Fashion market in South Africa
The South African Fashion eCommerce market is predicted to reach US$1,145.3 million by 2025 and accounts for 20.5% of the total eCommerce market in South Africa. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2025-2029) will be 16.6%, resulting in a projected market volume of US$2,119.9 million by 2029. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.
Monthly revenues
Monthly eCommerce revenues in the South African Fashion market
The monthly eCommerce revenue of the South African Fashion market was US$94 million in January 2025. This refers to a growth of 2.2% compared to December 2024. Within the last 12 months, the monthly revenue share was the highest in December 2024 with 9.6% of the total 2024 revenue of the South African Fashion market and the lowest in February 2024 with 7.1% of the total 2024 revenue.
Revenue Last Month
US$94.3m
The eCommerce revenue grew by 2.2% from December 2024 to January 2025.
Monthly revenue shares in the last 12 months
| 0-2025 | 1-2025 | 2-2025 | 3-2025 | 4-2025 | 5-2025 | 6-2025 | 7-2025 | 8-2025 | 9-2025 | 10-2025 | 11-2025 | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Monthly revenue share (in %) | 91.8 | 6.8 | 23.5 | 1.3 | 51.9 | 66.4 | 94.5 | 88.3 | 84.8 | 55.4 | 81.8 | 98.5 |
Market development
eCommerce revenue development in the Fashion market in South Africa
The South African Fashion eCommerce market is predicted to reach US$1,145.3 million by 2025 and accounts for 20.5% of the total eCommerce market in South Africa. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2025-2029) will be 16.6%, resulting in a projected market volume of US$2,119.9 million by 2029. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.
eCommerce revenue development in the Fashion market in South Africa
eCommerce revenue growth in the Fashion market in South Africa
Net eCommerce revenue split by sub-category
| 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Growth (in %) | 48.6 | 64.3 | 44.7 | 1.7 | 48.0 | 0.2 | 46.3 | 74.6 |
Top stores
Top five Fashion online stores in South Africa by net sales 2024
With sales in the South African Fashion market, shein.com generated a revenue of US$248.1 million in 2024, which means it is the leading online store in this market. The Fashion ranking of South Africa is based on all online stores that generated sales in this market in 2024. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.
eCommerce net sales generated in the Fashion market in South Africa in 2024
| Filtered revenue / share eCommerce net sales refer to the year 2024 | Global revenue eCommerce net sales refer to the year 2024 | Growth eCommerce net sales growth refers to 2024/2023 | |
|---|---|---|---|
US$900.0m 20.7% | US$8,300.0m | 8.3% | |
US$550.0m 12.0% | US$4,600.0m | 12.4% | |
US$470.0m 3.9% | US$1,190.0m | 33.6% | |
US$430.0m 20.6% | US$2,122.0m | 18.0% | |
US$370.0m 20.7% | US$1,814.0m | 12.6% |
See further stores
Shop Software Solutions
Top 5 used shop software solutions in the South African Fashion market
In the South African Fashion eCommerce market in 2024, Shopify is the most widely used shop software solution, adopted by nearly 37.3% of online retailers. WooCommerce is the second most popular option, used by 26.3% of online retailers. Other shop software solutions, including Magento, Amplience, and Salesforce Commerce Cloud, are used by a significantly smaller percentage of online retailers.
Top 5 used shop software solutions in the South African Fashion market
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Market definition
Definition of the Fashion market
Market definition: Fashion The category Fashion encompasses the commercial (B2C) sale of apparel (e.g. jackets, t-shirts, joggers, underwear), footwear (e.g. sneakers, boots, sandals), bags (e.g. handbags, backpacks, suitcases), and accessories (e.g. hats, sunglasses, jewelry, watches) via digital channels. Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits), eye care (e.g. glasses and sunglasses with prescriptions) or beauty care (e.g. make-up, fragrances) are not included in this segment. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.
In-scope
- Apparel (e.g. jackets, t-shirts, joggers, underwear)
- Footwear (e.g. sneakers, boots, sandals)
- Bags (e.g. handbags, backpacks, suitcases)
- Accessories (e.g. hats, sunglasses, jewelry, watches)
Out-of-scope
- Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits)
- Eye care (e.g. glasses and sunglasses with prescriptions)
- Beauty care (e.g. make-up, fragrances)
Select sub-category