Walmart expands in South Africa with tech-driven omnichannel strategy

Retailer launches a new mobile app built on its global fulfilment platform, aiming to unify in-store and digital shopping through faster delivery, automation and real-time data.

Walmart is strengthening its presence in South Africa with the launch of a new mobile shopping app built on the same global technology platform used across its international operations. The move forms part of the retailer’s broader push to integrate online and in-store channels as it opens its first local stores.

The company opened its debut South African outlet last week at Clearwater Mall in Roodepoort, followed by a second store today in Fourways, Johannesburg. The stores offer products ranging from groceries and household goods to apparel, toys and electronics.

Speaking to ITWeb, André Steyn, format acceleration vice president at Massmart, said Walmart’s expansion relies heavily on a technology-led omnichannel model. The newly launched Walmart Africa app is powered by the company’s Global Integrated Fulfilment (GIF) system, a cloud-based platform designed to accelerate order processing and delivery across markets. The app is available in both the Apple App Store and Google Play.

According to Steyn, the platform enables faster, more accurate digital grocery ordering by using tools such as automation and machine learning. The technology manages the order cycle end-to-end, from picking routes for store associates to staging and distribution, while providing real-time visibility to reduce delays and fulfilment errors. Walmart is also using an on-demand courier model to target delivery times of around 60 minutes for customers within a 5km radius of participating stores, with delivery priced at R35.

Steyn says the company’s goal is to ensure that shoppers experience the same pricing, accuracy and product availability across digital and physical touchpoints. “The aim is to remove friction between channels and create a single, consistent customer journey,” he noted.

In-store systems are also being updated with a combination of Walmart’s global technology and locally developed tools. This includes the use of artificial intelligence to support stock management, pricing consistency and operational decision-making. These upgrades form part of Walmart’s broader modernisation programme across the Massmart group.

While the Walmart Africa app focuses on everyday stable pricing rather than short-term promotions, Steyn confirmed that the retailer is participating in Black Friday activity.

Walmart completed its full acquisition of Massmart in 2022 after purchasing the remaining 47% stake and delisting the company from the JSE. With full ownership, the company is now embedding its global retail technology stack more deeply into South African operations, positioning digital infrastructure as a key driver of growth.