SA’s Internet costs may be high, the speeds slow in comparison with peers, and the local consumer very wary of online transactions. But that has not stopped HomeChoice International from capitalising and achieving great sales in the e-commerce space.HomeChoice is a seller of a range of household goods including bedding, furniture, appliances and loan products. With no brick-and-mortar stores, the company peddles its wares through mail order, the Internet and cellphones as well as call centres. Sales via digital channels grew 30% in the year to December and were the group’s fastest-growing platform. In fact, online sales have proved to be the fastest-growing channel for the company in the past four years.On the retail side, HomeChoice sells homeware merchandise on credit. The product offering has broadened under the FoneChoice brand to include personal electronics.In financial services under FinChoice, it provides unsecured personal loans. The company leverages the retail customer da...

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