With ecommerce sales in South Africa projected to grow by double digits in 2025, businesses are racing to adapt to an ever-changing landscape. South Africa’s online retail sector is maturing rapidly, offering new opportunities for innovation, but it also faces unique challenges. From logistics in rural areas to the high cost of delivery, local businesses must find creative solutions to meet these demands while staying competitive in a globalised market.
At Realm Digital, we’ve seen first-hand how businesses can thrive by leveraging technology and tapping into local insights. Here’s a look at the trends shaping 2025, and how they’re impacting South Africa’s ecommerce landscape. Ecommerce loyalty programmes are becoming the norm
As competition heats up, loyalty programmes are emerging as a critical tool for customer retention. Local giants like Takealot are leading the way with initiatives like TakelotMore that mirror international trends, offering perks such as free delivery, exclusive discounts and rewards.
For smaller retailers, loyalty programmes are also becoming more accessible thanks to platforms that make it easy to implement personalised rewards systems. By focusing on customer value, businesses can build stronger connections and retain market share in a competitive environment.
The local fulfilment boom
Fast and affordable delivery is becoming a non-negotiable for South African online shoppers. Local players like Takealot, Checkers Sixty60 and Pick n Pay ASAP! are continually improving their logistics networks to meet these expectations.
However, the high cost of delivery and logistical challenges in rural areas remain hurdles for many businesses. Retailers are finding success by partnering with third-party delivery services or using innovative fulfilment networks to optimise operations.
The rise of online thrift stores
Second-hand fashion is going mainstream, driven by sustainability-conscious consumers and the affordability of pre-loved items. Globally, platforms like ThredUp and Poshmark are thriving, and South Africa is no exception to this trend.
Local platforms like Thrifts, Once Again and ThriftyWays are making it easier than ever for consumers to buy and sell quality second-hand clothing online. This trend reflects a cultural shift towards sustainable consumption and provides an opportunity for businesses to engage eco-conscious shoppers.
Sustainability: A growing priority
South African consumers are increasingly making environmentally-conscious buying decisions. From reducing packaging to offering sustainable product ranges, businesses that embed sustainability into their operations are earning trust and loyalty.
However, sustainability can be challenging for smaller businesses due to cost constraints. Solutions like shared logistics for carbon-neutral delivery or sourcing locally produced materials can make this more accessible.
The rise of personalisation
Personalisation isn’t just a nice-to-have; it’s becoming an expectation. Consumers want tailored experiences that reflect their preferences, from personalised product recommendations to customised offers.
In South Africa, businesses are exploring innovative ways to deliver personalisation despite limited access to advanced tools in some cases. By using affordable AI-powered solutions, even smaller retailers can unlock valuable insights about their customers.
Community commerce is thriving
South African shoppers value connection, and community-led commerce is on the rise. Brands that engage their audiences through meaningful content, active social media engagement and loyalty-driven communities are seeing higher customer retention.
From Facebook groups to localised WhatsApp shopping experiences, businesses that tap into this sense of connection will thrive. This trend is particularly suited to South Africa’s unique market, where relationships often drive purchasing decisions.
Augmented Reality enhancing shopping experiences
Augmented Reality (AR) is becoming an exciting addition to ecommerce, helping consumers make more informed decisions. Whether it’s trying on clothing virtually or visualising furniture in their homes, AR tools are reshaping how South Africans shop online.
Adoption of AR in South Africa is slower compared to global markets, primarily due to cost barriers and lower consumer familiarity. However, businesses that invest early in AR stand to gain significant competitive advantages.
South Africa’s ecommerce outlook for 2025
The South African ecommerce market is at an inflection point, fuelled by better infrastructure, increasing smartphone penetration and a growing trust in online shopping. However, challenges like high delivery costs, logistical hurdles in rural areas and slower adoption of emerging technologies must be addressed to realise the market’s full potential.
At Realm Digital, we believe 2025 will be a defining year for businesses that embrace innovation, invest in customer experience, and leverage technology to stay competitive. From personalisation and AR to sustainability and fulfilment, the opportunities are endless for those ready to adapt.