The Changing Face of South African Retail

Last week, CX Experts and Zendesk had the privilege of hosting Customer Experience (CX) Seminars in Umhlanga, Cape Town and Johannesburg. Thanks to our international and local speakers Dave Hobbs , Matt Harman & Luke Donnelly for making the sessions such a success.

Whilst touring South Africa and walking through the bustling Gateway Theatre of Shopping, V&A Mall and Sandton City, it was easy to mistake these iconic South African landmarks for Dubai, New York, or London. From luxury international brands to independent African boutiques, the atmosphere was world-class. Yet, while our malls reflect global sophistication, the online shopping experience in South Africa tells a different story.

Compared to countries like the UK, Australia, and the US, South Africa’s e-commerce sector has been slower to evolve. Historically, concerns around payment security, logistics, and last-mile delivery have created barriers for local retailers. However, the landscape has been shifting rapidly, thanks to trailblazers like @Takealot and OneDayOnly, as well as the pandemic, which accelerated online shopping habits. Still, online shopping adoption rates remain significantly lower, sitting at roughly just one-third of those seen in other Western nations.

The entrance of global giants such as Temu, Shein, and Amazon is sure to push local players to enhance their online presence. Why wouldn’t they? After all, the online store should be your biggest store. Yet too often, customers browse, explore products, even add items to their cart, only to leave without making a purchase—without the option of support to guide them through the decision-making process.

Imagine if 97% of customers walked into a brick-and-mortar store, looked around, and left without buying anything and without any staff offering help. It would be unacceptable. However, in the online world, up to 80% of customers abandon their carts without buying. If that were happening in physical stores, management would be scrambling to offer faster service, answer questions, and engage customers before they leave. So why should it be any different online?

Businesses spend millions driving traffic to their websites, but surprisingly little is invested in helping customers once they arrive. Our research shows that a bit of agent-assisted support during the online experience can increase purchase likelihood by as much as 400%. Common customer concerns, whether pre-sale queries or post-sale support, can be addressed by AI-powered chatbots. For high-value or luxury goods, a dedicated support shopper can help answer questions, guide selections, and boost confidence in making purchases.

At CX Experts, we specialize in helping retail brands deliver seamless pre-sales and post-sales support. Whether it's increasing cart values, solving delivery concerns, or addressing post-purchase issues, our solutions, powered by Zendesk’s omnichannel platform, ensure that no customer is left behind.

For South African e-commerce to truly compete with international players, it won’t be on price alone. Service is the most powerful differentiator we have to offer. Let CX Experts help you stand out—contact us today for a free assessment and consultation at [email protected].

Let’s make your online store the biggest store you have, and give your customers the support they deserve.