According to foreign media reports, Amazon is launching a large-scale recruitment campaign in South Africa, and plans to recruit 31 full-time positions such as marketing manager, marketing director, supplier management and project manager. This shows that Amazon is actively promoting the plan called “Project Fela”, which indicates that Amazon South Africa Station will be launched soon.
As early as January 2022, MyBroadband reported that Amazon was buying warehouses in South Africa to prepare for the establishment of the South African site. In June, news about Amazon’s plan to do business in South Africa gradually surfaced. The African plan named “Project Fela” is expected to be launched in South Africa in February 2023. The plan includes providing Amazon distribution services for third-party sellers and introducing Amazon Prime membership projects. However, due to the economic weakness and market pressure, Amazon had to carry out the largest layoffs in the company’s history and delayed the plan to set up a South African site.
Amazon plans to set up a site in South Africa in order to seek new growth points in the highly competitive cross-border e-commerce market. However, since 2023, due to competition from competitors such as SHEIN and Temu, the number of daily users of Amazon App has decreased by 8 million.
As the second largest economy in Africa, South Africa has a high Internet penetration rate, social media penetration rate and e-commerce penetration rate. According to Nox data, as of January 2022, the total population of South Africa is about 60.4 million, and the per capita GDP is about 6,900 US dollars. By 2021, the Internet penetration rate is 68.2%, and the social media penetration rate is about 46.4%.
Post time: Aug-03-2023