Amazon has opened a walk-in centre in Cape Town to support South African entrepreneurs selling on its marketplace. This initiative offers in-person registration, training, product assistance, and logistics guidance, aiming to bridge the gap between local sellers and Amazon's vast customer base. The centre addresses challenges faced by small businesses in navigating e-commerce, offering accessible support and localisation strategies. This investment is part of Amazon's broader commitment to fostering economic growth and technological innovation in South Africa. The centre's success hinges on overcoming obstacles like internet access and digital literacy limitations among small businesses.