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Which ecommerce platform is leading in South Africa?
by Allen Jaffe:
Chief Executive Officer at eComplete.
Online commerce has become a cornerstone of retail in South Africa, with the ecommerce industry experiencing remarkable growth. In 2023, 76% of South Africans used the internet - a number expected to rise by 22 percentage points by 2029. This growth aligns with projections that ecommerce users will increase from 11.7 million in 2025 to 21.52 million by 2029.
With the growth of ecommerce, which platforms are leading the race?
The South African ecommerce landscape
Of South Africa’s 176,400 active ecommerce stores, WooCommerce dominates with 46% market share, followed by Shopify at 30%, Wix at 11%, Ecwid at 3%, and Magento among the remaining 11%.
This distribution is starkly different from global trends, where in the last quarter of 2024, there has been a marked shift in top traffic stores migrating to Shopify and away from other serious players WooCommerce and Magento.
Global trends: Shopify’s surge
With over 2.5 million active stores, Shopify has become a global powerhouse. It now powers 18-25% of the top 10,000, 100,000 and 1 million most visited websites, thanks to its user-friendly interface, robust features and scalability.
In contrast, self-hosted platforms like WooCommerce and Magento face challenges. They require ongoing developer support, incur higher ownership costs, and are prone to crashes during peak traffic events like Black Friday. Shopify’s built-in reliability, ease of use and advanced tools - such as seamless integrations, rapid scalability and a fast checkout process - make it the preferred choice for businesses worldwide.
While initially seen as a platform for small businesses, Shopify’s enterprise solution, Shopify Plus, now rivals major enterprise platforms, enabling brands of all sizes to thrive.
Why South Africa favours WooCommerce
Despite Shopify’s global dominance, WooCommerce remains South Africa’s top choice. Its open-source model and affordability appeal to small businesses with limited budgets, and its integration with WordPress offers flexibility for content-driven ecommerce. WooCommerce’s local development roots and marketing presence also contribute to its strong foothold.
That said, Shopify’s steady rise in South Africa is noteworthy. Its ability to streamline operations, handle large traffic volumes and support growth makes it an attractive option for businesses eyeing long-term success.
The future of ecommerce in South Africa
With ecommerce in South Africa poised for rapid growth, platform preferences may shift. Shopify’s ongoing investment in innovation - such as AI tools, omnichannel support, and advanced analytics - could attract businesses aiming to compete in a globalised market.
As consumer expectations rise and businesses strive to scale, Shopify’s proven reliability and scalability may tip the balance. While WooCommerce currently holds the lead, Shopify’s growth trajectory suggests it may soon capture a larger share of South Africa’s evolving ecommerce landscape.
The question is not if Shopify will gain dominance in South Africa, but when.
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