The e-commerce scene in South Africa is crowded, competitive, and strangely exciting, much like Sandton City on Black Friday. Superbalist made scrolling for sneakers a national pastime, Takealot is the well-known giant, and Makro has transitioned from trolleys to taps with its app. These kinds of platforms have demonstrated the power of online shopping, but there is a catch: not all brands should be forced to rent space in another person’s virtual mall.
The Podcast That Got Me Thinking
A few days ago, I tuned into George Avakian’s latest episode, where Luke Jedeikin, the Superbalist co-founder and Bash co-founder, walked us through the journey of turning a youthful fashion startup into a billion-rand juggernaut. One repeated insight stood out: if you can, control your platform. Superbalist never allowed itself to become just another item on a partner marketplace. Instead, they crafted an app that operates like its own orbit, complete with a design language, loyalty rituals, and storefront logic that pulls shoppers inside as keenly as a bestseller. That’s where the spark fires.
Why an App is Like Your Own Braai
Here’s the thing, and I am not making this a joke: having your own e-commerce app is like hosting your own braai. At your place, you pick the music, choose the sides, and keep all the leftover meat. If you go to your neighbour’s braai (the third-party platform), you still get fed, but you’re stuck with their playlist and their rules, and you’re probably paying for wood you didn’t even use.
When a brand owns the app, it controls the design, the customer journey, and the data. No commission cuts eating into profits, no competing with knockoffs sitting right next to you, and no one dictating when you can run a sale. It’s pure brand immersion, and it creates loyalty because customers feel like they’re part of something that belongs to them too.
What This Means for South African Brands
In our dynamically evolving market, customers combine traditional spaza shopping with digital shopping experiences; thus, your own e-commerce app delivers a strategic advantage. Establishing an online presence requires developing an interaction that makes customers experience your store entrance rather than browsing through other retailers platforms.
Closing Thought
South African consumers are all set and ready to go! We’re already using our phones to pay, ordering groceries online, and debating delivery times as if it’s a national pastime. The brands that will really shine in the coming years are those brave enough to step out of the role of mere tenants in the digital marketplace and take charge as landlords of their own space.
Born and raised in the charming town of Empangeni, KwaZulu Natal, Sabelo Khanyile has carved out a unique niche in the creative world. Now based in Cape Town, Sabelo is a multifaceted artist known for his dynamic work as a DJ and photographer. His creative journey has led him to collaborate with notable figures such as Micael Matthews and showcase his work at prestigious events like SA Men's Fashion Week. His striking photography has also graced the pages of Vogue Italia, marking him as a significant force in the global art scene. In addition to his work as a DJ and photographer, Sabelo serves as the Creative Director of Adult Content Dreams, an innovative online platform dedicated to celebrating art, fashion, and music. Despite the provocative name, the platform is far from a site for adult content. Instead, it offers a vibrant space for the youth in South Africa to explore and engage with contemporary art and fashion, providing a creative outlet that fosters expression and connection through various artistic mediums. Sabelo’s diverse talents and creative vision continue to influence and inspire, making him a prominent figure in South Africa’s evolving cultural landscape.
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