Digital Consumer Behaviour in South Africa

This book is a valuable resource for marketing academics, students, graduates, medium-sized enterprises (SMEs) and industry practitioners who want to enhance their understanding of digital consumer behaviour. Practitioners can use the book as a guide to devising strategies for consumer engagement and building trust in online marketing. —Professor Khathutshelo Mercy Makhitha, Dean of Faculty of Business and Management Sciences, Cape Peninsula University of Technology (CPUT)

Digital Consumer Behaviour in South Africa: Challenges and Opportunities for Retailers examines how digital transformation is reshaping consumer behaviour and the retail environment in South Africa. Bringing together contemporary research and South African perspectives, the book explores the changing ways consumers interact with retailers, brands, digital platforms and emerging technologies. The volume examines key developments in e-commerce, online shopping, social media, artificial intelligence, digital marketing, customer experience, omnichannel retailing and data-driven decision-making. It considers both the opportunities created by digital transformation and the challenges retailers face as consumer expectations, technologies and competitive environments continue to evolve. Particular attention is given to how retailers can use digital technologies, data analytics and personalisation to strengthen customer relationships, enhance consumer experiences and improve business performance.  

Makhosazane Buthelezi is a Lecturer in the Department of Marketing and Retail Management at the Durban University of Technology and a Postdoctoral Research Fellow at the University of Johannesburg (W&RSETA, 2024/25). She holds DUT's first Doctor of Philosophy (DPhil) in Retail. Her research focuses on digital transformation, consumer behaviour, customer experience, and retail strategy. She leads industry-funded projects and has published in DHET-accredited journals and international edited volumes, contributing to both academic scholarship and industry development.