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Image: simplehappyart/Adobe Stock
Artificial intelligence is no longer a distant future for South African retail; it’s already reshaping how people buy, sell and work in stores and online.
A recent report by Eversheds Sutherland and Retail Economics projects that by 2035, a majority of routine retail tasks worldwide could be automated or augmented by AI technologies.
At the same time, a Fast Company analysis of industry data shows that shopping itself is on the brink of being reinvented by AI agents, software that doesn’t just recommend products but selects and buys them for you.
Globally, research suggests that up to 60% of routine retail functions, from repetitive admin and inventory checks to basic checkout tasks, could be automated or heavily augmented by AI within the next decade. This will reshape the roles traditionally filled by entry-level retail staff and back-office workers.
In SA, this shift intersects with a retail landscape already under pressure. Online sales continue to grow rapidly, projected to be worth around R100 billion by 2026, and global e-commerce players like Shein, Temu and Amazon are increasingly part of how locals shop.
AI tools are appearing across the supply chain locally, too. New platform entries like Fynd, an AI-native commerce stack, have begun working with established fashion retailers in SA, signalling rising demand for automation and smarter inventory systems.
But automation doesn’t have to mean fewer opportunities; it can also mean higher-value roles and new skills. As retailers deploy AI systems for routine tasks, human employees will be needed in areas where machines lag: customer experience, creative problem-solving, and AI-assisted sales strategy.
The way people shop online is already changing dramatically. Today, consumers may enter AI-powered systems with broad requests — like “find the best birthday gift under a set budget,” and these agents can suggest products, compare prices, and even streamline checkout.
As tools like Shopify’s AI integrations and agentic commerce systems become more widespread globally, the shopper journey itself is shifting:
AI-driven traffic to online stores has grown multiple times year-over-year, with AI referrals leading to higher purchase intent compared to traditional search.
Platforms are experimenting with AI checkout features that let consumers complete purchases within chat interfaces.
For South African consumers, many of whom juggle busy schedules and are increasingly mobile-first in how they browse and buy, this means shopping may soon be less about scrolling and more about conversing with an AI assistant that understands your budget, context and preferences.
South African retailers that embrace AI stand to benefit in a fast-changing market. But the transition also raises challenges:
Reskilling is urgent. As AI takes on routine tasks, workers need training in data analysis, customer insight and technology oversight to remain competitive.
Consumer trust matters. Locals are still cautious about letting technology make purchases on their behalf, especially when payment details are involved so transparency and secure AI integration will be key.
Competitive edge may hinge on AI visibility. Just as global brands optimise for Google search, local businesses must ensure their products and data are easily discoverable by AI systems that could become the front door to future online shopping.
Govtech and business surveys also point to strong AI readiness among South African companies: more than three-quarters are prepared to adopt AI, with many already seeing real benefits.
By the end 2026, South African retail may look very different, with AI woven into everything from supply chains to sales advice.
The future shopper might simply tell their digital assistant what they want, and the AI will take care of the rest: research, comparison, purchase and delivery.
For workers and businesses alike, the challenge will be not just adapting to AI, but shaping how it works for people.
Whether that’s training staff for new roles, building local AI talent, or setting standards for ethical and transparent use, the decisions made now will define South Africa’s place in the next era of retail.
FAST COMPANY