South Africa's Takealot bets on townships to fend off global rivals

South Africa's biggest e-commerce retailer, Takealot, has hired thousands of personal shoppers to help it penetrate townships and rural areas and fend off increased competition from global rivals, its CEO told Reuters. Attracted by growth potential and South Africa's strategic position, companies have invested in the country's price-conscious e-commerce market. A few months after PDD's Temu started selling into South Africa in January, U.S. retail giant Amazon followed suit in May.

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South Africa's Takealot bets on townships to fend off global rivals

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