eCommerce is one of the fastest, if not the fastest, growing markets in South Africa, and in the world. From 2018 to 2019 the total revenue in US Dollar of the eCommerce market in South Africa showed a year on year growth rate of 13.6 %, whereas the total GDP, in US Dollar, had a year on year growth rate of only 1.2 %. Internationally speaking, the eCommerce market had a year on year growth rate of 13.3 %, compared to a year on year increase in global GDP of only 3 %.
While this market is growing rapidly, it provides ample opportunity for new players to enter. By acting sooner rather than later a business can engage with their own target audience and create a growing user base before the market becomes oversaturated by competitors. Due to the growing nature of the eCommerce market, both in revenue and in users, it is possible for small businesses to use an eCommerce website to directly reach customers that they would traditionally only be able to reach by engaging the services of a middleman with a wider reach.