Discusses the state of direct marketing and what channels are available for companies to use direct marketing.
Last Published: 7/14/2019

Direct marketing is expected to grow over the next ten years. Direct marketing channels in South Africa include:

  • Direct e-mail selling, such as Internet viral campaigns (where one e-mail user nominates “friends” to participate in a promotional campaign and to his/her own benefit hands over the e-mail addresses of friends and colleagues).
  • Direct selling channels, such as the independent agent or distributor systems and multi-level marketing (MLM) companies.
  • Internet marketing, which has grown rapidly as South African consumers become more comfortable about handing over banking details and ordering from non-brick-and-mortar companies.  Popular sites include Takealot.com and Yuppiechef.com.  Most brick-and-mortar retailers now include an online shopping option, such as Woolworths, PicknPay, Game and DionWired as examples.
  • Telemarketing, a popular avenue in promoting financial instruments and insurance. A rapidly growing trend is the outsourcing of this function to external Business Process Outsource companies which is yielding positive results.


Important pieces of legislation for this business mode are the Protection of Private Information Act (POPI) and the Consumer Protection Act (CPA).
Additional information can be found at:

Direct Marketing Association of South Africa
Building C 1st floor
372/376 Oak Avenue
Ferndale, Randburg
Tel:  +27 (0)861 362 362
Email:                    info@dmasa.org
Website:               http://dmasa.org

Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.