Amazon to Revolutionize South African Online Shopping in 2024


In a long-awaited and highly-anticipated move, e-commerce giant Amazon has officially announced its entry into the South African market with the launch of its online marketplace, This development is expected to significantly reshape the landscape of online shopping in South Africa, providing a platform for local sellers, brand owners, and entrepreneurs, both small and large, to reach a broader audience and offer a convenient shopping experience for consumers across the country.

Amazon’s Sub-Saharan Africa General Manager, Robert Koen, expressed enthusiasm about the upcoming launch, stating, “We look forward to launching in South Africa, providing local sellers, brand owners, and entrepreneurs – small and large – the opportunity to grow their business with Amazon and deliver great value and a convenient shopping experience for customers across South Africa.”

Independent sellers in South Africa can start registering their businesses on the platform starting October 17, 2023, at

One of the key highlights of Amazon’s approach in South Africa is its commitment to offer a vast selection of products, competitive prices, and convenience to consumers. The majority of products on will be sourced from independent sellers, most of which are small- or medium-sized businesses. This approach is expected to resonate well with the South African market, where consumers have been increasingly turning to e-commerce for their shopping needs.

While the launch of is cause for celebration among online shoppers and sellers, it has not been a straightforward journey for the tech giant. Rumors of Amazon’s entry into the South African market have persisted for several years, but the company faced various challenges, including a demanding global tech environment and legal issues at its Cape Town office.

Nevertheless, there have been positive signs on the horizon. In July, Amazon initiated a hiring spree for 30 full-time marketplace-related positions, indicating the company’s growing commitment to establishing a strong presence in the region.

Amazon’s cloud computing service, Amazon Web Services, has already been operating in South Africa for several years, with significant investments made in the Cape Town region between 2018 and 2019, totaling R46 billion. The extension of Amazon’s services to the retail sector is a significant step that holds immense potential for both sellers and consumers in South Africa.

The initial launch date for was rumored to be in February 2023. However, due to a global restructuring earlier in the year, this launch was postponed. Now, as the company sets its sights on 2024, it is poised to offer a range of tools, programs, and services aimed at empowering sellers and facilitating business growth. Amazon will provide hundreds of thousands of hours of free educational content, including articles, videos, webinars, and case studies, to support sellers at every stage of their journey.

This comprehensive approach is expected to provide independent sellers throughout South Africa with the opportunity to quickly launch, grow, and scale their businesses while leveraging Amazon’s innovative capabilities.

Despite the excitement surrounding Amazon’s entry into the South African e-commerce market, the company will face robust competition. Local online marketplace has had time to prepare for the launch and has expressed a welcoming attitude towards the new entrant. Amazon will also have to navigate competition requirements and constraints imposed by the Competition Commission through its market inquiry. The Commission’s mandate applies to all new entrants to the South African online marketplace, including Amazon.

In conclusion, the launch of in 2024 is poised to reshape the online shopping landscape in South Africa. With its commitment to empowering local sellers and offering a wide array of products at competitive prices, Amazon is set to make a significant impact on the country’s e-commerce sector, providing consumers with more choices and convenience. As the company gears up for its long-awaited entry, the South African online shopping scene is in for a transformative change.



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