Fynd, the AI-native retail technology platform backed by Reliance Retail Ventures Limited, has officially expanded into South Africa, marking a significant milestone in its global growth journey and a pivotal moment for African retail. The company announced Surtee Group, one of South Africa’s most established luxury and fashion retailers, as its first strategic customer in the market—signalling growing confidence among legacy brands in unified, intelligent commerce infrastructure.
Fynd’s entry comes at a time when South Africa’s retail sector is undergoing a profound transformation. The country’s e-commerce market is projected to exceed R130 billion ($7.48 billion) in 2025, accounting for nearly 10% of total retail sales, up from just a fraction five years ago. According to Statista, South Africa is expected to have 11.7 million e-commerce users in 2025, with that figure forecast to reach 21.5 million by 2029, driven by mobile-first shopping behaviour, improved connectivity, and rising consumer trust in digital platforms.
For Fynd, South Africa represents a high-potential market where digitally ambitious retailers are seeking platforms that go beyond basic e-commerce. The company’s unified commerce stack is designed to help retailers connect siloed systems, unify online and offline operations, and deliver personalised, omnichannel experiences at scale—all while maintaining operational simplicity.
“South Africa’s retail landscape is evolving fast,” said Ronak Modi, Chief Business Officer – Global at Fynd. “Consumers expect seamless, personalised experiences across every channel, and retailers need agile, intelligent infrastructure to keep up. Our platform is built to unify disconnected systems, accelerate fulfilment, and elevate customer engagement without adding complexity.”
Surtee Group’s adoption of Fynd’s technology validates the platform’s flexibility and enterprise readiness, particularly for fashion and luxury retail. The group operates 94 boutiques and two e-commerce platforms, spanning multi-brand and mono-brand stores for globally renowned labels including Giorgio Armani, Michael Kors, Lacoste, Hugo Boss, Versace, Burberry, Jimmy Choo, Coach, and more.
As part of the partnership, Fynd will deploy its Storefronts, Order Management System (OMS), Warehouse Management System (WMS), and Clienteling tools across Surtee Group’s operations. This unified stack will enable real-time inventory visibility, brand-specific e-commerce storefronts, ship-from-store capabilities, and enhanced in-store client engagement—connecting physical retail and digital channels into a single, intelligent system.
While online retail continues to grow, offline stores still account for the majority of retail revenue in South Africa. Fynd’s approach is built around this reality. By unifying offline inventory online and enabling flexible fulfilment models, the platform helps retailers improve margins, increase sell-through rates, and maximise the value of existing store networks. Clienteling capabilities further empower store associates to deliver personalised recommendations and build deeper customer relationships.
“We were looking for a partner who understood both the technical and strategic dimensions of unified commerce,” a Surtee Group spokesperson said. “Fynd stood out for its proven scalability, consultative approach, and deep experience with global fashion brands. Their platform allows us to modernise operations while building a connected, brand-first customer experience.”
Fynd’s expansion into South Africa builds on its success across India, the GCC, and Southeast Asia, where it serves over 20,000 stores and 300+ enterprise retailers. With Africa now added to its global footprint, Fynd is positioning itself as a key driver of AI-powered, unified commerce adoption across emerging retail markets.
