South Africa’s ecommerce story has traditionally focused on affluent consumers in major metropolitan areas. For years, online retail growth was closely associated with higher-income households, early technology adopters and urban convenience.
The latest Online Retail in South Africa 2025 report points to a broader shift. Ecommerce is reaching new customer groups across different ages, income levels and locations, expanding the market beyond its traditional base. As online retail moves towards R130 billion in annual sales, the next phase of growth will increasingly come from consumers who have only recently made online shopping part of their everyday lives.
Ecommerce has entered a broader stage of adoption
The report describes South Africa’s online retail sector as having entered a decisive phase of transformation. Ecommerce is expected to account for close to 10% of national retail sales by the end of 2025, growing more than ten times faster than physical retail. Growth at this scale naturally changes who shops online.
The report highlights that younger consumers aged 18 to 34 remain highly active online, but adoption among middle-aged and older consumers has increased significantly since the pandemic. Online shopping is also expanding beyond major metropolitan areas into secondary cities and peri-urban communities as logistics networks improve and mobile payment adoption increases.
Middle-income consumers are driving the next wave
One of the report’s most important findings is that middle-income consumers are now the fastest-growing cohort of online shoppers. Higher-income households continue to account for the greatest overall spending, but ecommerce growth is increasingly coming from consumers who are entering the market rather than simply spending more within it.
This presents retailers with a different opportunity. Winning these customers depends on delivering experiences that build confidence from the very first purchase. Clear pricing, reliable delivery estimates, familiar payment methods and responsive customer support all contribute to creating positive early experiences that encourage repeat purchases.
Geography is becoming less of a barrier
South Africa’s ecommerce market has historically reflected the country’s largest urban centres, where delivery infrastructure and internet access have been strongest.
The report shows that this picture is changing. Improved logistics networks and greater mobile payment penetration are supporting ecommerce adoption in secondary cities and peri-urban areas, extending the reach of online retail into communities that were previously underserved.
For retailers, this creates opportunities to think differently about fulfilment, customer communication and delivery expectations across a wider geographic footprint.
Convenience is creating new shopping habits
The report identifies convenience as one of the strongest structural drivers behind ecommerce growth. On-demand grocery services have reshaped expectations around delivery speed, while apparel retailers continue improving digital experiences through better sizing information, loyalty integrations and simpler customer journeys.
Consumers have also become increasingly comfortable purchasing categories such as health and beauty products online. These improvements benefit experienced online shoppers, but they also reduce barriers for customers making their first or second online purchase. As ecommerce becomes easier to use, more consumers become confident participating in it.
Trust continues to shape buying behaviour
The report reinforces that trust remains one of the strongest competitive advantages for local retailers. Nearly half of South African consumers primarily shop on local ecommerce platforms, while only 9% primarily shop on international marketplaces. Almost half trust local retailers more than international platforms, and more than half have never purchased from Shein or Temu.
For newer online shoppers, trust plays an even greater role. Confidence that products will arrive, returns will be straightforward and customer support is accessible helps remove uncertainty from the buying decision. As the ecommerce customer base expands, these fundamentals become increasingly valuable.
Retailers have an opportunity to design for a broader audience
The report also provides insight into where retailers are investing. Marketing remains the leading focus for AI adoption, while customer support, checkout, personalisation and fraud detection are also receiving attention. Retailers continue to prioritise user experience, ease of integration and security when selecting technology partners, reflecting an industry focused on delivering consistent customer experiences as ecommerce scales.
As online retail expands into new demographic groups, retailers have an opportunity to design experiences that are intuitive for first-time online shoppers while remaining efficient for experienced customers. Simpler navigation, transparent delivery information, flexible payment options and accessible customer support all contribute to reducing friction across the customer journey.
The next phase of ecommerce growth is already underway
The Online Retail in South Africa 2025 report shows that ecommerce is no longer growing by serving the same customers more often. It is growing because more South Africans are becoming regular online shoppers.
That shift broadens the market considerably. Retailers that recognise these changing demographics and build experiences around trust, convenience and accessibility will be well positioned as ecommerce continues its rapid expansion over the remainder of the decade.