Furniture & Homeware market in South Africa

The South African Furniture & Homeware eCommerce market is predicted to reach US$536.5 million by 2024 and accounts for 11.6% 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 20.1%, resulting in a projected market volume of US$1,116.8 million by 2028. Within the Furniture & Homeware market ECDB considers the following two sub-markets: Furniture and Homeware.

Monthly revenues

Monthly eCommerce revenues in the South African Homeware market

The monthly eCommerce revenue of the South African Homeware market was US$19 million in November 2024. This refers to a growth of 10.6% compared to October 2024. Within the last 12 months, the monthly revenue share was the highest in December 2023 with 9.5% of the total 2023 revenue of the South African Homeware market and the lowest in February 2024 with 7.6% of the total 2024 revenue.

Revenue Last Month

US$19.2m

The eCommerce revenue grew by 10.6% from October 2024 to November 2024.

11-2024+10.6%

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 %)80.185.266.457.930.650.755.730.02.043.570.988.8

Market development

eCommerce revenue development in the Homeware market in South Africa

The South African Homeware eCommerce market is predicted to reach US$209.3 million by 2024 and accounts for 39.0% of the Furniture & Homeware 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 19.2%, resulting in a projected market volume of US$423.2 million by 2028. The Homeware eCommerce market is a sub-market of the Furniture & Homeware market. Further categories within the Furniture & Homeware market are: Furniture.

eCommerce revenue development in the Homeware 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 Homeware 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 %)14.716.697.460.738.274.576.082.4

Online share

eCommerce online share of the total Homeware 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 Homeware retail market, the online share is 31.1% and will increase by an average of 8.9% to 43.8% by 2028.

eCommerce online share of the total Homeware market in South Africa

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)65.3%71.8%80.6%29.0%39.2%36.9%22.6%32.7%

Top stores

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

With sales in the South African Homeware 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 Homeware 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 Homeware 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 - Homeware South Africa - Homeware South Africa - All Categories

Market definition

Definition of the Homeware market within the Furniture & Homeware market

Market definition: Furniture & Homeware > Homeware The category Homeware covers the sale of lamps (e.g. indoor lamps, outdoor lanmps), tableware (e.g. dishes, cutlery), decorations (e.g. table linens, wall art), and more. This category does not cover furniture, interior finishes (e.g. floorings, paints, wallpapers) or interior design services. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Lamps (e.g. Indoor lamps, outdoor lanmps)
  • Tableware (e.g. dishes, cutlery)
  • Decorations (e.g. table linens, wall art)
  • Carpets (e.g. shag carpets, area rugs, runner rugs)
  • Curtains and blinds (e.g. drapes, valances, roller blinds)
  • Beddings (e.g. bed sheets, pillowcases)

Out-of-scope

  • Furniture
  • Interior finishes (e.g. floorings, paints, wallpapers)
  • Interior design services