Fashion market in South Africa

The South African Fashion eCommerce market is predicted to reach US$961.2 million by 2024 and accounts for 20.7% 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 2024-2028) will be 17.5%, resulting in a projected market volume of US$1,833.9 million by 2028. 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 Footwear market

The monthly eCommerce revenue of the South African Footwear market was US$21 million in November 2024. This refers to a growth of 11.6% compared to October 2024. Within the last 12 months, the monthly revenue share was the highest in June 2024 with 9.5% of the total 2024 revenue of the South African Footwear market and the lowest in February 2024 with 7.4% of the total 2024 revenue.

Revenue Last Month

US$21.0m

The eCommerce revenue grew by 11.6% from October 2024 to November 2024.

11-2024+11.6%

Monthly revenue shares in the last 12 months

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

0-20241-20242-20243-20244-20245-20246-20247-20248-20249-202410-202411-2024
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)70.790.322.798.713.87.311.626.490.992.835.112.8

Market development

eCommerce revenue development in the Footwear market in South Africa

The South African Footwear eCommerce market is predicted to reach US$236.6 million by 2024 and accounts for 24.6% of the Fashion 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 2024-2028) will be 15.9%, resulting in a projected market volume of US$427.1 million by 2028. The Footwear eCommerce market is a sub-market of the Fashion market. Further categories within the Fashion market are: Apparel, and Bags & Accessories.

eCommerce revenue development in the Footwear market in South Africa

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Footwear market in South Africa

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)32.942.158.388.599.027.631.244.8

Online share

eCommerce online share of the total Footwear market in South Africa

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the South African Footwear retail market, the online share is 10.2% and will increase by an average of 6.9% to 13.4% by 2028.

eCommerce online share of the total Footwear market in South Africa

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)54.2%46.5%94.0%36.8%62.2%91.7%43.9%78.8%

Top stores

Top five Footwear online stores in South Africa by net sales 2023

With sales in the South African Footwear market, superbalist.com generated a revenue of US$22.4 million in 2023, which means it is the leading online store in this market. The Footwear ranking of South Africa is based on all online stores that generated sales in this market in 2023. 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 Footwear market in South Africa in 2023

in million US$

Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed

Source: Annual report, secondary sources, ECDB analysis

Filtered revenue / share
Global revenue
Growth
no-access-0
US$900.0m
20.7%
US$8,300.0m8.3%
no-access-1
US$550.0m
12.0%
US$4,600.0m12.4%
no-access-2
US$470.0m
3.9%
US$1,190.0m33.6%
no-access-3
US$430.0m
20.6%
US$2,122.0m18.0%
no-access-4
US$370.0m
20.7%
US$1,814.0m12.6%

See further stores

Worldwide - Footwear South Africa - Footwear South Africa - All Categories

Market definition

Definition of the Footwear market within the Fashion market

Market definition: Fashion > Footwear The category Footwear comprises digital sales of sneakers, sports shoes, sandals, and more. This category does not cover sport-specific footware (e.g. soccer shoes, climbing shoes, bike shoes) and orthopedic footwear. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Sneakers
  • Sports shoes
  • Sandals
  • Boots
  • High heels
  • Slippers

Out-of-scope

  • Sport specific footware (e.g. soccer shoes, climbing shoes, bike shoes)
  • Orthopedic footwear