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As 2024 begins to unfold, it's clear that some exciting trends are reshaping the small business landscape.
These trends represent the changing preferences of consumers, advancements in technology, and the shifting ways businesses work. Staying in tune with these trends isn't just about keeping up—it's about staying competitive in a world where customer expectations are always on the rise.
Keep reading to see which four business trends every South African entrepreneur should be watching out for.
1. The Rise of Hyper-Personalisation
Hyper-personalisation is all about making your customers feel like you really know and care about them. This approach is transforming the online experience, using AI and real-time data to curate products and content uniquely suited to users.
For example, YSL’s Rouge Sur Mesure lets users create their own custom lip colour within the brand’s app. Streaming services like Netflix and Spotify provide hyper-personalised recommendations and playlists based on users’ viewing and listening habits.
While all of these examples use complex algorithms, creating personalised experiences doesn’t have to mean making big investments in advanced technology.
How to harness it
Even if you don’t have access to AI tools or a big budget, you can use hyper-personalisation to boost your business. Here’s how:
✅ Get to know your customers: Start by understanding what your customers like. Look at what they buy and what they say in feedback or surveys.
✅ Personalise your communications: When you send emails or deliveries, use the customer's name and mention things they’ve bought or shown interest in before.
✅ Create custom offers: Give discounts or deals based on what your customers have bought before or to celebrate their birthdays. You can keep track of this in a simple, budget-friendly spreadsheet.
2. Soft Skills
While automation and technology will continue to revolutionise tasks like coding, research, and data management, there's a growing recognition that soft skills are irreplaceable.
Soft skills are the personality traits you need for success in your role. They are less about your qualifications and more about who you are and how you interact with others. Unlike hard skills (which are about your technical abilities) soft skills relate to your ability to communicate effectively, solve problems, manage work, and adapt to new situations.
In an age where technical tasks are becoming automated, the spotlight turns to what truly sets humans apart: our ability to connect, empathise, and lead with insight.
Organisations are recognising that while machines excel in efficiency, they lack the understanding and emotional depth needed for certain roles and situations.
How to harness it
Even if you don’t have any employees or direct reports, improving your soft skills can help you cultivate strong client and customer relationships:
✅ Practise active listening: Truly listen when others speak, not just wait for your turn to talk. Understand others’ perspectives and respond thoughtfully—this is particularly important when dealing with customer feedback.
✅ Communicate effectively : Work on clearly articulating your ideas and thoughts, both in writing and speaking. Tailor your communication style to your audience for maximum impact.
✅ Network: Building and maintaining professional relationships is key for entrepreneurs. Attend industry events, participate in workshops, and connect with others in your field.
3. Sustainable Business Practices
These days, being sustainable isn't just good for the environment—it drives business growth.
More and more, consumers are showing a preference for companies committed to reducing their environmental impact. And as customers become savvier at spotting greenwashing, businesses are finding that adopting green practices can also be financially rewarding.
Greenwashing is a marketing tactic used by some businesses to present their products, services, or operations as environmentally friendly when in reality, they aren’t.
Cape Union Mart is a great example of a brand that has built itself around a commitment to protecting the environment. Recognising that their customer base loves the outdoors, Cape Union Mart has aligned its business practices with eco-conscious values.
Along with stocking and supplying a range of recyclable products—including their popular K-Way jacket range, sleeping bags, and water bottles—they have integrated sustainability into every aspect of their operations at their head office in Cape Town.
How to harness it
Going green doesn’t mean having to overhaul your entire business. Small, sustainable changes are key:
✅ Conduct a sustainability audit: Start by assessing your current environmental impact. Identify areas where you can make improvements, such as reducing waste, conserving energy, or using sustainable materials.
✅ Set measurable goals: Whether it's optimising your delivery route to minimise petrol usage, or sourcing eco-friendly materials, set clear sustainability goals that make sense for your business.
✅ Tell your customers: If, for example, you change your packaging to eco-friendly materials, let your customers know that it’s part of your sustainability commitment. This shows them you’re taking tangible steps towards a better environment.
4. The Growth of Social Commerce
Social commerce (the fusion between social media and e-commerce) is a game-changer in the retail industry.
This year, 98% of consumers are expected to make purchases through social media platforms. The catalyst behind this growth is the integration of shoppable posts and storefronts within social media, which let users shop without leaving the app.
It’s convenient, it’s engaging, and it’s transforming the way we think about online shopping.
This feature was rolled out in South Africa but, in August 2023, a major change took place. Instagram began requiring businesses to use Checkout on Facebook and Instagram to activate in-app shopping—and this feature is only available to websites based in the United States.
Although direct shopping on Facebook and Instagram is no longer available locally, it signals a broader trend within the online shopping space that South African businesses can still tap into.
How to harness it
Here’s how you can leverage the benefits of social commerce without relying on social shopping features:
✅ Engage with user-generated content: Encourage your customers to share their experiences with your products. This not only builds credibility but also creates community around your brand.
✅ Use social media for customer service: Offer top-notch customer service via social media platforms. Quick and helpful responses can enhance customer satisfaction and encourage repeat business.
✅ Make shopping easier: Whether it’s displaying pricing on your Savvy website , signing up for payment links, or setting up a WhatsApp for Business account, look for ways to simplify shopping so customers are more likely to convert.
Ready to make your mark in 2024 and ensure your customers can easily connect with you? Sign up for Savvy today . Build your one-page website and take the first step towards embracing these business trends.