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 Apparel market

The monthly eCommerce revenue of the South African Apparel market was US$52 million in April 2025. This refers to a growth of 1.9% compared to March 2025. Within the last 12 months, the monthly revenue share was the highest in December 2024 with 9.7% of the total 2024 revenue of the South African Apparel market and the lowest in February 2025 with 7.3% of the total 2025 revenue.

Revenue Last Month

US$51.7m

The eCommerce revenue grew by 1.9% from March 2025 to April 2025.

04-2025+1.9%

Monthly revenue shares in the last 12 months

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

0-20251-20252-20253-20254-20255-20256-20257-20258-20259-202510-202511-2025
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)55.532.857.538.157.424.768.18.626.891.135.727.5

Market development

eCommerce revenue development in the Apparel market in South Africa

The South African Apparel eCommerce market is predicted to reach US$661.1 million by 2025 and accounts for 57.7% 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 2025-2029) will be 16.9%, resulting in a projected market volume of US$1,235.0 million by 2029. The Apparel eCommerce market is a sub-market of the Fashion market. Further categories within the Fashion market are: Bags & Accessories, and Footwear.

eCommerce revenue development in the Apparel 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 Apparel 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 %)66.125.835.599.815.543.962.674.6

Online share

eCommerce online share of the total Apparel 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 Apparel retail market, the online share is 19.8% and will increase by an average of 10.4% to 29.4% by 2029.

eCommerce online share of the total Apparel market in South Africa

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)43.1%86.0%47.3%11.5%10.2%9.6%14.5%69.9%

Top stores

Top five Apparel online stores in South Africa by net sales 2024

With sales in the South African Apparel market, shein.com generated a revenue of US$192.4 million in 2024, which means it is the leading online store in this market. The Apparel 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 Apparel market in South Africa in 2024

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 - Apparel South Africa - Apparel South Africa - All Categories

Market definition

Definition of the Apparel market within the Fashion market

Market definition: Fashion > Apparel The category Apparel encompasses the commercial (B2C) sale of outerwear (e.g. jackets, coats), tops (e.g. t-shirts, sweaters, blouses), bottoms (e.g. pants, shorts, skirts), and more. Not covered are sport-specific apparel (e.g. wetsuits, snowsuits, goalkeeper gloves), footwear or fashion accessories (e.g. gloves, hats, scarves). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Outerwear (e.g. jackets, coats)
  • Tops (e.g. t-shirts, sweaters, blouses)
  • Bottoms (e.g. pants, shorts, skirts)
  • Undergarments (e.g. underwear, socks)
  • Activewear (e.g. joggers, tights, tricots)

Out-of-scope

  • Sport-specific apparel (e.g. wetsuits, snowsuits, goalkeeper gloves)
  • Footwear
  • Fashion accessories (e.g. gloves, hats, scarves)