Amazon is set to expand its presence in Africa by launching a dedicated website in South Africa, tapping into the growing e-commerce market on the continent. The move comes after leaked documents revealed Amazon’s plans to expand into several African countries. The e-commerce giant aims to provide local sellers and entrepreneurs with the opportunity to grow their businesses and offer a convenient shopping experience for customers in South Africa. The African e-commerce market was valued at US $38 billion in 2021 and is projected to reach US $72 billion by 2025. Takealot, Everyshop, and Makro are among the existing e-commerce platforms that Amazon will compete with in the new market. The CEO of Takealot sees Amazon’s entry as a recognition of the company’s success and the investment potential in South Africa. Local businesses, such as African Mamas Crafts, are excited about the partnership opportunities with Amazon. However, Amazon will need to prioritize quality, affordability, and reliable delivery to gain customer trust in the competitive market.