The second-hand clothing market is emerging as a driving force in SA’s digital retail revolution as sustainability-conscious consumers and cost-savvy shoppers fuel unprecedented growth, says Realm Digital.
Once considered a niche segment, online thrift stores and resale platforms are now at the forefront of e-commerce innovation, reshaping shopping habits and challenging traditional retail models.
Realm Digital CEO Simon Bestbier said sustainability was becoming a priority for consumers, pushing businesses to reduce packaging and offer eco-friendly products. However, smaller businesses face cost constraints, and solutions such as shared logistics can help make sustainability more accessible.
He said online thrift stores were gaining popularity. Platforms such as Thrifts, Once Again and ThriftyWays were making it easier for South Africans to buy and sell preloved clothing.
“Second-hand fashion is going mainstream, driven by sustainability-conscious consumers and the affordability of preloved items. This trend reflects a cultural shift and provides an opportunity for businesses to engage eco-conscious shoppers,” he said.
According to the EPR Waste Association of SA (Ewasa), the clothing resale market reached about R10bn in 2023. As clothing resale is expanding 15 times faster than traditional retail worldwide, SA’s second-hand sector is expected to grow exponentially.
We believe 2025 will be a defining year for businesses that embrace innovation, invest in customer experience and leverage technology to stay competitive.
— Simon Bestbier
Realm Digital CEO
This comes as the country’s broader e-commerce sector recorded sales of R71bn in 2023, a 29% increase from the previous year, according to World Wide Worx. This number is projected to surpass R100bn by 2026. With online retail sales now accounting for more than 6% of total retail, the second-hand clothing sector is playing a big role in driving the expansion.
While the environmental benefits of second-hand shopping are well documented, reducing textile waste, CO₂ emissions and water pollution, many consumers are embracing thrifting for other reasons.
According to Ewasa, Gen Z shoppers appreciate the individuality of thrifted fashion, seeking out unique pieces that set them apart from mainstream trends.
Millennials and Gen X consumers are drawn to resale for affordability, as the rising cost of living makes second-hand clothing an attractive alternative.
Treasure hunt
Older generations see thrifting as a treasure hunt, enjoying the thrill of discovering hidden gems at bargain prices.
The shift towards resale is not limited to independent thrift stores. Major international retailers such as H&M, Zara and Mango have introduced resale programmes to tap into the growing demand for preloved fashion. Ewasa said SA brands had an opportunity to follow suit, integrating circular fashion initiatives to attract eco-conscious and budget-savvy consumers.
According to Bestbier, the e-commerce sector in 2025 was set for rapid growth, though challenges such as high delivery costs and rural logistics remain. Loyalty programmes were becoming essential for customer retention, with large and small retailers adopting them.
Augmented reality
He said consumers increasingly expected fast, affordable delivery, pushing retailers to optimise logistics and partner with third-party service providers.
AI-powered personalisation was also on the rise, helping businesses tailor shopping experiences, while community commerce, driven by social media and WhatsApp, is growing due to the importance of relationships in purchasing decisions, he said.
“Augmented reality (AR) is becoming an exciting addition to
e-commerce, helping consumers make more informed decisions. Whether it’s trying on clothing virtually or visualising furniture in their homes, AR tools are reshaping how South Africans shop online,” he said.
“[However], adoption of AR in SA is slower compared with global markets, primarily due to cost barriers and lower consumer familiarity. However, businesses that invest early in AR stand to gain significant competitive advantages.”
This year is expected to be a crucial year for e-commerce, supported by improved infrastructure, smartphone penetration and increasing consumer trust.
“We believe 2025 will be a defining year for businesses that embrace innovation, invest in customer experience and leverage technology to stay competitive. From personalisation and AR to sustainability and fulfilment, the opportunities are endless for those ready to adapt.”
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.