- Amazon expands into sub-Saharan Africa with Prime-free marketplace launch in South Africa.
- Targeting $3 billion annual e-commerce revenue without Prime membership benefits initially.
- Tech giant aims to establish foothold in Africa’s burgeoning digital commerce market.
E-commerce giant goes on safari
After years of anticipation, Amazon has finally launched its first-ever marketplace in sub-Saharan Africa, debuting in South Africa without its renowned Prime membership program.
This strategic move positions the e-commerce titan to compete with local players like Takealot, Makro, and Bidorbuy, tapping into an estimated $3 billion annual e-commerce revenue.
Bezos bets big on the rainbow nation
Initially, Amazon plans to offer international brands and local products spanning 20 categories, providing same-day and next-day delivery options, as well as 3,000 pickup points.
To entice customers, the company is offering free delivery on first orders and subsequent purchases exceeding R500 (~$27), compensating for the absence of Prime perks like free shipping.
Despite the lack of Prime, Amazon’s entry signals the immense potential of Africa’s burgeoning e-commerce landscape.
As the continent embraces digital commerce, the tech giant aims to establish a foothold and reshape consumer habits, paving the way for future growth across the region.
