Only 34.2 per cent of South African adults buy goods online regularly, despite 79.1 per cent browsing the internet, highlighting a major growth opportunity for retailers that can address consumer concerns about product quality, payment security and delivery reliability.
The findings come from the Online Retail in South Africa 2026 study by World Wide Worx, conducted in partnership with Mastercard, Peach Payments and Ask Afrika. The research suggests that attracting online audiences is not enough; retailers must also give shoppers confidence to complete purchases and return for future transactions.
According to Brandspur Brand News, the gap between online browsing and buying highlights weaknesses across the shopping journey, from discovering unfamiliar products to paying for orders and waiting for deliveries. Addressing these concerns could help retailers convert existing digital engagement into stronger sales.
Customer reviews and promotions account for 55.3 per cent of the strongest influences on purchasing decisions, compared with just 5.4 per cent for traditional brand advertising, according to the study. The figures point to the importance of recommendations, credible reviews and practical product information in persuading consumers to try unfamiliar brands.
Reece Meyer, co-founder of digital agency and content creator network Ace Labs, said shoppers increasingly sought reassurance from people and sources they trusted before making a purchase. For retailers, this means that online visibility needs to be supported by evidence that products can meet customers’ expectations.
Payment is another potential obstacle. Peach Payments chief executive and co-founder Rahul Jain said recognised payment options, including digital wallets such as Apple Pay, and familiar checkout processes could reduce hesitation at the point of purchase.
Retailers must make transactions straightforward while ensuring customers feel comfortable with the payment methods available. A complicated or unfamiliar checkout experience can undermine the confidence built during product discovery.
Delivery remains an equally important test. The study found that 87.9 per cent of consumers ranked delivery reliability as their leading concern, followed by speed at 85.4 per cent, helpful customer support at 83.8 per cent and clear shipment tracking at 80.3 per cent.
The cost of fulfilment is also putting pressure on retailers. According to the research, 92.4 per cent of local retailers would switch courier partners to obtain lower delivery rates, underscoring the importance of controlling logistics expenses while meeting customer expectations.
Sahil Affriya, founder and chief executive of multi-courier logistics platform Shiprazor, said retailers needed to balance affordable shipping with dependable service and clear communication. High delivery charges can make smaller orders less attractive, while unreliable fulfilment risks discouraging customers from shopping with a retailer again.
The challenge is particularly relevant in a geographically dispersed market, where serving customers outside major urban centres can add to the cost and complexity of deliveries. Flexible fulfilment arrangements and access to multiple courier partners may help businesses manage different order sizes and delivery locations.
World Wide Worx managing director Arthur Goldstuck said retailers had an opportunity to encourage more consumers to transact online by building confidence throughout the customer experience, including interactions beyond digital platforms.
The findings suggest that South African e-commerce growth will depend not only on attracting visitors to retail websites but also on making the entire purchasing process more reliable. Better product information, trusted recommendations, familiar payment options and transparent delivery arrangements could help businesses turn browsing into completed sales and repeat customers.
