Carol Morena did not start her business with a shopping mall or a chain of stores. She started with a problem.
After struggling to find comfortable, leak-proof underwear for women with heavy menstrual flows, she launched Carol.M Lingerie, selling period underwear directly to customers through her online store.
Today, women across South Africa can order her products without ever visiting a store physically, proving that small businesses no longer need expensive retail space to build a national customer base.
Her business reflects a much bigger shift taking place in South Africa.
Online shopping has become one of the country’s fastest-growing retail channels. According to the Online Retail in South Africa 2025 report by World Wide Worx, online retail sales are expected to exceed R130 billion this year and account for almost 10% of total retail sales, creating new opportunities for entrepreneurs to reach customers far beyond their local communities.
Meet customers where they already shop
More South Africans are buying products online using websites, mobile apps and social media platforms. For small businesses, this means customers can be reached through WhatsApp Business, Facebook, Instagram, TikTok, Shopify, Takealot and other digital marketplaces without the high costs of opening additional stores.
Standard Bank says businesses that embrace digital payments and online selling are better positioned to grow because customers increasingly expect fast, convenient and cashless shopping experiences. The bank also encourages entrepreneurs to use sales data to better understand customer behaviour and improve marketing.
Quick tips
* Create a WhatsApp Business profile.
* Sell through social media and online marketplaces.
* Offer secure digital payment options.
* Use customer data to improve your products and marketing.
Build trust before chasing sales
Getting customers to visit an online store is only the first step. Convincing them to buy is the real challenge.
Many online businesses lose potential customers because of poor product descriptions, complicated checkouts, slow websites or a lack of trust. High-quality product photos, customer reviews, fast responses and reliable delivery can significantly improve sales.
Businesses should also make sure their websites work well on mobile phones, as many South Africans shop using smartphones.
Quick tips
* Use clear product photos and descriptions.
* Make your online store mobile-friendly.
* Offer simple checkout options.
* Respond quickly to customer enquiries.
* Work with reliable delivery partners.
Use platforms that promote local businesses
Access to markets remains one of the biggest challenges facing small businesses.
Proudly South African, a non-profit organisation that promotes locally manufactured goods and services, launched Shop Proudly SA to help address that challenge. Supported by the Department of Trade, Industry and Competition (DTIC), the platform gives consumers a single online destination where they can buy verified South African products while giving SMEs greater visibility.
Proudly South African CEO Eustace Mashimbye said many local manufacturers struggle to compete against imported and counterfeit products despite the rapid growth of online shopping.
“Our thinking is to ensure consumers have one central hub where they know they can buy locally made products,” he said.
Businesses listed on Shop Proudly SA must first become Proudly South African members and undergo a vetting process to verify local manufacturing, product quality, labour compliance and environmentally responsible business practices.
The platform currently features businesses across dozens of product categories, from food and clothing to beauty products and homeware.
Trade, Industry and Competition Minister Parks Tau believes buying locally could have a significant economic impact. Research commissioned by Proudly South African shows that if every household redirected just 10% of its annual spending towards locally made goods, it could help create up to 120,000 jobs.
Quick tips
* Register your business formally.
* Join platforms that support local products.
* Ensure your products meet recognised quality standards.
* Promote your South African-made products as a competitive advantage.
Business experts say successful online entrepreneurs never stop improving.
Whether it is analysing customer behaviour, testing new marketing ideas or exploring new sales channels, businesses that continuously adapt are more likely to grow.
For entrepreneurs like Carol Morena, e-commerce has become more than another sales channel. It has created an opportunity to solve real problems, reach customers nationwide and build a business without being limited by geography.
