Amazon Survey Finds 86% of SA SMMEs Sell Online
Amazon's Digital Adoption Survey 2026, conducted by World Wide Worx, examines how South African entrepreneurs are building, selling and growing digitally.
Updated on Nov. 11, 2026 in Shopping — General
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Amazon has released the Amazon Digital Adoption Survey 2026, which examines South African small businesses. The survey, conducted independently by World Wide Worx, found that 86% of South African SMMEs generate online sales.
Why it matters
Amazon commissioned the research on the belief that small business success drives national success. The findings give a picture of how digital selling and access to mentorship are spread across South Africa's small and medium enterprises.
The Amazon Digital Adoption Survey 2026 reports that 86% of South African SMMEs generate online sales and 49% have access to mentorship, against 41% for female-owned SMMEs. The source does not give the survey sample size or any prior-year comparison.
The players
Amazon
Amazon is a global e-commerce and technology company that commissioned the Amazon Digital Adoption Survey 2026.
World Wide Worx
World Wide Worx is a South African market research firm that conducted the survey independently for Amazon.
The details
World Wide Worx conducted the survey independently for Amazon, examining how South African entrepreneurs are building, selling and growing digitally. The research highlights a gap in mentorship access between all SMMEs and female-owned SMMEs.
Timeline
11 November 2026: Article published on the Amazon Digital Adoption Survey 2026.
Market Landscape
The Amazon Digital Adoption Survey 2026 extends Amazon's recurring survey series on digital adoption among South African small businesses. Its figures on online sales and mentorship access add a current data point to that series.
For South African small business owners, the survey shows that most SMMEs already generate online sales, so digital selling is now a common route to customers. The gap in mentorship access, particularly for female-owned businesses, may affect which owners can build and grow online channels.
The takeaway
Owners who do not yet sell online are in the minority of South African SMMEs, so digital channels are becoming a standard part of running a small business. Seeking mentorship may help close the gap in digital skills and growth support.
Further reading
Explore more on Shopping — General to see how online selling is reshaping everyday retail in South Africa.
Source note: This article includes information reported by 22onsloane.
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