Supermarket chain Woolworths emerges as the top-rated retailer in South Africa, according to recent research findings.
Woolworths Tops as South Africa's Most Recommended Retailer
In 2025, Woolworths has claimed the title of South Africa's most recommended retailer, thanks to a combination of factors that include a sharp increase in online and on-demand sales, investment in innovative fulfillment infrastructure, and effective use of AI-driven retail media marketing.
According to a study conducted by KLA, YouGov, and BrandIndex over a twelve-month period, over 85% of Woolies shoppers confirmed they would recommend Woolworths Food, Woolworths Clothing, or Woolworths Home. This high recommendation reflects decades of dedication to creating experiences, products, and service worth sharing.
Woolworths has seen a significant growth in its online food and fashion sales. Overall online food sales climbed 32.9%, with its rapid delivery service, Woolies Dash, growing 41.6% for the year ending June 2025. This strong online performance has contributed to a robust increase in turnover and concession sales across categories.
The retailer has also implemented "dark stores" for faster delivery. Opening a dedicated online-only fulfillment center in Cape Town in August 2024 improved delivery times and product availability, avoiding stock conflicts between online and physical stores. This innovation enabled higher order volumes and scalable growth for their delivery service.
Woolworths is also leveraging retail media platforms combined with AI technologies to serve personalized and targeted ads to consumers actively shopping online. This boosts shopper engagement and provides a competitive marketing edge, helping drive sales and consumer preference.
Spencer Sonn, Chief Customer Officer at Woolworths, stated that the team strives to deliver exceptional quality products and service that surpass customer expectations. Woolies Home has a reputation of 85.2%, placing it fifth among the most recommended brands in South Africa, while Woolworths Clothing also has a strong reputation, as indicated by its fourth place ranking.
The high ranking for Woolworths Food indicates a strong reputation among shoppers for this specific product line. Insights agency KLA has named Woolworths among the top three brands most likely to be recommended by South Africans. Samsung is the second most recommended brand in South Africa, with a ranking of 88.9%, and Rand Merchant Bank (RMB) has the highest ranking of all brands, with 90.1%.
Woolworths was also named one of the Most Admired South African Brands by Brand Africa in 2025 and among the World's Most Trustworthy Companies by Newsweek in 2024. The high recommendation ratings and rankings for Woolworths Food, Clothing, and Home further indicate a strong reputation among shoppers for these specific product lines.
In a statement, Sonn found the personal endorsements from customers incredibly humbling, emphasizing the team's commitment to continuing to deliver quality products and service. The high rankings and recommendations are a powerful indicator of trust in the Woolworths brand, positioning the retailer as a leader in the South African market.
References: [1] Woolworths Annual Report 2025 [2] Retail Capital, "The Rise of Retail Media Networks in South Africa," 2024 [3] BrandIndex South Africa Report, 2025
- In the realm of business, Woolworths Food, Woolworths Clothing, and Woolworths Home are top choices for South African shoppers, with over 85% of customers expressing a willingness to recommend these product lines.
- Apart from retail, Woolworths has made significant strides in finance, as it was named one of the Most Admired South African Brands by Brand Africa in 2025 and among the World's Most Trustworthy Companies by Newsweek in 2024.
- The retail industry's future is intertwined with technology, and Woolworths is embracing this change, leveraging retail media platforms and AI technologies to provide personalized ads and boost shopper engagement.
- The home-and-garden sector also benefits from Woolworths' commitment to quality, with Woolworths Home ranking fifth among the most recommended brands in South Africa. This reflects the retailer's dedication to creating experiences, products, and services worthy of recommendation across various lifestyle domains.
