Fynd, an AI-native retail technology platform backed by Reliance Retail Ventures Limited, announced its official expansion into South Africa, onboarding Surtee Group - one of the region's most established luxury and fashion retailers - as its first strategic customer in the market. This milestone marks a pivotal moment for African retail, as legacy brands begin embracing digital transformation to meet the demands of a rapidly evolving consumer landscape.
Fynd's entry into Africa reflects its commitment to enabling digital transformation in high-growth retail markets worldwide. The move also comes at a turning point when South Africa's e-commerce sector is projected to exceed R130 billion 7.48 billion in 2025, capturing nearly 10 of total retail sales - a fourfold increase since 2020.
According to Statista, South Africa is expected to have 11.7 million e-commerce users in 2025, with projections reaching 21.5 million by 2029. This growth is being driven by rising internet penetration, mobile-first shopping behaviour, and increasing trust in digital platforms. To meet rising consumer expectations, businesses are investing in AI and unified commerce platforms. Fynd's scalable, AI-native stack is built to support this shift, enabling agility, personalisation, and operational efficiency.
