africa expected to grow by 13.6%

The Buy Now, Pay Later (BNPL) sector is gaining traction. A Fintech Futures report projects that the South African BNPL market is expected to grow by 13.6%, hitting trillions of rands in 2025.

This rise is an indicator of the market. Customers who cannot afford to make big purchases at once, or who are looking to balance their budgets more effectively, are choosing this as an option.

For your business, offering BNPL could also attract a younger, budget-conscious audience, who may not have a lot of money to spend just yet, but can afford to pay in instalments.

15. Online sales projected to hit R400 billion by 2025

Perhaps the most striking figure is that South African online sales are expected to reach R400 billion in 2025. This highlights the scale of the opportunity. Whether you’re a retailer, service provider, or supplier, the digital economy is becoming a cornerstone of consumer spending.