There is a famous quote by American comedian, Daniel Tosh that goes: “No matter how flat you make your pancakes, they still have two sides”. This does indeed seem to be the case for the South African retail industry at the moment- if you believe the latest reports from experts and research houses. While the brick-and-mortar retail industry is predicted to basically show 0% growth in 2020, the e-commerce industry is expected to continue to grow at a a healthy rate. So, does this mean South Africans are finally catching on to the online shopping trend?

Perhaps. It is generally believed that the busier your shopping malls are, the healthier your economy. This is probably true to some extent, but let’s not forget that many South Africans are heavily indebted, so while the malls may be filled with shoppers, it doesn’t necessarily spell good news for the economy. The growth in e-commerce is likely to be a result of shoppers moving their budgets from malls to online, as many buyers use the internet to search for discounts and deals – which will be even more apparent when the economy is slow.

Personally I’m excited about 2020. When the economy is tough it forces digital marketers to be more focused and deliver tangible results for each Rand spent – which is after all AdMarula’s core strength. It is seldom that a client will actually cut a budget. In most cases it’s a matter of moving it around to find the channel mix that works best for their business or product. Our on-site remarketing and mobile traffic optimitsation products have been in high demand due to its transparent an performance-based nature, and I believe this trend will continue in the coming months.

On a different note, we are currently looking for a Digital Account Manager and an SEO Marketing expert to join our team. If you think you fit either of those roles, feel free to send us your CV and a brief cover letter to We’d love to hear from you.

Onwards and upwards!

Daniel Gross – CEO