This report, commissioned by Amazon and independently prepared by World Wide Worx, surveys 1,400 South African small, medium and micro enterprises (SMMEs) to assess how they are building, selling and growing in the digital economy. Its central significance is that South African SMMEs are no longer digital beginners: 86% now generate online sales, nearly two-thirds of online sellers have traded digitally for at least six years, and internet use across the sample is almost universal. The connectivity and payments barriers that once dominated the conversation have largely fallen away. What has replaced them is a fulfilment and operating-cost challenge. Logistics and delivery are the biggest online-selling obstacle for 62% of active online sellers, followed by returns management at 46%, while recurring subscription and administration fees affect 48% and digital transaction fees affect 41%.

At the same time, only 32% of active online sellers use a major marketplace, suggesting a significant gap between digital readiness and the structured channels that can help businesses scale. The report also finds that female-owned businesses are twice as likely as male-owned businesses to be online-first, yet only 41% of female-owned businesses have access to mentorship compared with 49% overall.

Read the full report to explore what it will take to turn South African SMMEs’ digital readiness into sustainable growth. For policymakers, industry stakeholders and platforms, the findings offer a compelling reason to look beyond getting businesses online—and focus on making online trade more affordable, easier to manage and better supported through practical tools, mentorship and marketplace access.