IT brands in South Africa are aggressively adopting online strategies. A simple search on Google brings up a hoard of local retailers vying for a share of consumers` wallets. Online sales figures are hard to come by as most online retailers are cagey about their actual numbers but almost every online store is quoting growth numbers in the hundreds of percents.
This online explosion is the result of several factors - more people are online, more people are comfortable with transacting electronically, and the Internet remains one of the easiest ways to compare products and to find the right one for your needs.
It is an arena which has been dormant for many years but with the explosion of broadband and more consumers having Internet experience, online has become an area that IT brands simply cannot ignore. Any brand that is serious about the future should begin its process of getting online right now.
Digital Planet.co.za has been operating for more than six years and its name has become synonymous with the online IT and consumer electronics industry. Major industry players have seen our numbers increase dramatically and realise that by partnering with us, they can make real business returns from having an online presence.
The traditional media types have not felt much pressure from the online world but that is changing rapidly. The advantages of online advertising and promotion are well documented. When compared to print, online is more trackable, more dynamic and more targeted and this should result in advertisers getting more bang for their buck. Add the advantage of being able to purchase in the comfort and security of your home and the immediate conversion from advertisement to sale, and it looks like a winning formula.
Many South African online businesses have adopted a dual channel approach. Due to the slow initial growth in the market, online businesses quickly realised that online was just too small and started looking at call centres. South Africans are more security conscious and as a result, call centres give consumers the personal touch they need to feel safe while transacting.
The result is extremely positive for the IT industry and the consumer. The new channel available to brands means they will be able to market their products to a wider audience, and the competitiveness of online retailing means the consumer will get a better overall deal. The days of traditional retail are certainly challenged as we anticipate 2006 to be another successful year with more IT brands rushing online.
By Warren Moss, general manager, Digital Planet
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