15-05-2025
South Africa Social Commerce Intelligence Report 2025: Market to Grow by 35.2% to Reach $1.54 Billion this Year - Future Growth Dynamics to 2030
This report provides a detailed data-centric analysis of the social commerce sector in South Africa, covering market opportunities and risks across a range of retail categories. With over 50+ KPIs at the country level, this report provides a comprehensive understanding of social commerce market dynamics, market size and forecast, and market share statistics.
Dublin, May 15, 2025 (GLOBE NEWSWIRE) -- The "South Africa Social Commerce Market Intelligence and Future Growth Dynamics Databook - 50+ KPIs on Social Commerce Trends by End-Use Sectors, Operational KPIs, Retail Product Dynamics, and Consumer Demographics - Q2 2025 Update" report has been added to social commerce market in South Africa is expected to grow by 35.2% on annual basis to reach US$1.54 billion in 2025. The social commerce market in the country experienced robust growth during 2021-2024, achieving a CAGR of 51.0%. This upward trajectory is expected to continue, with the market forecast to grow at a CAGR of 19.9% during 2025-2030. By the end of 2030, the social commerce sector is projected to expand from its 2024 value of USD 1.14 billion to approximately USD 3.82 billion.
South Africa's social commerce landscape is dynamic, characterized by rapid growth and increasing competition from local and international players. The entry of global giants such as Amazon and Shein is reshaping consumer expectations and market dynamics, compelling local businesses to innovate and enhance their digital developments, particularly those concerning taxation and online content, are set to influence the operational environment for social commerce platforms. Businesses must stay abreast of these changes to navigate the evolving landscape effectively and maintain competitiveness in this burgeoning market.
The proliferation of smartphones and affordable data plans has facilitated greater access to social media platforms, enabling consumers to engage in social commerce seamlessly. Platforms such as Facebook, Instagram, and WhatsApp are commonly used by businesses to market and sell products directly to consumers, reflecting a shift towards more integrated online shopping experiences.
Key InsightsSouth Africa's social commerce sector is undergoing rapid transformation, driven by increased internet penetration, the widespread adoption of smartphones, and the growing appeal of in-app shopping. Businesses are leveraging social media platforms to reach consumers directly, and this shift is expected to continue as digital commerce strategies become more sophisticated. The rise of influencer marketing and live shopping features further reinforces the sector's expansion, creating new opportunities for brands to engage with their target audiences in commerce in South Africa will likely see further investments in personalization and technology-driven engagement strategies. While influencer-led shopping and live commerce will continue to gain momentum, increased regulatory oversight could introduce compliance challenges for businesses. Companies that adapt to these evolving trends while maintaining transparency and innovation will be well-positioned to capitalize on South Africa's growing digital retail Growth of Social Commerce
The widespread adoption of smartphones and increased internet connectivity have facilitated easier access to social media platforms. Additionally, the convenience of in-app shopping features and targeted advertising strategies have made it more appealing for consumers to shop directly through social media channels.
As more consumers become comfortable with online shopping, especially through social media, businesses are likely to invest further in optimizing their social commerce strategies. This could lead to more personalized shopping experiences and the integration of advanced technologies to enhance user engagement.
Rise of Social Media Influencers
Influencer-led social commerce is gaining momentum in South Africa, with influencers using their platforms to promote and sell products directly to their followers. This trend leverages influencers' established trust with their audiences, making product recommendations feel more personal and credible. As a result, businesses are increasingly collaborating with influencers to enhance brand awareness and drive direct sales through social media platforms.
The primary driver behind this trend is the perceived authenticity of influencer marketing compared to traditional advertising. Consumers are more likely to trust product recommendations from influencers they follow, leading to higher engagement and conversion rates. This has prompted brands to invest heavily in influencer partnerships, utilizing social media platforms such as Instagram, TikTok, and Facebook to reach targeted audiences.
Over the next two to four years, influencer-led shopping is expected to become even more integral to brand strategies in South Africa. However, as the industry grows, regulatory bodies may impose stricter guidelines around paid promotions, transparency, and consumer protection. Businesses and influencers must navigate these potential regulatory changes while maintaining trust and engagement with their audiences.
Integration of Live Shopping Features
Live shopping events are becoming increasingly popular in South Africa's social commerce landscape, with retailers leveraging live broadcasts to showcase and sell products. This format allows businesses to create interactive shopping experiences, engaging consumers in real-time through demonstrations, Q&A sessions, and exclusive deals. Platforms such as Instagram, Facebook, and TikTok have become key channels for these events, helping brands connect directly with their audiences.
The primary driver behind the rise of live shopping is the appeal of real-time interaction, which enhances consumer trust and engagement. Unlike traditional e-commerce, live shopping provides an opportunity for immediate feedback, allowing potential buyers to ask questions and see products in action before making a purchase. Retailers benefit from this model as it encourages impulse buying and fosters a sense of urgency through limited-time promotions and discounts.
Over the next two to four years, live shopping is expected to become a core element of South African social commerce, with more brands incorporating it into their digital strategies. As the trend grows, businesses may invest in better live-streaming technologies, influencer collaborations, and interactive features to enhance the consumer experience. Those who successfully integrate live shopping into their sales strategy will likely see increased engagement and higher conversion rates in an increasingly digital retail environment.
Key Players and New Entrants
Local e-commerce giants such as Takealot have recognized the potential of social commerce and are leveraging social media channels to enhance their reach. Additionally, global players such as Amazon have entered the South African market, intensifying competition. Amazon's recent initiatives include opening a walk-in center in Cape Town to support independent sellers, indicating a strategic move to establish a strong foothold in the region.
New entrants, including international fast-fashion retailer Shein, have also made significant inroads. Shein's pop-up store in Johannesburg attracted large crowds, highlighting the brand's growing popularity among South African consumers. This influx of global competitors reshapes the local social commerce landscape, prompting domestic retailers to innovate and adapt.
Recent Launches, Mergers, and Acquisitions
The competitive landscape has seen notable activities aimed at consolidation and expansion. For instance, Takealot is expanding into townships and rural areas by recruiting personal shoppers, a move designed to counter the growing presence of global rivals. This strategy broadens their customer base and enhances service delivery in underserved regions.
Conversely, some players are scaling back operations. Jumia Technologies announced its exit from the South African market, citing complex macroeconomic factors and high competition as key reasons for this decision. This move underscores e-commerce platforms' challenges in maintaining profitability amidst intense competition.
Outlook
Over the next two to four years, South Africa's social commerce market is expected to continue its strong growth trajectory, driven by increasing smartphone adoption and evolving consumer behavior. Established platforms such as Facebook, Instagram, and WhatsApp will remain dominant, while local e-commerce giants such as Takealot will expand their reach through targeted investments. At the same time, international players such as Amazon and Shein will intensify competition, pushing domestic retailers to adopt innovative digital strategies to differentiate themselves in a rapidly evolving landscape.
However, regulatory developments will be critical in shaping the competitive environment. The recently imposed 15% VAT on low-value imported parcels will impact international sellers, potentially shifting consumer demand towards locally sourced products. Additionally, forthcoming regulations on online harms and digital content moderation could affect how businesses operate on social media platforms. Companies that proactively adapt to these changes - while enhancing their engagement strategies and leveraging social commerce tools - will be best positioned to thrive in South Africa's expanding digital retail sector.
Regulatory Changes
South Africa has introduced regulatory measures affecting social commerce to support local industries. Notably, from September 1, 2024, the government imposed a 15% value-added tax (VAT) on low-value imported parcels, which were previously exempt. This change aims to level the playing field for domestic retailers competing against international e-commerce platforms.
Additionally, a regulatory framework to address online harms and digital content moderation is being developed. The absence of comprehensive regulations in this area has prompted the government to consider measures that balance freedom of expression with the need to protect individuals from online harms, which could impact how social commerce platforms operate.
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