Fynd Enters South Africa With AI Native Retail Stack

Fynd’s bold move into South Africa is shaking up the retail world. Fynd enters South Africa with AI native retail stack, bringing cutting-edge tools to help local shops thrive online and in stores. This step marks the company’s first push into Africa, teaming up with Surtee Group, a top player in luxury fashion.

Fynd enters South Africa, launching its services in a market hungry for digital upgrades. Fynd, an AI-native retail technology platform backed by Reliance Retail Ventures Limited, picked Surtee Group as its first big customer. Surtee runs 94 boutiques and two online shops, selling big names like Giorgio Armani, Michael Kors, Lacoste, Hugo Boss, Versace, Tod’s, Salvatore Ferragamo, Burberry, Jimmy Choo, and more.

This partnership is timely. South Africa’s online shopping scene is booming, expected to top R130 billion ($7.48 billion) in 2025. That’s almost 10% of all retail sales, four times bigger than in 2020. More people are shopping on phones, thanks to better internet and trust in apps.

Why South Africa Needs This Now

Retailers here face big changes. Shoppers want smooth experiences, whether buying in a store or online. Stats from Statista show e-commerce users hitting 11.7 million in 2025, jumping to 21.5 million by 2029. Fynd enters South Africa with AI native retail stack to meet this demand head-on.

Fynd Enters South Africa With AI Native Retail Stack

Ronak Modi, Fynd’s Chief Business Officer for Global operations, explained it simply: “South Africa’s retail world is changing quickly. People want easy, custom shopping everywhere. Retailers need smart tools to match that. Our system links everything, speeds deliveries, and boosts customer ties, without extra headaches.”

He added that South Africa fits perfectly into Fynd’s plans. The country loves brands and digital growth. Fynd aims to help shops connect old systems, personalize sales, and deliver faster.

How Fynd’s Tools Work for Surtee

Surtee Group sells luxury through stores like Levisons and single-brand spots for Emporio Armani, Paul Smith, Coach, and Armani Exchange. Now, they’re using Fynd’s full package: Storefronts for online shops, Order Management System (OMS) for tracking orders, Warehouse Management System (WMS) for stock control, and Clienteling tools for store staff.

These tools link in-store and online worlds. Shops get real-time views of inventory, ship products from stores, and offer personal tips to customers. Even though most sales happen offline, Fynd enters South Africa to blend both sides. This cuts waste, boosts profits, and makes shopping feel connected.

Fynd’s AI native retail stack handles it all in one place: live stock checks, store-to-home shipping, dark store management, and smart customer chats. Surtee wants to lead in fashion while growing online and staying flexible.

A Surtee spokesperson said: “We needed a partner who gets tech and business. Fynd wins with its growth track record, helpful style, and know-how with global brands we carry. Their tools modernize us while keeping the brand shine for customers.”

Bigger Picture for Retail

Fynd enters South Africa with AI native retail stack at a key time. Offline stores still rule sales, but online is catching up fast. Fynd bridges the gap by putting store stock online and helping teams sell smarter.

This isn’t just for luxury. Any retailer can use Fynd to unify messy systems and wow customers. As South Africa grows, tools like these become must-haves.

Fynd already powers shops in India, the Gulf countries, and Southeast Asia. Now, Africa joins the list, starting strong with Surtee. Fynd enters South Africa to lead unified commerce here, one of Africa’s hottest markets.

This move shows how AI is changing retail everywhere. Local brands get world-class tech to compete and grow.

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