Woolworths says its WConnect department, which stocks various tech products like smartphones, gaming tech, and accessories, has evolved since its in-store-only launch over two decades ago.

The retailer quietly made WConnect available online in November 2023.

“It began as an in-store-only hub that sold cell phones, and today, it is a registered trademark housing the entire Woolworths technology, gaming, and handset business,” the retailer told Techbrunch.

Most popular products

Woolworths said smartphones are the most popular products the WConnect department sells, followed by accessories and gaming products.

“During our most recent Black Friday campaign, we sold more Samsung A05 devices than any other handset,” it added.

The retailer said its customers can expect even more products in the WConnect catalog soon, some of which will be “exciting household brands.”

Woolworths launched the WConnect department in-store in the early 2000s.

“WConnect can be found in 140 physical Woolies stores and, as of November 2023, can now be shopped online too,” said Woolworths.

Categories listed on the webpage include wearable technology, cellular accessories, gaming, and laptops and tablets. It also lists brand-specific smartphone deals on the main page.

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Popular products found in store

It stocks several prominent smartphone brands, including Apple, Hisense, Honor, Huawei, Nokia, Realme, Samsung, Vivo, and Xiaomi.

Its gaming products include PlayStation 5 Slim Disc consoles and bundled deals, the Xbox Series X, and various gaming accessories.

WConnect also lists Apple iPads and MacBook Air laptops, an HP Pavilion 15 i7 laptop with 16GB of RAM and 512GB of SSD storage, and various Android tablets.

The department also sells various accessories, including phone covers, charging bricks, power banks, and audio equipment like wireless speakers and headphones.

“With over 100 Connect counters across the country, you can now shop Woolworths WConnect online,” said Woolworths.

“Whether you’re a multitasking mogul or capturing your moments in stunning detail, we’ve got the perfect device to match your lifestyle.”

The retailer has also opened Apple Kiosks at its stores in some malls, including its Menlyn Park and Sandton City stores.

An SMS sent to customers promised that the kiosks would offer significant discounts for large purchases.

“Get R1,600 off when you purchase any Apple products for R10,000 or more and pay with your Woolies card in a single transaction before 30 June,” the SMS read.

Apple price showdown

An early MyBroadband comparison revealed that, while WConnect’s catalogue was limited at the time, it offered better pricing than iStore for the latest flagship Apple smartphones.

This is still true for the iPhone 16 Pro Max. However, it offers similar pricing to iStore for the iPhone 16e and the base iPhone 16.

WConnect lists the 256GB variant of the iPhone 16 Pro Max for R29,999, while the iStore and DigiCape both charge R30,499 for the same device.

WConnect and iStore charge the same price, R18,999, for the 128GB iPhone 16, while Digicape’s pricing is R500 less, at R18,499.

All three retailers charge the same price for the 128GB and 256GB variants of Apple’s latest smartphone, the mid-range iPhone 16e, at R14,999 and R19,499, respectively.

The Cupertino-based tech giant

The Cupertino-based tech giant unveiled the iPhone 16e, which replaces the 2022 iPhone SE, in mid-February 2025.

Their pricing for the 128GB variant of the iPhone 16e is significantly lower than the recommended retail price for the mid-ranger, which is set at R15,999.

However, South Africans generally get a bit of a raw deal, with Apple’s launch price for the iPhone 16e being $599 (R10,717 excl. VAT and duties).

The retailer also offers the best pricing for the iPhone 15 Pro 256GB, R22,599, which is R3,400 higher than WConnect’s price. iStore doesn’t currently list the iPhone 15 Pro 256GB.

WConnect and iStore offer similar pricing for the 256GB iPhone 15 Pro Max at R28,999.

The department currently only lists one Apple MacBook — the 13-inch M1 MacBook Air with 256GB of storage — but it is significantly cheaper than iStore’s price for the same laptop.

WConnect charges R13,999 for the 13-inch M1 MacBook Air, R1,000 less than Apple’s R14,999 price tag for the same laptop.

The table below compares WConnect, iStore, and DigiCape pricing for various Apple products.