Amazon, a U.S. e-commerce major, is set to launch its marketplace in South Africa in 2024, after a delay from the end of the year. The platform is now open for registration to independent sellers, particularly small and medium-sized enterprises, who make up more than 60 percent of store sales. This expansion will provide South African businesses the opportunity to reach customers across the country. Amazon's Africa headquarters, the Amazon Development Centre (ADC), will be based in Cape Town's River Club Development, a 4.6 billion rands ($241.2 million) multi-purpose complex. The company initially intended to introduce its prime membership program to South African customers shortly after the marketplace's planned launch in February 2023, but a technology industry downturn led to a delay in the launch.
In June 2022, Amazon unveiled its expansion plans into several countries, including South Africa, as part of its global growth strategy. Codenamed Project Fela, this initiative includes extending the Fulfilment by Amazon service to third-party sellers, aiming to provide local businesses a platform to expand and reach a broader customer base. This development highlights Amazon's dedication to growing its presence in the South African market, bringing increased opportunities for local businesses to thrive on the platform.