Africa (Commonwealth Union) _ More than half of South Africans aged 16 years and above are shopping online every week, placing the nation second only to the 56% global average. Meltwater’s Digital 2025: April Global Statshot Report reports that 50.1% of South African internet users are now shopping for goods or services online every week, a signal that online shopping is fast becoming the new normal.
Driven by convenience, competitive prices, and online innovation, South Africans are not just window shopping anymore; they’re buying everything from groceries to gadgets online. Fashion is the leader in the e-commerce race, with 32% of online purchases, followed by hobbies and DIY goods at 27%, electronics at 18%, and even food and personal care items at 8%.
Statista’s Natalie Cowling has forecast that South Africa’s e-commerce user base will nearly double from 11.7 million in 2025 to 21.5 million in 2029. As of September 2024, Takealot.com remains the market leader, used by 62% of shoppers, with fast-fashion favourite Shein a close second at 48%.
“South Africans shop mostly on mobile,” Cowling noted, with 77% shopping on smartphones, compared to 50% on laptops and only 5% on streaming devices or smart speakers.
While the draw is convenience, Cowling acknowledged pitfalls too; most returns are clothing, shoes, and accessories. However, key drivers remain strong: 70% prefer home delivery, 63% don’t want to handle crowds, and 45% shop online for competitive prices.
What is the preferred mode of payment? Debit cards take the top spot at 58%, with PayPal or similar services at 48%. Credit card use trails at 30%, with just 10% using invoice payments. PayPal was the top online payment brand from April 2023 to March 2024 (80%), far ahead of South Africa’s own Ozow (34%).
Thailand leads online shopping percentages around the world (67%), while Morocco ranks lowest with just 19.6%. Free shipping is the strongest worldwide driver (50.5%), particularly among older consumers. Both women and men aged 35–44 are the most frequent online grocery buyers, with use persisting even in the 65+ age range.
South Africans are also some of the world’s biggest consumers of digital content, with 75.7% of them paying for subscriptions every month. These include streaming video (31.8%), music (21.9%), and even dating apps (5%).
With the growth of South Africa’s digital economy, the click-to-cart lifestyle is becoming more prevalent and evolving at a faster rate than previously.
