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e-CommerceFAANG

Amazon Expands into Sub-Saharan Africa with Prime-Free Marketplace

Rary Maharani
Last updated: May 13, 2024 1:32 am
Rary Maharani
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  • 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.

Contents
E-commerce giant goes on safariBezos bets big on the rainbow nation

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.

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