South Africa, April 29 -- While South Africa's online retail sales accounted for just 6% of total retail sales in 2023, the figure remains significantly lower than markets like the United States (16.2%) and the United Kingdom (26.2%).

If we are to harness South Africa's digital economy to boost GDP, then retailers will need to remain relevant with increasingly connected shoppers. This is where omnichannel shopping becomes important.

Omnichannel shopping is not just about selling both online and in-store. Rather, it is about ensuring that consumers experience a seamless, integrated journey whether they are browsing on an app, researching on a desktop, or visiting a physical store.

Payment flexibility a key driver

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