Takealot Data Shows South Africa’s Top E-Commerce Searches

In Short

Takealot released a 15th anniversary dataset that outlines how South Africans shop online. The numbers cover more than 5 million shoppers and hundreds of millions of interactions. They also come with a “Thanksalot” sale tied to the milestone.

What Happened

Takealot marked 15 years in South African e-commerce and published platform metrics from the past year. The company says it saw over 5 million shoppers, more than 1 billion product searches, and 174 million plus kilometres delivered.

The dataset also points to growth in alternative fulfilment options. Takealot said 1.1 million orders were collected from its top five pickup points. It also reported 88 million wishlists and growing, which signals ongoing browsing and price tracking before purchase.

Search data shows demand is led by consumer electronics and household essentials. The top search term was iPhone with more than 15 million searches. “Baby” items ranked second at 8.5 million, followed by laptops at 5 million plus, smart TVs at 5 million, and Samsung phones at 5 million.

Other high-volume searches included hairdryers, airfryer deals, coffee tables, Lego, and fridges. Takealot said this mix suggests shoppers balance essentials and aspirational items, and they compare prices and reviews before buying.

Timing and location also stood out. As a 24-hour marketplace, Takealot found Gauteng leads midnight shopping, followed by the Western Cape and KwaZulu-Natal. Regionally, Gauteng shoppers skew toward wellness and personal care, KwaZulu-Natal toward home comfort and snack foods, and Limpopo toward large appliances and entertainment tech.

Why It Matters

For sellers and brands, the dataset is a read on what drives online demand in South Africa, from premium phones to home appliances. For logistics operators, the pickup point numbers show collection is a meaningful channel alongside door delivery.

For the wider African e-commerce sector, it is another signal that platforms are competing on selection, fulfilment speed, and trust signals like reviews, not just discounts during major sales events.