South Africa, Aug. 21 -- That is according to the 2026 South African Customer Experience Report, which finds that financial pressure and the rapid adoption of AI search are reshaping the retail customer journey.

Now in its eighth year, the report draws on research among 2,000 consumers and 56 business executives conducted during the second quarter of 2026. It is produced by Rogerwilco CEO, Charlie Stewart; ovatoyou founding director, Amanda Reekie and CX consultant Julia Ahlfeldt.

Value is becoming the deciding factor

With inflation at 5% and economic growth remaining weak, consumers are increasingly scrutinising every purchase.

The report finds that 72% of consumers say their financial position has either stagnated or deteriorated ov...