Market Research Logo

South Africa B2C E-Commerce Market 2015

South Africa B2C E-Commerce Market 2015

Online Retail Growing in South Africa

Though lagging behind other regions in development of online retail, African B2C E-Commerce is expected to rise, stimulated by increasing Internet penetration, improving infrastructure and especially the rise of mobile.

South Africa is one of the continent’s leaders in online retail development. It is significantly ahead of many other African countries in terms of infrastructure indicators such as Internet, smartphone and payment card penetration. An important development in South Africa is the declining share of online spending made on foreign websites. Fear of hidden charges and convenience of buying from local merchants are cited as major reasons for not buying cross-border. Nevertheless, the US-based global merchant Amazon ranks among the most visited E-Commerce websites in the country, while the two largest South African online merchants Kalahari.com and Takealot.com have merged to join forces against increased local and international competition.

Overall, South African B2C E-Commerce market potential is still largely untapped, as online accounted for only slightly more than 1% of total retail sales last year.


1. Management Summary
2. Regional & International Comparisons
Breakdown of B2C E-Commerce Sales, by Regions, incl. Middle East and Africa, in %, 2013 & 2018f
Online Shopper Penetration, by Region, in % of Internet Users, incl. Middle East & Africa, 2013 - 2018f
B2C E-Commerce Sales, in USD billion, 2013 & 2018
Share of Consumers who Prefer to Shop Online, in % of Consumers who Connect to the Internet at Least Once a Week, by Selected Countries, incl. South Africa and Nigeria, July 2014
Leading Online Activities, in % of Internet Users who Use the Internet at Least Once a Week, by Selected Countries, incl. South Africa and Nigeria, July 2014
Product Categories Purchased Online, in % of Online Shoppers, by Selected Countries, incl. South Africa and Nigeria, July 2014
Online Shopping Destinations, in % of Internet Users Who Use the Internet at Least Once, by Selected Countries, incl. South Africa and Nigeria, July 2014
Share of Consumers Shopping Online Weekly and Monthly, in %, by Selected Countries and Territories, incl. South Africa, 2013
Online Shopper Penetration, in % of Respondents, by Egypt, Kenya, Morocco, Nigeria and South Africa, 2013
Share of Respondents who Do Not Shop Online Because of Concerns about Safety of Online Payment Transactions, by Egypt, Kenya, Morocco, Nigeria and South Africa, in %, 2013
Share of Respondents Who Shopped or Intend to Shop via Mobile Phones, in %, by Egypt, Kenya, Morocco, Nigeria and South Africa, 2013
Number of Internet Users, by Egypt, Nigeria and South Africa, in millions, 2013 - 2018f
Internet Penetration, by Selected Countries, in % of Population, 2013
Mobile Phone Users, in millions, and Penetration, in % of Population, by Egypt, Nigeria and South Africa, 2013 - 2018f
Smartphone Users, in millions, and Penetration, in % of Mobile Phone Users, by Egypt, Nigeria and South Africa, 2013 - 2018f
Payment Card Penetration per 100 Inhabitants, by Egypt, Kenya, Morocco, Nigeria and South Africa, 2013
3. Overview
B2C E-Commerce Overview and International Comparisons, January 2015
4. Trends
Smartphone Penetration, in % of Mobile Phone Owners, and Share of Internet Users Using Smartphones to Access the Internet, in %, June 2014
Share of Smartphone Users Purchasing via Mobile, in %, June 2014
Share of Mobile Shoppers on Active Mobile Internet Users, in %, 2012 & 2013
Share of Online Spending Made on Foreign Websites, in %, 2012 – 2014
Barriers to Buying Cross-Border, in % of Online Shoppers, 2014e
5. Sales & Shares
B2C E-Commerce Sales, in ZAR billion, 2012 - 2014e
Share of B2C E-Commerce on Total Retail Sales, in %, 2014e
6. Users & Shoppers
Internet Penetration, in % of Individuals, 2009 – 2013
Internet Penetration on Households, in %, by Access at Home and Other Places, 2012 & 2013
Types of Internet Access by Place of Access, in % of Households, by Metropolitan, Urban, Rural and Total, 2013
Number of Internet Users, in millions, 2010 - 2018f
Number of Internet Users, in millions, 2013 - 2018f
Number of Online Shoppers, in millions, 2012 & 2013
7. Products
Products Purchased Online, incl. “Clothes and Accessories”, in % of Online Shoppers, April 2014
8. Payment
Breakdown of Online Shopping Transactions, by Payment Methods, in %, 2013
Online Payment Methods Used in B2C E-Commerce, in % of Online Shoppers, December 2013
Breakdown of Online Payment Methods Preferred in B2C E-Commerce, in % of Online Shoppers, December 2013
Credit Cards Used in B2C E-Commerce, by Brands, in % of Online Shoppers who Pay with Credit Cards, December 2013
9. Delivery
Breakdown of Preferred Delivery Time, in % of Online Shoppers, and Share of Online Shoppers Willing to Use Pick-Up and Pay on Collection Option, in % of Online Shoppers, December 2013
10. Players
B2C E-Commerce Players Overview, January 2015
Most Visited E-Commerce Websites, in % of Active Internet Users, 2014e
Top 10 E-Commerce Websites, by Unique Visitors, in thousands, April 2014
E-Commerce Websites where “Clothing and Accessories” are Purchased from, in % of Online Shoppers buying Clothing and Accessories, April 2014

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report