If you wonder whether your customers really look for businesses online, start with the numbers. Here is what DataReportal's Digital 2026 report says about South Africa, as of the end of 2025 [1].
The headline figures
- 51.7 million people were using the internet in October 2025, which is 79.6% of the population.
- 13.3 million people (20.4%) were still offline.
- 127 million cellular mobile connections were active, equal to 196% of the population. That figure counts connections, not people, so one person may have more than one.
- 29.1 million social media user identities, equal to 44.9% of the population. DataReportal warns these may not all be unique individuals.
DataReportal also notes that published internet figures may under-represent current use. Other sources measure access differently: for example, the communications regulator ICASA has reported higher access than DataReportal's measure. Treat all of these as a good indication, not an exact count.
What this means for a local business
Four in five South Africans can reach you online, and almost all of them do it from a phone. When a person in your town needs a plumber, a mechanic or a jeweller, they pick up that phone and search. If your business is not there, a competitor's is.
But is a Facebook page enough?
With so many people on social media, it is tempting to run a business from a Facebook page. A page is a good addition, and we recommend one. But it is not the same as a website, for three reasons. You do not control it, so the platform can change its rules, its layout or who sees your posts. It is harder for Google to understand, so you are less likely to appear for searches like "auto electrician near me". And you cannot build it around your brand, so you look like everyone else on the platform. Use social media to stay in touch, and use your website as your base.
Reaching the customers who are still offline
About one in five people are still offline, and many of them are older customers. That is a reason to keep your phone number and address prominent, not a reason to skip the website. The people who are offline today will often be reached through family members who are not.
Where to start
A website you own, a Google Business Profile and a Facebook page that all show the same details is a strong foundation. Read what a website actually does for your business for the research behind it, or see our FAQ for answers to common questions. When you are ready, chat to us on WhatsApp.
