Bash, The Foschini Group's e-commerce platform, has experienced explosive growth, reaching a 41.4% increase in online sales in the first three quarters of its 2025 financial year. Despite intense competition from Chinese retailers like Temu and Shein, Bash has surged to become a significant player in the South African e-commerce market.
Bash , The Foschini Group ’s e-commerce platform, witnessed a remarkable 41.4% surge in online sales during the first three quarters of its 2025 financial year. This impressive growth was revealed in a trading report released by the group for the period spanning from 1 April to 28 December 2024. As a result of this robust performance, Bash now accounts for 5.6% of TFG’s retail turnover, a significant leap from the 4.2% share reported in the company’s annual results for the 2024 financial year.
TFG further highlighted Bash’s success, stating that it “also achieved strong market share gains in December 2024 against a backdrop of declining market shares for some of the pure-play retailers.” Launched officially on 20 February 2023 by e-commerce veterans Claude Hanan and Luke Jedeiken, Bash has quickly become a force to be reckoned with in the South African e-commerce landscape. Hanan and Jedeiken, renowned for their pioneering work with Superbalist, which was subsequently sold to Takealot, joined TFG after a period of gardening leave, bringing their extensive expertise to accelerate the retailer’s online presence. Bash operates as a “one-stop shop” for hundreds of brands within the TFG group, offering a diverse range of products to satisfy a wide array of consumer needs. It has gained immense popularity among South African shoppers and is strategically located within TFG’s tech hub, TFG Labs, which aspires to establish the retailer as the continent’s leading and most profitable e-commerce destination. Bash’s achievements are even more commendable considering the intense competition from Chinese retailers Temu and Shein. Their entry into the market has undeniably shaken the local online shopping scene, offering prices so competitive that many local retailers struggle to match. The impact has been stark, with at least three major local online stores either shutting down or being sold during 2024. The sale of Superbalist, fueled by concerns about competing with low-cost Chinese players like Temu, Shein, and Wish, highlighted the vulnerability of local businesses.Even as other e-commerce platforms face challenges, Bash has managed to solidify its position and thrive in a market where local retailers are increasingly finding it difficult to survive
E-Commerce Bash Foschini Group Temu Shein Superbalist South Africa Online Shopping
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