I can’t stand spending more than 30 minutes in a crowded shopping centre. Dodging shoppers pushing trolleys up and down the aisles is a headache I prefer to avoid. And during the December holidays? Count me out of the “Ke Dezemba” shopping madness—unless absolutely necessary. I steer clear of malls. But everything changed when I discovered online shopping. At first, I was skeptical. What if I get scammed? What if the product isn’t as advertised? To test the waters, I ordered a book on Takealot in 2016. I remember the thrill of receiving that first delivery. Since then, I’ve been shopping online without hesitation—even for groceries.
If you’re curious about how many South Africans are shopping online, at least 68% of us made online purchases in 2023. This aligns with the global trend, where the e-commerce industry is rapidly expanding, expected to grow by 10.4% in 2023 alone, bringing worldwide sales to a staggering $6.3 trillion . Locally, the South African e-commerce market is set to reach R225 billion by 2027, growing at a compound annual growth rate (CAGR) of 14.2% from 2023 .
Naturally, I began to wonder how I could set up my own online store. While there’s plenty of information out there, it’s always helpful to hear directly from entrepreneurs who’ve done it. That’s why, in this edition of XSpaces, we gathered experts to discuss “Setting Up an Online Shop.” Our panellists included:
Kerri Wittstock
- Kerri Wittstock: Founder of Gifts by Locals, an online shop launched during the 2020 pandemic. Kerri saw the need to create gifts that spread joy during tough times. She started by connecting with small businesses at markets and realized the potential for an online platform where local artisans could sell their products across South Africa.
Penuel Mkhatshwa
- Penuel Mkhatshwa: A talented web developer at Umbrellatainment with a passion for crafting dynamic and user-friendly digital experiences. With eight years of experience, Penuel has mastered JavaScript, Python, Java, PHP, and C++, delivering top-notch solutions that exceed client expectations.
Julia Brown-Ivins
- Julia Brown-Ivins: Founder of T-Shirt Yarn Paradise, a fabric yarn supply company with customers nationwide. Since launching in March 2021 from her home in Scottburgh, KZN, Julia has been running a successful online store alongside a cosy showroom for local walk-ins. I can’t wait to visit and see her creations in person!
Here are a few highlights from the conversation, hosted by our CEO Saki Mabhele:
Host: Can you tell us a bit about yourself?
Kerri: I run a gift business that started in 2020 with the idea of making funny, heartwarming gifts. I began by selling at markets and soon realised the potential for all the small businesses at these markets to be featured on one website. Now, we can send handmade items all over South Africa. If you’re thinking you can’t do this, believe me, you can. I was a stay-at-home mom who has forgotten how to open Excel! But with some help, I built my own website and learnt the backend. Now, we sell beautiful gifts, and I’ve gathered amazing vendors who help us ship products from Durban to Cape Town and Joburg.
Host: Can you tell us about your business and what it does?
Julia: Thank you for the opportunity to chat with all of you. It all started for me when I was at a market one day, selling other products at the time. The lady next to me was selling t-shirt yarn. Now, I had never crocheted in my life, and I was 54 years old then. I thought, “Let’s try it out just for fun.” That’s how it began. Before I knew it, I was making all sorts of things out of t-shirt yarn and turned it into a gift business, creating mats, bags, and other products. It was very exciting, and I was hooked.
Three years later, my supplier of t-shirt yarn asked if I would like to buy the business from her as she was moving on to another venture. I didn’t hesitate and said, “Definitely!” So, that’s where we went from there. We started very small and quietly, working with our existing customers, mostly through WhatsApp. That’s where I would communicate with my customers. My husband, who is quite tech-savvy, suggested we go online because the business was growing, but not very fast. We had a friend who is a designer, and she did the main web design for us.
Host: So Kerri, I’m curious to know what inspired you to start a business and an online shop?
Kerri: I believe starting a business is an extension of yourself. You find something that allows you to serve others. For me, it was giving gifts, especially during lockdown when times were tough. That was the real purpose behind it – to share a smile and have fun. I’m also very passionate about online platforms. I love watching how technology evolves and finding new opportunities. I did the markets, which were fun, but if it wasn’t a good day, you’d set up your stall and have no sales. That can be very disheartening. Going online allows me to work from my office while my kids are at home, and I can still engage with customers. That flexibility is what really drew me to online shopping.
Host: I’m curious about the technology you’re using. People are using different platforms these days. Which one are you using?
Kerri: It’s quite interesting because once you decide to go online, you start exploring different platforms. I met a lady who recommended a company called Onshop, which is based here in Durban. They’re a local South African e-commerce platform. They’ve developed software for us to have an online shop. What I love about it is that, being a South African company, they have integrated Zapper for payments.
Host: Can you tell us the size of your business at the moment and the scope of what you do?
Kerri: Christmas is the busiest time of the year for us. Recently, we had Father’s Day, and we received a lot of orders for that as well. Interestingly, although I’m based in Durban, most of my sales are in Joburg. I believe it’s because I run Facebook ads, and the platform targets people in the market for these gifts. Joburg is a much larger market than Durban. I’m still a relatively small business working from home, with my garage serving as the warehouse. That’s the beauty of a startup; the whole point of being online is that you save so much by not having to pay rent.
Host: Julia, I’m interested in your business. What are some of the key factors you considered when starting an online shop?
Julia: One of my main concerns was that many of my customers are from the older generation. I’m 57 myself, and I know that a lot of my customers aren’t entirely comfortable with online shopping or don’t even know how to do it. I worried that I might lose touch with that demographic or not be able to serve them properly.
Host: Which technology do you use for your online shop?
Julia: We’re using WordPress with WooCommerce for our online shop.
Host: I have about four websites running on WordPress, and one of the issues I’ve encountered is spam attacks. Have you experienced any problems?
Julia: No, I haven’t had any issues. I don’t manage the website myself; there’s a lady who set it up and maintains it for me. If I notice any problems, I just message her and let her know what I’ve found, and she takes care of it.
Host: What are some of the challenges you’re facing at the moment?
Julia: As I mentioned, the older generation struggles a bit with online shopping. To address this, I’ve found a workaround. Since everyone uses WhatsApp, I provide them with the web address of the online store and ask them to browse through the different colours and available stock. They can then WhatsApp me with their requests. This approach helps because I don’t have to send them photos or descriptions of everything individually.
Here are five tips for setting up an online store:
- Choose the Right Platform: Select an e-commerce platform that suits your business needs. Popular options include Shopify, WooCommerce, and BigCommerce. Consider factors such as ease of use, scalability, and integration with other tools.
- Design for User Experience: Ensure your website is user-friendly with an intuitive design. Easy navigation, clear product categories, and a streamlined checkout process can improve customer satisfaction and increase sales.
- Optimise for Mobile: Many shoppers use mobile devices to browse and purchase products. Make sure your online store is mobile-responsive, meaning it adjusts seamlessly to different screen sizes.
- Implement Secure Payment Methods: Offer a variety of secure payment options, such as credit cards, PayPal, and other trusted payment gateways. Ensure your site is SSL certified to protect customer data.
- Promote and Market Your Store: Use digital marketing strategies like social media advertising, email marketing, and search engine optimisation (SEO) to drive traffic to your store. Regularly update your content and engage with your audience to build brand loyalty.