South Africans are online, but millions still do not shop online. While 79.1% of adults regularly browse the web, only 34.2% of them buy goods online, according to the new Online Retail in South Africa 2026 study.
“Bridging the gap between browsing and buying depends on merchants building consumer confidence throughout the shopping journey, from discovery and checkout to the final delivery. Getting that right is the single biggest opportunity left in South African retail,” says Arthur Goldstuck, MD of World Wide Worx, which produced the study in partnership with Mastercard, Peach Payments and Ask Africa.
Creator-led validation
“Winning over the missing 65,8% of online South Africans starts at discovery,” says Reece Meyer, co-founder of digital agency and content creator network Ace Labs.
When people encounter a product they don’t know yet, they look for real proof from people they trust before spending their money. The 2026 findings reveal that customer reviews and promotions account for 55.3% of the strongest purchase influences, while traditional brand ads sway just 5.4% of shoppers.
“Shoppers are moving away from traditional ad paths. Discovery has become much more trust-led. Consumers look for validation from reviews, recommendations and people they identify with before they commit to an unfamiliar product or brand,” Meyer comments.
Familiar checkout experience
Once someone decides to buy, an unfamiliar checkout experience can make them think twice and abandon their cart, at one of the most crucial stages of the sales funnel.
“Merchants can remove that last-minute hesitation if they offer a range of payment options. When consumers have recognised payment choices, including digital wallets like ApplePay, and a checkout experience they understand, it removes one more reason to abandon the purchase,” says Rahul Jain, CEO and co-founder at Peach Payments.
Consumers recognise these payment options straight away, which gives them the peace of mind to finish the purchase, Jain explains.
Delivery
Logistics is the last stage of the funnel, and makes or breaks the customer experience. High delivery fees and steep minimum-order limits make smaller purchases impractical, especially for shoppers who live outside major urban hubs.
“Unlocking ecommerce growth outside major metros means making delivery more affordable, reliable and predictable,” says Sahil Affriya, founder and CEO of multi-courier logistics platform Shiprazor.
The study shows that 92.4% of local retailers would switch courier partners to secure lower delivery rates. Consumers, meanwhile, care most about delivery reliability (87.9%), speed (85.4%), helpful customer support (83.8%), and clear shipment tracking (80.3%).
“For many consumers, delivery is where trust is ultimately won or lost. High shipping costs can make smaller orders unviable, but price isn’t the only factor. Merchants need to give customers reliable delivery, clear tracking,and confidence that their order will arrive as promised. When they get that right, delivery becomes a reason to buy again, rather than a barrier to the first purchase,” Affriya comments.
“Merchants who build trust in both the digital and physical worlds can help turn connectivity into participation,” says Goldstuck, “and give more consumers the confidence to transact.”