Fynd, an AI-native retail technology platform backed by Reliance Retail Ventures Limited, has officially launched operations in South Africa, marking its entry into the African retail market. The company has onboarded Surtee Group, one of the country’s most established luxury and fashion retailers, as its first strategic customer, signalling a major step in the digital transformation of South African retail.
The expansion underscores Fynd’s global ambition to drive unified commerce adoption in high-growth markets. It also comes at a pivotal moment for South Africa’s retail sector, with the country’s e-commerce market projected to surpass R130 billion (£6 billion) in 2025, accounting for nearly 10% of total retail sales, a fourfold increase since 2020.
Industry data shows that South Africa is expected to reach 11.7 million e-commerce users in 2025, rising to 21.5 million by 2029. This growth is being fuelled by increasing internet access, mobile-first shopping habits, and greater consumer trust in digital platforms. As expectations rise, retailers are turning to AI-powered and unified commerce solutions to deliver seamless, personalised experiences across channels. Fynd’s scalable, AI-native platform is designed to support this shift by improving agility, personalization, and operational efficiency.
“South Africa’s retail landscape is evolving fast,” said Ronak Modi, Chief Business Officer – Global at Fynd. “Consumers expect seamless, personalised experiences across every channel, and retailers need agile, intelligent infrastructure to keep up. Our platform is built to unify disconnected systems, speed up fulfilment, and elevate customer engagement; all without adding operational complexity.”
“South Africa is an exciting addition to our global footprint. The market is digitally ambitious, brand-forward, and ready for intelligent commerce infrastructure. Our goal is to help local retailers unify siloed systems, personalise engagement, and accelerate fulfilment without adding complexity.”
Surtee Group operates 94 boutiques and two e-commerce sites, spanning multi-brand stores such as Levisons and mono-brand boutiques including Giorgio Armani, Michael Kors, Lacoste, Hugo Boss, VERSACE, TOD’S, Salvatore Ferragamo, Versace Jeans Couture, Emporio Armani, Burberry, Jimmy Choo, Luminance, Paul Smith, Coach and Armani Exchange. The group will deploy Fynd’s unified commerce stack — covering Storefronts, Order Management System (OMS), Warehouse Management System (WMS) and Clienteling tools — to connect in-store and online operations, improve inventory visibility and launch brand-specific e-commerce storefronts across its portfolio.
Although online retail is growing rapidly, physical stores still account for the majority of retail revenue in South Africa. Fynd’s platform will enable Surtee Group to bring offline inventory online, activate ship-from-store capabilities and improve margins and sell-through rates. Clienteling tools will also support in-store teams in delivering personalised recommendations and driving incremental sales through seamless omnichannel engagement.
Fynd’s AI-native technology offers real-time stock visibility, ship-from-store functionality, dark store orchestration and intelligent customer engagement within a single, scalable solution - addressing the complex demands of modern retail.
As part of its wider digital transformation strategy, Surtee Group is seeking to strengthen its leadership in luxury and fashion retail while accelerating e-commerce growth and omnichannel agility.
“We were looking for a partner who understood both the technical and strategic dimensions of unified commerce,” said a Surtee Group spokesperson. “Fynd stood out for their proven scalability, consultative approach, and deep experience with global fashion brands, many of which align with our portfolio. Their unified stack enables us to modernise operations while building a connected, brand-first customer experience.”
Already established across India, the GCC and South East Asia, Fynd’s move into Africa adds a new region to its global footprint. With Surtee Group at the forefront, the company is positioned to play a significant role in advancing unified commerce adoption across South Africa’s fast-growing digital economy.
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