Who is homo digitalis: The rapid ascent of the digital consumer

As technology, connectivity, and culture converge, homo digitalis emerges as the defining consumer of our time. Knowing who they are, and what drives them, is essential for every retailer competing in South Africa’s fast-growing digital economy.

Background
In the course of evolution of humankind there was homo heidelbergensis followed by homo sapiens, and then homo economicus (if the classic and new-classic economists are to be believed) followed by the newest phase of human development, namely homo digitalis.

The term ‘homo digitalis’ refers to digital humankind where humankind is increasingly digitally connected and living in multiple realities (online and offline) in a digital ecosystem. In this digital ecosystem homo digitalis are shaped by digital culture, they obtain digital identities (i.e. e-mail addresses and cell phone numbers), they experience that artificial intelligence (AI) and technological connectivity are integrated into their human experience, while digital culture fosters new systems of beliefs, values and norms among them.

Rapid ascent of the digital consumer
Recent data from the Media and All Product Survey (MAPS) and DataReportal illustrate that homo digitalis is widespread in South Africa. The statistics paint a clear picture of a society deeply embedded in digital connectivity:

• There are 124 million cellular mobile connections in South Africa which is indicative of the high level of digital connectedness of homo digitalis.
• 78% of South Africans 15 years and older are active internet users.
• 76.2% of South Africans 15 years and older have smartphones.
• 60.0% of South Africans 15 years and older are active social media users.

A growing number of South Africa’s homo digitalis conduct online shopping. According to MAPS this figure stood at 9.1% during 2025. According to MAPS the five biggest motivators for purchasing online in order of importance are:

• Free delivery (46.2%).
• Easy online checkout processes (28.2%).
• Coupons and discounts (27.2%).
• Easy returns policies (18.2%).
• Reviews from other customers (16.4%).

Apart from the motivators mentioned above, other important reasons why South Africa’s homo digitalis are shopping online include that consumer habits and expectations are changing, namely consumers are increasingly used to convenient online shopping where they can on a 24/7 basis browse, compare, click and request delivery. Furthermore, online customer experiences are often much better than in-store experiences as they do not have to travel to shops, they have a much bigger variety to choose from, and they can compare prices from multiple shops before making a purchasing decision.

Online shopping also allows the use of more secure, diverse payment methods (cards, mobile money, e-wallets, as well as “buy now pay later” options). As a result, consumers perceive lower levels of risk, which in turn encourages them to make more online purchases.

Finally, online shopping provides consumers with access to goods not stocked locally. This gives rise to an increase in consumer choices.

For South African retailers to capitalize on the online retail market, estimated to be worth R130 billion (10% of retail income) in 2025, there are certain things that need to be done to capture the hearts, minds and purses of homo digitalis, namely:

• To provide online sales, it is firstly necessary to have good online e-commerce facilities. Given that the reachable market for e-commerce is still growing, this is a very necessary first step investment to increase sales.
• Upon having an e-commerce facility, it is important to ensure that the website and/or apps used are slick coupled with aggressive promotions via the said website, apps media (and here especially via social media).
• Capitalize on vastly improved courier services, pick-up points and faster delivery options. These improvements have created a vast, speedy and relatively low-cost delivery network which can be capitalized on for own online sales.
• Online retailers should also benefit from locally-tuned gateways and Buy Now, Pay Later (Payflex, PayJustNow, Mobicred, etc.) which lower the upfront cost and perceived risk of first-time purchases, nudging checkout conversion upward. Such systems also allow online retailers in South Africa to not just focus on the South African retail market but also on a global market.
• By introducing omnichannel offerings, e-commerce is being integrated with stores with the implication that customers can shop where it is easiest.

Conclusion
Given the increasing number of homo digitalis and their growing participation in online shopping, it is worth asking what the future trends for homo digitalis might be. These include:

• The online share of retail sales will increase rapidly in value and percentage terms during the next few years whereafter it will climb gradually as logistics densify, and promotions normalise. 
• Lockers/pickup points will spread further, and here especially in townships and smaller towns.
• Payments will become increasingly more flexible.
• As grocery and fashion continue to anchor online retail, advancements in delivery efficiency and strategies that encourage repeat purchases will contribute to the steady expansion of the homo digitalis population, most notably among online shoppers. 

Marketing in the online space is slowly but surely shifting to value instead of a pure focus on low prices and discounts.

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