Fynd, an AI-native retail technology platform backed by Reliance Retail Ventures Limited, has announced its official expansion into South Africa, onboarding Surtee Group—one of the region’s most established luxury and fashion retailers.
According to Statista, South Africa is expected to have 11.7 million e-commerce users in 2025, with projections reaching 21.5 million by 2029. This growth is being driven by rising internet penetration, mobile-first shopping behavior, and increasing trust in digital platforms.
To meet rising consumer expectations, businesses are investing in AI and unified commerce platforms. Fynd’s scalable, AI-native stack is built to support this shift, enabling agility, personalization, and operational efficiency.
Fynd’s entry into Africa reflects its commitment to enabling digital transformation in high-growth retail markets worldwide. The move also comes at a turning point when South Africa’s e-commerce sector is projected to exceed R130 billion ($7.48 billion) in 2025, capturing nearly 10% of total retail sales—a fourfold increase since 2020.
“South Africa’s retail landscape is evolving fast,” said Ronak Modi, chief business officer, Global at Fynd.
“Consumers expect seamless, personalized experiences across all channels, and retailers need agile, intelligent infrastructure to keep up. Our platform is built to unify disconnected systems, speed up fulfillment, and elevate customer engagement, all without adding operational complexity.”
“South Africa is an exciting addition to our global footprint. The market is digitally ambitious, brand-forward, and ready for intelligent commerce infrastructure. Our goal is to help local retailers unify siloed systems, personalize engagement, and accelerate fulfillment without adding complexity.”
While online retail continues to surge, offline sales still represent the vast majority of revenue for retailers in the country. Fynd will enable Surtee Group to unify its offline inventory online, power ship-from-store capabilities, and improve both margins and sell-throughs.
Additionally, products like Clienteling will empower in-store teams to engage customers better and drive incremental sales through personalized recommendations and seamless omnichannel experiences.
Fynd’s entry into the market is designed to meet this demand. Its AI-native platform enables real-time stock visibility, ship-from-store capabilities, dark store orchestration, and intelligent customer engagement all within a single scalable solution.
As part of its digital transformation roadmap, Surtee Group aims to consolidate its leadership in luxury and fashion retail while expanding into e-commerce and improving omnichannel agility.
“We were looking for a partner who understood both the technical and strategic dimensions of unified commerce,” said a Surtee Group spokesperson.
“Fynd stood out for their proven scalability, consultative approach, and deep experience with global fashion brands, many of which align with our portfolio. Their unified stack enables us to modernize operations while building a connected, brand-first customer experience.”
