South Africa's social commerce sector is rapidly expanding, with an estimated revenue of ZAR 45.3 billion in 2026. The penetration rate shows that over a third of internet users are now engaging in social shopping, driven by increased mobile usage and digital literacy. The average return rate of 12.4% reflects evolving consumer confidence and seller policies, indicating a maturing market with potential for growth and improved customer service.
The dominance of WhatsApp Business highlights the importance of messaging apps in South Africa's social commerce landscape. With over 15 million active shoppers, the sector is becoming a vital component of retail and small business growth. As digital infrastructure improves, and more brands adopt social selling strategies, South Africa's social commerce market is set for sustained expansion in the coming years.