In a bold move to strengthen the local digital economy, the South African government — through Proudly SA and the Department of Trade, Industry and Competition (DTIC) — is set to launch two new eCommerce platforms on July 1, 2025. These platforms, Shop Proudly SA (for consumers) and the Market Access Platform (MAP) (for businesses), aim to promote locally made products, support small and medium enterprises (SMEs), and stimulate job creation across the country.
This initiative comes at a time when there is growing public support for homegrown brands and a renewed focus on economic self-reliance. The platforms will feature over 1,700 locally manufactured products, making it easier for both everyday consumers and corporate procurement officers to discover and purchase South African goods.
Shop Proudly SA will serve as a consumer-facing marketplace, while MAP is designed to connect local producers with larger buyers, including retailers, wholesalers, and government departments. The goal is to reclaim market share from cheaper imports, strengthen domestic manufacturing, and help small businesses scale by giving them access to broader markets — a uniquely South African take on the global eCommerce model.
Although dominant players like Takealot and the newly launched Amazon South Africa currently lead the market — with Takealot used by 66% of online shoppers in 2024 — the government’s platforms are carving out a niche focused exclusively on local content. South Africa’s eCommerce market reached $35 billion in 2024 and is projected to more than double to $75 billion by 2033, driven by increasing mobile usage and consumer trust in online shopping. Notably, 60% of online purchases are made via mobile phones, underscoring the importance of mobile-first design for any new entrant.
Despite the stiff competition, the new platforms may find fertile ground. Post-pandemic consumer behavior shows a strong preference for local brands — 74% of South Africans say they prefer local clothing labels, for example. This sentiment, combined with rising concerns about foreign competition from platforms like Temu, could give Shop Proudly SA and MAP a strategic advantage.
However, success will depend on several factors: platform visibility, user trust, logistics efficiency, and marketing reach. If the platforms can deliver a seamless user experience and competitive delivery times, they could become a vital part of South Africa’s digital retail landscape. On the other hand, if they fall short in product variety or service quality, consumers may continue to favor established players like Takealot and Amazon.
Interestingly, MAP could also complement Amazon’s B2B ambitions in South Africa, especially as corporates increasingly seek local suppliers to meet procurement and ESG goals. In essence, the launch of Shop Proudly SA and MAP signals a strategic shift in South Africa’s digital economy — one that places local empowerment, economic inclusion, and digital transformation at the forefront of national development.
