Fynd expands retail technology platform to South Africa

AI-based commerce software provider enters the South African market with Surtee Group as its first local client

Ronak Modi, Chief Business Officer - Global at Fynd.

Fynd, a retail technology company that develops AI-based software for unified commerce operations, has entered the South African market as part of its international expansion strategy. The company, which is backed by Reliance Retail Ventures Limited, confirmed that it has begun operating in the country with the onboarding of Surtee Group, a South African retailer focused on luxury and fashion brands.

Fynd provides a software platform designed to help retailers manage inventory, order fulfilment, and customer engagement across physical and digital channels. Its technology is used to connect in-store and online operations through a single system, allowing retailers to coordinate stock visibility, logistics and customer data in real time.

The expansion comes as South Africa’s e-commerce market continues to grow. Data from Statista indicates that the number of online shoppers in the country is expected to reach 11.7 million in 2025 and increase to 21.5 million by 2029. The same forecasts show that online retail sales are projected to exceed R130 billion in 2025, accounting for close to 10% of total retail sales.

According to Fynd, the South African rollout forms part of its broader plan to support retailers in markets where digital and physical commerce increasingly overlap. The company’s platform is built to support functions such as real-time inventory tracking, ship-from-store fulfilment, dark store management and customer engagement tools within a unified architecture.

Ronak Modi, chief business officer for global operations at Fynd, said the company is targeting retailers that are looking to consolidate fragmented systems as consumer expectations shift toward more integrated shopping experiences across channels.

In its first local deployment, Fynd’s technology will be used by Surtee Group to integrate in-store inventory with its online operations. The implementation includes ship-from-store capabilities and clienteling tools intended to support in-store staff with customer data and personalised product recommendations, while maintaining a single view of inventory across locations.

Surtee Group stated that it selected Fynd to support its e-commerce expansion and omnichannel strategy as it looks to connect its physical retail network with its digital channels.