South Africa’s home appliances market is undergoing rapid transformation, driven by expanding retail infrastructure, evolving consumer behavior, and smart technology integration. The market, valued at USD 3.9 billion in 2025, is projected to reach USD 5.28 billion by 2030, growing at a CAGR of 6.25%.
Retail growth and digital diversification reshaping access
Retail development across South Africa—including new malls, department stores, and specialty outlets—has broadened access to appliances for consumers across income groups. Multi-brand stores now offer a wide variety of products, with companies like Hisense deepening their reach through partnerships such as their 2023 retail collaboration with Makro.
The digital shift is equally impactful. With Amazon.co.za launching in 2024, online sales channels are poised for explosive growth. Internet penetration is set to jump from 76.45% in 2023 to 89.28% by 2026, creating fertile ground for multi-channel retail strategies.
Middle class drives demand for modern, multifunctional appliances
South Africa’s expanding middle class is playing a pivotal role in reshaping household appliance demand. Consumers now seek premium appliances that combine functionality with style, especially in kitchens designed for convenience and aesthetics.
There’s also growing interest in energy-efficient, space-saving, and multi-feature appliances—reflecting the shift toward smaller, tech-enabled households. For example, compact dishwashers, modular cooktops, and smart microwaves are gaining popularity among urban families and single-parent homes.
Smart homes are no longer a luxury
Technological innovation is at the core of this market evolution. South Africans are embracing smart appliances with features like Wi-Fi control, voice assistance, and remote monitoring. Hisense’s H750FSB-IDS smart fridge, launched in 2022, includes over 150 recipes and a phone-synced shopping list, showing the market’s appetite for intelligent design.
Defy’s solar-powered off-grid fridge, launched in 2024, represents the industry’s response to frequent load shedding and rising electricity costs—meeting both functional needs and sustainability goals.
What’s next?
With consumer preferences rapidly evolving and tech capabilities expanding, South Africa’s home appliances market is expected to maintain strong growth. Energy efficiency, smart functionality, and aesthetic appeal will be key drivers, while the rise of digital retail platforms will continue to disrupt traditional sales models.
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.