Fynd, an AI-native retail technology platform backed by Reliance Retail Ventures Limited, has officially entered the South African market, marking a major milestone in Africa’s fast-evolving digital retail landscape. The company announced Surtee Group. one of South Africa’s most established luxury and fashion retailers, as its first strategic customer in the country, signalling a growing shift by legacy brands towards unified commerce and AI-powered retail operations.
The expansion comes at a pivotal moment for South African retail. The country’s e-commerce sector is projected to surpass R130 billion (about $7.48 billion) by 2025, accounting for nearly 10 percent of total retail sales up fourfold from 2020. Data from Statista further shows that South Africa is expected to reach 11.7 million e-commerce users in 2025, with projections rising to 21.5 million by 2029, driven by increased internet penetration, mobile-first shopping behaviour, and growing consumer confidence in digital platforms.
Fynd’s entry into Africa reflects its broader strategy to support digital transformation in high-growth retail markets. Its AI-native, unified commerce stack is designed to help retailers modernise operations, personalise customer engagement, and scale omnichannel experiences without adding operational complexity.
“South Africa’s retail landscape is evolving rapidly,” 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 unifies disconnected systems, accelerates fulfilment, and enhances customer engagement while maintaining operational efficiency.”
Surtee Group operates 94 boutiques and two e-commerce platforms, spanning multi-brand stores such as Levisons and mono-brand boutiques including Giorgio Armani, Michael Kors, Lacoste, Hugo Boss, Versace, Burberry, Jimmy Choo, Coach, and Emporio Armani, among others. As part of its digital transformation roadmap, 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 roll out brand-specific e-commerce storefronts across its portfolio.
Despite the surge in online retail, offline sales still account for the majority of revenue for South African retailers. Fynd’s platform will enable Surtee Group to unify offline inventory online, activate ship-from-store capabilities, and improve margins and sell-through rates. AI-powered clienteling tools will also empower in-store teams to deliver personalised recommendations and drive incremental sales through seamless omnichannel experiences.
“We were looking for a partner that understood both the technical and strategic dimensions of unified commerce,” a Surtee Group spokesperson said. “Fynd stood out for its proven scalability, consultative approach, and deep experience with global fashion brands that align with our portfolio. Its unified stack allows us to modernise operations while building a connected, brand-first customer experience.”
Fynd’s AI-native platform supports real-time stock visibility, dark store orchestration, intelligent fulfilment, and customer engagement within a single scalable solution capabilities increasingly critical as African retailers adapt to digitally empowered consumers.
Already scaled across India, the GCC, and Southeast Asia, Fynd’s expansion into South Africa adds Africa to its growing regional footprint. With Surtee Group leading the charge, the company is positioning itself as a key enabler of unified commerce adoption across South Africa’s digital economy.
Headquartered in Mumbai, India, Fynd serves over 20,000 stores and 300 enterprise retailers globally, offering a modular commerce stack that integrates in-store, online, and logistics operations. Backed by Reliance Retail Ventures Limited, the company continues to expand across the GCC, Africa, and Southeast Asia to power next-generation retail experiences.
