e-Commerce Market Analytics

The eCommerce market in South Africa

South Africa is the 41st largest market for eCommerce with a revenue of US$5 billion in 2021, placing it ahead of Iraq and behind Philippines.

With an increase of 19%, the South African eCommerce market contributed to the worldwide growth rate of 15% in 2021. Just like in South Africa, global eCommerce sales are expected to increase over the next years. As new markets are emerging, global growth will continue over the next years. This development will be propelled by East and Southeast Asia with their growing middle class and their lagging offline infrastructure.

With a yearly growth rate of 8% between 2021 and 2025, South Africa is even expected to outperform the global average of 6%.

The eCommerce market in South Africa

Top online stores

The biggest player in the South African eCommerce market is takealot.com. The store had a revenue of US$602 million in 2021. takealot.com is followed by superbalist.com and woolworths.co.za as the second- and third largest stores with US$85 million and US$57 million, respectively. Altogether, the top three stores account for 15% of online revenue in South Africa.

Store rankings include every store that generates revenue in South Africa. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in South Africa was considered.

One of the fastest-growing stores in the South African market is decathlon.co.za. The store achieved online net sales of about US$5.1 million in 2021. Its revenue growth amounted to 266% in the previous year.

More information on the top 100 online stores in South Africa can be found in our ecommerceDB Country Report.

Growth champions:
Editorial tips:

Top online eCommerce stores in South Africa by eCommerce net sales 2021 in million US$

# Store
1. takealot.com
US$542.2m
2. superbalist.com
US$234.0m
3. woolworths.co.za
US$125.1m
4. mrp.com
US$32.7m
5. homechoice.co.za
US$30.8m

The eCommerce market in South Africa

Market size and growth rate

Revenue in 2021
US$7,162.1m
REVENUE
CAGR 2021-2025
16.1%
CAGR
Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.

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The eCommerce market in South Africa is expected to increase over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate for the next four years (CAGR 21-25) will be 8%. Compared to the year-over-year growth of 19% between 2020 and 2021, this decrease in yearly growth suggests a moderately flooded market. However, an indicator of growth potential is the online penetration of 35% in South Africa; in other words, 35% of the South African population have bought at least one product online in 2021.

Five categories are considered by ecommerceDB. Fashion is the largest segment in South Africa and accounts for 32% of the eCommerce revenue in South Africa. It is followed by Toys, Hobby & DIY with 27%, Electronics & Media with 18%, Furniture & Appliances with 15%, and Food & Personal Care with the remaining 8%.