Expanding into new markets presents both challenges and opportunities for global businesses. South Africa, with its dynamic economy and rapidly evolving digital landscape, stands out as a promising destination.
1. High internet penetration and reliable connectivity
Data Insight: South Africa has one of the highest internet penetration rates in Africa, with approximately 72% of the population online, translating to over 43 million internet users as of 2024 (1). Major urban centres like Cape Town, Johannesburg, and Durban are at the forefront of digital connectivity, supported by robust broadband infrastructure and expanding fibre optic networks.
Opportunity: This widespread and reliable internet access creates an ideal environment for businesses offering digital goods and services. With mobile internet accounting for over 90% of usage (2), there is a significant opportunity for merchants to cater to a mobile-first audience.
2. A digitally engaged population
Data Insight: South Africa’s youthful demographic is a driving force behind its digital engagement. 44% of the population is under the age of 25 (3), with strong inclinations towards digital platforms, including social media, streaming services, gaming, and online education.
Opportunity: This tech-savvy generation is not only comfortable with digital interactions but actively seeks out new and innovative digital experiences. Businesses can capitalise on this by offering digital products such as e-books, streaming subscriptions, and online courses tailored to young consumers.
3. A mature e-commerce ecosystem
Data Insight: In 2023, Africa added more new e-commerce shoppers to the world than any other region. In South Africa alone, the value of e-commerce transactions is expected to surge to $12 billion in 2025, catalysed by changing consumer behaviour, widespread internet penetration, and market entry of global brands such as Amazon. Digital goods are a significant part of this growth, with online learning, digital gaming, and subscription-based content seeing steady popularity.
Opportunity: This mature ecosystem provides a solid foundation for digital merchants, reducing entry risks and offering a conducive environment for growth. Digital goods, in particular, avoid logistical hurdles like shipping and import costs, making them an attractive category.
4. Advanced digital payments infrastructure
Data Insight: South Africa has a well-established digital payments infrastructure, with a variety of options, including credit and debit cards, mobile wallets, and bank transfers. Account to Account payment methods such as Capitec Pay are driving rapid digital inclusion of card-averse customers, increasing the total addressable market for digital commerce.
Opportunity: This advanced payment landscape lowers barriers for international merchants, enabling seamless transactions in South African Rands while ensuring compliance with local regulations. Payment providers like Precium offer solutions tailored to merchants entering the market.
5. Thriving digital entertainment market
Data Insight: Digital entertainment is a growing sector, with nearly 40% of South Africans engaging in some form of online gaming (4). Streaming services, digital music, and video-on-demand platforms are also experiencing increased adoption.
Opportunity: Businesses in the digital entertainment and gaming space can tap into this well-established audience. Monetisation models such as subscriptions, in-game purchases, and premium content have strong potential in the market.
6. Demand for localised and affordable digital education
Data Insight: The demand for online education is surging, with the e-learning market expected to reach R2 billion ($105 million USD) by 2025 (5). Online tutoring, educational software, and skills-based learning platforms are becoming increasingly popular.
Opportunity: Businesses that localise digital learning content to meet the needs of South African learners will find strong demand. Affordable and skills-focused education tools are particularly well-received, especially those aimed at job readiness and professional development.
7. Tech-savvy middle class with rising disposable income
Data Insight: South Africa’s middle class comprises approximately 18 million people, with increasing spending power on digital goods and services (6).
Opportunity: This segment is actively investing in digital subscriptions, software, and online services. Businesses offering convenience and digital innovation are likely to find a receptive audience.
8. Government support for digital economy growth
Data Insight: The South African government is prioritising digital transformation, e-commerce, and online payment modernisation through regulatory reforms and broadband investments (7).
Opportunity: A more structured regulatory framework creates a secure operating environment for digital merchants. Compliance, data privacy, and consumer protection standards are improving, making it easier for international businesses to establish themselves in South Africa.
9. Opportunities in digital payments and financial services
Data Insight: South Africa has a diverse digital payments ecosystem with over 200 active fintech companies (8). Consumers are increasingly comfortable using various digital payment methods, including DebiCheck and mobile payments.
Opportunity: For online merchants, this familiarity with digital transactions means an easier conversion process for digital goods. Payment providers like Precium help facilitate secure and compliant transactions, improving conversion rates and reducing payment friction.
10. Presence of reliable partners for market entry
Data Insight: South Africa has an established ecosystem of service providers assisting international businesses, including logistics, compliance, and digital payments (9).
Opportunity: Merchants don’t have to enter the market alone. By partnering with experienced providers, they can mitigate risks and navigate the specific needs of South African digital consumers more effectively.
If you're a global merchant or payment platform looking to compliantly expand into and process local payments in South Africa, connect with us to explore how we can support your African expansion ambitions.
Data Sources
- Statista, 2024 – Internet penetration in South Africa
- ICASA, 2024 – Mobile internet usage statistics
- World Bank, 2023 – Demographics report on South Africa
- Newzoo, 2024 – Gaming trends in South Africa
- Research and Markets, 2024 – South African e-learning industry report
- Business Tech, 2024 – South Africa’s middle-class spending trends
- South African Government Gazette, 2024 – Digital economy policy updates
- Fintech Africa, 2024 – South Africa’s fintech ecosystem growth
- Trade & Investment South Africa, 2024 – Market entry support for businesses