Fynd, a Mumbai-based technology company that provides AI-powered retail solutions, has officially launched its operations in South Africa. The company is backed by Reliance Retail Ventures and is entering the market through a strategic partnership with Surtee Group, one of South Africa’s leading luxury fashion retailers, which operates 94 boutiques nationwide.
The launch comes at a time when South Africa’s online retail sector is expanding rapidly. E-commerce sales in the country are expected to reach almost seven billion dollars by 2025, accounting for about ten percent of total retail sales. This steady growth positions South Africa as a key market for digital retail innovation and a strategic gateway into the broader African market.
Under the partnership, Fynd will support Surtee Group by integrating its online and physical stores into a single system. The platform will enable real-time tracking of inventory, faster order processing, ship-from-store services, and more personalised customer engagement in stores. These improvements are expected to help luxury retailers operate more efficiently while enhancing the shopping experience for customers.
The South African rollout is part of Fynd’s wider global expansion strategy. The company recently launched operations in the Middle East, including Dubai and the GCC region, and later expanded into the United Kingdom. With its platform already supporting around 20,000 stores worldwide, Fynd aims to help retailers deliver seamless shopping experiences across all channels while keeping operations simple and well-coordinated.