South Africa’s home appliances market is undergoing rapid expansion, with the market size projected to grow from USD 3.9 billion in 2025 to USD 5.28 billion by 2030, reflecting a healthy CAGR of 6.25%, according to data from Mordor Intelligence.
Digital transformation fuels appliance sales
With internet penetration reaching 80.71% in 2024, digital retail channels are now a key growth engine. Online shopping surged by 30% in 2022, surpassing R50 billion in value. The launch of Amazon.co.za in 2024 is expected to further accelerate this trend, giving consumers easier access to a wide range of home appliances.
Around 13.9% of South Africans had made online purchases by January 2024, highlighting significant untapped potential for e-commerce growth within this category.
Demand rises for smart and sustainable products
As disposable incomes rise—GDP per capita is forecast to hit USD 6,426.8 in 2024—South African consumers are increasingly gravitating towards premium, feature-rich appliances. The market is seeing a shift toward smart, energy-efficient, and eco-conscious models.
Brands like Defy have responded with innovative launches such as solar off-grid powered refrigerators, designed to address the country’s ongoing electricity supply challenges. These products not only meet functional needs but also align with growing environmental awareness.
Consolidation reshaping the market
The competitive landscape is evolving through strategic partnerships and acquisitions. In January 2024, Beko Europe BV acquired Whirlpool’s major appliances business across EMEA, a move expected to reshape market dynamics. Hisense also entered a key distribution deal with Makro in October 2023, aimed at strengthening its presence across South Africa.
Outlook
As South African households continue to modernize, the appetite for smarter, greener, and more connected appliances will only intensify. The combination of digital retail growth, rising disposable incomes, and innovations in sustainability makes this one of the most promising consumer markets in the region.
Disclaimer: The market data, forecasts, and trends cited in this article are based on research and insights from Mordor Intelligence. While every effort has been made to ensure accuracy, the data is intended for informational purposes only and should not be interpreted as financial or investment advice. All rights and proprietary content belong to Mordor Intelligence. For the full report and detailed insights, please refer to www.mordorintelligence.com.