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Ecommerce marketing trends to watch in South Africa for 2025

by Matthew Banner: Sales director at 365 Digital, a leading digital advertising solutions agency in South Africa.
The ecommerce landscape in South Africa is entering a new era of innovation and growth in 2025. As consumer behaviours shift and technology advances, businesses must stay ahead of the curve to remain competitive. From AI-driven personalisation to the rise of social commerce, these trends are reshaping how brands engage with their audiences and drive online sales. This article explores the key marketing trends shaping the future of ecommerce in South Africa and offers insights into how businesses can leverage these developments to thrive in the ever-evolving digital economy.

As South Africa's ecommerce landscape evolves in 2025, several key marketing trends are shaping the industry's future. Businesses aiming to stay competitive must adapt to these developments to meet the changing preferences of consumers.

1. AI-powered personalisation

Artificial Intelligence (AI) is revolutionising customer engagement by enabling personalised shopping experiences. Companies implementing AI-driven personalisation have reported up to a 30% improvement in customer engagement rates. This technology allows businesses to tailor product recommendations and marketing messages to individual consumer behaviours and preferences, enhancing the overall shopping experience.

2. Mobile-first optimisation

With mobile penetration in South Africa projected to reach 95% by 2025, adopting a mobile-first strategy is essential. Ensuring that websites are mobile-friendly, offering seamless navigation, and providing secure payment options are critical components of this approach. Brands that prioritise mobile optimisation are better positioned to capture the growing number of consumers who prefer shopping via their smartphones.

3. Expansion into emerging markets

To counter increasing competition from global players, local ecommerce leaders are focusing on underserved markets. For instance, Takealot is recruiting personal shoppers to expand into townships and rural areas, aiming to reach consumers who may not be tech-savvy or have easy access to online shopping. This strategy not only broadens their customer base but also promotes inclusivity in the digital economy.

4. Integration of Augmented Reality (AR)

AR is becoming a powerful tool for creating immersive shopping experiences. Brands are leveraging AR to offer "try-before-you-buy" features, allowing customers to visualise products in their own environment before making a purchase. This technology enhances customer confidence and reduces return rates, contributing to higher sales and customer satisfaction.

5. Emphasis on sustainability

Consumers are increasingly favouring brands that demonstrate a commitment to sustainability and social responsibility. Research indicates that 67% of South African consumers prefer brands that show genuine dedication to these values. Companies that integrate sustainable practices into their operations and marketing strategies are likely to build stronger connections with their audience and foster long-term loyalty.

6. Adoption of voice search optimisation

As the use of voice assistants grows, optimising content for voice search is becoming crucial. This involves incorporating natural language and conversational keywords into SEO strategies to align with how consumers interact with voice-enabled devices. Brands that adapt to this trend can improve their visibility and accessibility in the evolving digital landscape.

7. Growth of social commerce

Social media platforms are increasingly becoming integral to the ecommerce ecosystem. Features that allow direct purchasing within these platforms are streamlining the shopping process, making it more convenient for consumers. Brands that effectively utilise social commerce can enhance customer engagement and drive sales by meeting consumers where they spend a significant portion of their time online.

8. Investment in video marketing

Short-form video content is gaining prominence as a primary medium for brand storytelling. South African consumers are spending 40% more time watching video content compared to two years ago. Brands are increasingly collaborating with micro-influencers and creating shoppable video content to engage audiences and drive conversions.

Staying abreast of these trends is vital for businesses aiming to thrive in South Africa's dynamic ecommerce market. By embracing AI-driven personalisation, mobile optimisation, AR integration, sustainability, voice search, social commerce, and video marketing, companies can enhance customer engagement and maintain a competitive edge in 2025 and beyond.

Useful resources:
365 Digital
365 Digital is a digital marketing and advertising technology business, specialising in commerce media and mobile performance marketing solutions.
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