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South Africa B2C E-Commerce Market 2019

South Africa B2C E-Commerce Market 2019

South Africa sees rising E-Commerce share

M-Commerce drives the growth of online shopping in South Africa
With just around 1% of retail sales online, B2C E-Commerce market in South Africa has a high growth potential. With Internet and online shopper penetration rates rising, B2C E-Commerce sales in South Africa are projected to reach new heights by 2022. The top market trend driving future growth is mobile shopping: consumers in South Africa prefer to use smartphones over computers when buying online, according to a recent survey cited by yStats.com.

Leading international and local players in South African E-Commerce
The leading product categories purchased by South Africans online include clothing, books and beauty products. When shopping online, consumers in this country prefer local E-Commerce platforms like Takealot and Bidorbuy, although the share of those shoppers who buy internationally is also significant. The top destination for international shopping is Amazon, according to rankings contained in the yStats.com report.


1. Management Summary
2. Overview & International Comparisons
B2C E-Commerce Market Overview, May 2019
B2C E-Commerce Share of Total Retail Sales, by Selected Countries Worldwide, incl. South Africa, in %, 2018e
Internet Penetration in South Africa, in % of Individuals, Compared to Egypt, Kenya, Morocco, Nigeria, 2017
Internet Penetration in South Africa, in % of Population, Compared to Nigeria and Sub-Saharan Africa, 2017 - 2022f
Breakdown of Mobile Phone Ownership in South Africa, by Smartphone, Other Mobile Phone and No Mobile Phone, in % of Adults, Compared to Ghana, Kenya, Nigeria, Senegal, Tanzania, 2017
3. Trend
Breakdown of Internet Traffic by Device, in %, 2018
Devices Used for Shopping Online, in % of Online Shoppers, 2016 & 2018e
Shopping-Related Activities Carried Out Online, in % of Individuals, 2018
Webrooming and Showrooming Penetration, in % of Internet Users, September 2018
Cross-Border Online Shoppers Penetration, in % of Online Shoppers, 12 Months to May 2018
Top 3 Countries Purchased from in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in South Africa, May 2018
Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers, May 2018
4. Sales & Shares
B2C E-Commerce Sales, in ZAR billion, 2016 - 2023f
B2C E-Commerce’s Share of Total Retail Sales, 2018 - 2023f
B2C E-Commerce Sales, in ZAR billion, 2015 - 2020f
B2C E-Commerce’s Share of Total Retail Sales, 2018 & 2022f
5. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2017 - 2022f
Online Shoppers Penetration, in % of Internet Users, August 2018
Breakdown of Frequency of Online Shopping, in % of Online Shoppers, August 2018
Breakdown of Barriers to E-Commerce, in % of Internet Users Who Do Not Shop Online, August 2018
6. Products
Breakdown of Product Categories Purchased Online, in % of Online Shoppers, August 2018
Top 3 Product Categories Purchased Online, in % of Online Shoppers, May 2018
7. Payment
Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, 2017 & 2018
Payment Methods Used in Cross-Border E-Commerce, in % of Cross-Border Online Shoppers, May 2018
Breakdown of Likelihood of Using Mobile Payments Next Year, in % of Internet Users, Q1 2018
8. Delivery
Breakdown of Factors That Would Encourage to Shop Online More, incl. Delivery-Related, in % of Online Shoppers, August 2018
Delivery-Related Barriers to Cross-Border Shopping, in % of Cross-Border Online Shoppers, May 2018
Breakdown of Delivery Methods Used in Online Shopping, in % Online Shoppers, 2018e
9. Players
B2C E-Commerce Players Overview, May 2019
Top 5 Online Shopping Websites, incl. Total Website Visits on Desktop and Mobile, in millions, South Africa’s Share of Total Visits on Desktop, in %, March 2019

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