South Africa is usually seen as a good entry point for companies to expand into the continent and Amazon could be doing the same, analysts have said.
Its entry comes amid a sharp rise in online shopping in South Africa after the pandemic created an opportunity for e-commerce to finally take hold, with retailers including Naspers-owned e-commerce leader Takealot doubling down on investments in response.
Unlike the fanfare arrival that shoppers expected, Amazon launched in May with limited products on its website and little marketing while it worked to bring independent sellers onto its platform. The company has not given details of its plans.
Amazons head of marketplace for sub-Saharan Africa, Suzelle Abe, hinted at a gradual approach, telling potential sellers at an e-commerce conference in Johannesburg that the retailer would keep building its online store with more categories and sellers.
We want to get to know the customers. We want to get to know a lot of important learnings and through that, we keep on building, Abe said. And yes, were definitely here for the long run.
