After two years of planning, Amazon has officially entered the sub-Saharan African market with the launch of its marketplace in South Africa.Â
This move sets the global e-commerce giant against local competitors such as Takealot, Makro, and bidorbuy in a market estimated to generate $3 billion in annual e-commerce revenue.
Unlike its strategy in other regions, Amazon’s South African marketplace will not initially offer its Prime membership programme, meaning no access to media services or Prime-exclusive perks like free shipping.
However, the platform plans to sell both international and local products across 20 categories, promising same-day and next-day delivery options, along with 3,000 pickup points.
The launch reflects Amazon’s commitment to Africa, following its 2020 announcement of the first AWS region for the continent.
Despite the delay in the launch, originally planned for April 2023, Amazon sees significant growth potential in Africa’s digital commerce landscape, despite the challenges of navigating the market and establishing operations.
