South Africa Consumer Electronics Market Size and Forecast by Device Type, Connectivity, Price Range, Distribution Channel, End User, and Age Group: 2019-2033

South Africa Consumer Electronics Market Growth and Performance

• The South Africa consumer electronics market size achieved US$ XX.64 million in revenue by 2024, driven by an anticipated Compound Annual Growth Rate (CAGR) of XX.78%.
• Industry analysts predict that in South Africa, the primary segment by device type, is set to be XX, boasting a market value of US$ XX.40 million by 2033.

South Africa Consumer Electronics Market Outlook

The South Africa consumer electronics market is evolving steadily, driven by rising digital connectivity, growing online retail infrastructure, and a maturing consumer base that values both innovation and affordability. The South Africa consumer electronics ecosystem is shifting toward smarter, connected devices while balancing the unique demand for price accessibility in a value-sensitive economy. As mobile connectivity improves and government initiatives promote energy efficiency, the South Africa consumer electronics sector is poised to witness accelerated transformation, led by a new generation of tech-savvy consumers. Consumers in South Africa prefer practical, high-functioning devices that offer good value for money. At the forefront are smartphones and smart TVs, which are becoming central to everyday living. South Africans increasingly rely on smartphones for work, education, and entertainment, with Android-based models from Samsung, Huawei, and Tecno dominating due to their affordability and robust feature sets.

Similarly, smart TVs are seeing a rapid uptake, driven by demand for immersive home entertainment. As streaming services like Netflix, Showmax, and YouTube gain popularity, consumers seek larger screens, HD/4K resolution, and built-in app compatibility at mid-tier price points. Brands like Hisense and LG have gained market share by offering competitively priced smart TVs tailored to the South African market. The shift is especially pronounced in urban and peri-urban regions, where high-speed internet and fiber-to-home (FTTH) infrastructure support streaming behavior. In terms of eCommerce, the average order value (AOV) in the South African consumer electronics eCommerce market stood at US$95 in 2024, underscoring a price-conscious approach to electronics purchases. The average revenue per user, projected to surpas US$125 by the end of 2025, further supports the notion of moderate but rising expenditure, particularly among younger and digitally native demographics. Consumers continue to prioritize essential features over luxury upgrades, focusing on long-term usability and energy efficiency.

Digital Access, Smart Living, and Online Channels

Several powerful forces are shaping the South Africa consumer electronics market, with eCommerce and smart living emerging as leading catalysts. According DataCube’s forecasts, online sales are expected to contribute over XX% of the total revenue by 2025, highlighting a steady consumer shift toward digital retail platforms. Players like Takealot, Makro, and Incredible Connection are expanding their digital storefronts with integrated payment solutions, same-day delivery, and mobile app engagement, capturing market share among digitally savvy users.

Moreover, the rising adoption of energy-efficient smart home appliances is boosting growth of the market in South Africa. With increasing awareness of environmental sustainability and rising electricity costs, South Africans are gravitating toward appliances that are both cost-effective and eco-friendly. Products like inverter air conditioners, energy-saving refrigerators, and smart washing machines are becoming more popular. Government-backed energy labelling programs and rebate schemes are further incentivizing this transition, especially among middle-income households. Mobile connectivity is also a cornerstone of the market’s expansion. As telcos like MTN and Vodacom continue rolling out 4G and 5G networks across urban and semi-urban zones, access to smart devices and online platforms becomes easier, encouraging greater engagement with connected consumer electronics.

Enabling Inclusive Digital Transformation

The South African government plays a vital role in nurturing the growth of the consumer electronics sector through two core policies: digital inclusion and energy efficiency. Initiatives such as the National Digital and Future Skills Strategy and the expansion of broadband access in under-connected regions are laying the foundation for broader adoption of electronics and internet-enabled devices. Simultaneously, the National Energy Efficiency Strategy promotes the use of energy-rated appliances by offering import incentives and creating awareness among consumers and manufacturers.

From an industry perspective, 2024 saw Incredible Connection, South Africa’s largest electronics and IT retailer, strengthening its omnichannel retail model by launching virtual product experiences and AI-powered online support systems. The company also expanded its private-label product line to cater to cost-sensitive consumers while maintaining quality and after-sales support. Hisense South Africa, on the other hand, introduced a new line of smart TVs and home appliances optimized for local usage patterns, including solar-powered options aimed at areas with inconsistent electricity supply.

Author: Ashish Verma (Head – Consumer Electronics)

*Research Methodology: This report is based on DataCube’s proprietary 3-stage forecasting model, combining primary research, secondary data triangulation, and expert validation. [Learn more]

South Africa Consumer Electronics Market Scope