Amazon launched its online shopping service in South Africa on Tuesday, challenging a number of online retailers dominated by Naspers’ Takealot.com.
In June 2022, Amazon announced it would expand to five
African, European, and South American countries: Belgium, Chile, Colombia,
Nigeria, and South Africa. Two months later, Amazon registered the domain names
”Amazon.com.ng” and “Amazon.co.za” for its African project, codenamed “Project
Fela.”
Meanwhile, the eCommerce player, which had planned to launch
the marketplace in February 2023, later delayed it until the end of 2023.
However, in October 2023, it announced that its launch would
be postponed until 2024 and that independent sellers in South Africa, including
small and medium-sized businesses, could register on the Amazon seller
platform.
At the time, Amazon was said to be hiring for the launch of
its marketplace in South Africa, including advertising and managerial
positions. Upon launch, Amazon promised “hassle-free returns within 30 days via
convenient options, including home pickup and self-drop.”
With the launch, status updates on WhatsApp will be
available for tracking orders, and customer service will be available via
phone, email, and live chat.
Per Robert Koen, Managing Director of sub-Saharan Africa,
Amazon, “From today, customers can count on Amazon.co.za for a stress-free
shopping experience, fast and reliable delivery, access to 3,000 pickup points,
24/7 customer support, and easy returns.”
Koen confirmed that the launch will coincide with thousands
of independent sellers in South Africa, after opening registration for them in
October 2023. International brands like Apple and Sony debuted on Amazon.co.za
with local brands like Masodi, Tiger Lily, Amanda-Jayne, and King Kong Leather.
Products include small kitchen appliances, home appliances, sporting goods, and
consumer electronics.
Amazon has also partnered with a local brand, goGOGOgo, to
package eligible products in handcrafted gift bags for customers. Jane
Simmonds, Founder of goGOGOgo, acknowledged that it is an opportunity to
broaden its reach and make a significant impact.
Stella Ndabeni-Abrahams, South Africa’s Minister of Small
Business Development, emphasised the launch’s opportunities, stating that it “will
create jobs and contribute to the government’s objective of repairing the
legacy of poverty and inequality.”