2024 proved SA can handle the peaks: What will 2025 bring for SA’s e-commerce and parcel delivery sector?

PayU South Africa’s data further reveals the evolving trends in consumer behaviour. Electronics led the charge, accounting for 40% of all spend, followed by travel and tourism (30%) and fashion (14%). The beauty sector also shone, with a 125% spike in e-commerce sales compared to an average Friday, showcasing Black Friday’s growing influence across industries.

Retailers Reflect on Seamless Fulfilment

Retailers have praised South Africa’s ability to scale operations and maintain high standards during one of the most demanding periods of the year.

CottonOn, the global retailer with a strong South African presence, noted how critical logistics is during this peak season. Phil Marais, head of supply chain, said, “The partnership we have built with DPD over the last five years has been a really important and strategic one. We delivered our millionth parcel with DPD and it's due to our ongoing relationship and trust of our customer to place more orders with us."

He added, “It's been a really good relationship and one of the proudest partnerships we've built. Challenging each other to continue to develop for our customers."

Jessica Styles, head of operations from My Runway, one of South Africa’s largest online fashion retailers, said, “We've been partnered with DPD for 11 years. Our customers in e-commerce want their orders as they place them. So it's about having a service provider that provides really quick, on time deliveries."

DPD Delivers Record Volumes

Logistics companies played a pivotal role in enabling the retail sector’s success during Black November. DPD delivered over 300,000 parcels across four days, achieving a remarkable on-time delivery rate even as volumes surged. On Black Friday itself, thousands of DPD’s owner-driver partners were on the road, supported by teams from across the business, including those stepping in from other departments to ensure operations ran smoothly.

Devon Cairns, National Sales Manager at DPD, said, “This year’s success is a testament to the incredible teamwork and culture of collaboration in South Africa’s logistics industry. Whether it was drivers, warehouse staff, or colleagues stepping into different roles, everyone worked together to ensure that parcels were delivered on time. It’s a proud moment for us and a reflection of what South Africa is capable of achieving.”

Scalability Without Added Costs

“What sets DPD apart is the ability to handle peak periods like Black November without adding cost burdens for retailers. We demonstrated the capability to flex capacity to meet demand without introducing peak-season surcharges. This has been a game-changer for businesses, enabling them to maintain profitability while still delivering a great customer experience,” he added.

Styles highlighted this unique advantage, saying, “The main thing is the reliable up to date tracking and the API integration. Any integrations that we do take very little time."

A Collaborative Success Story

The success of Black November in South Africa reflects a collective effort across the entire e-commerce ecosystem. Months of planning between retailers and logistics providers, paired with cutting-edge technology and a culture of teamwork, ensured that this year’s event ran smoothly.

Cairns added, “The logistics sector’s ability to adapt and grow with demand is what makes events like Black Friday such a success in South Africa; good for the economy, empowering businesses, and delivering a customer experience that builds trust and loyalty.”

Setting the Standard for the Future

As South Africa reflects on the achievements of Black November 2024, it is clear that the collaboration between e-commerce, retail, and logistics sectors has set a benchmark for the future. With consumer spending showing consistent growth, the ability to scale operations, innovate, and deliver remains essential to maintaining this momentum.

The success of this year’s Black Friday and Black November is a story of people and partnerships. South Africa’s capability in e-commerce, retail, and delivery continues to evolve, solidifying our position as a leader on the African retail landscape. DM