Africa B2C E-Commerce Market 2018 code:1362

Africa B2C E-Commerce Market 2018
OVERVIEW
TABLE OF CONTENTS
COMPANIES MENTIONED
Countries Covered: Egypt, Kenya, Morocco, Nigeria, South Africa
Pages: 130
Publication Date: 21/03/2018
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Questions Covered in the report:
  • What are the main drivers and barriers of B2C E-Commerce growth in Africa?
  • How high is online shopper penetration in selected markets in Africa?
  • What are the current and future growth rates of online retail sales in South Africa, Egypt and Nigeria?
  • Which payment methods are preferred by Africa’s online shoppers?
  • Who are the leading E-Commerce market players in this region?

Key Findings: Africa’s B2C E-Commerce on an expansion course

Africa’s B2C E-Commerce market is in the early stages of development and accounts for below one percentage point of global online retail sales, as figures in the yStats.com report show. Nevertheless, some countries on the continent have seen rapid growth of digital commerce, driven by improving connectivity rates, especially mobile Internet. Africa has the world’s highest share of Internet traffic stemming from mobile devices – smartphones and tablets. In countries such as Kenya, the vast majority of Internet connections are comprised of mobile data subscriptions.

South Africa is the region’s largest B2C E-Commerce market. Although online shopper penetration reached just about one in ten Internet users in 2017, online retail sales have been growing by double-digit rates, according to data cited in the yStats.com report. Also in Egypt, robust growth is expected through 2020, with Internet penetration on the rise and the government having adopted a national E-Commerce strategy to boost the sector’s development. In Nigeria, E-Commerce sales are expected to maintain strong growth due to current low penetration, despite the recent economic downturn which has affected several top online retailers. Furthermore, online shopping is gaining traction in Morocco, with the percentage of Internet users making purchases online nearly doubling between 2015 and 2016, and in Kenya, this share grew even more rapidly and reached a double-digit figure as of 2017.

Clothing and electronics are among the top categories purchased by online shoppers in Africa, while their favorite payment methods include cash on delivery, credit card and mobile money services, with some variation among the countries covered in the yStats.com report. Jumia Group has emerged as the region’s strongest B2C E-Commerce player, registering over three million customers across multiple countries in Africa. Other popular online shopping platforms include Takealot in South Africa, Konga in Nigeria, Souq.com in Egypt, and Kilimall in Kenya, among others. Furthermore, international E-Commerce sites such as Amazon.com, eBay.com and Aliexpress.com are popular destinations for digital consumers in Africa, as are sellers on social media, such as Facebook.

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1. Management Summary

2. Regional

  • Breakdown of Global B2C E-Commerce Sales by Region, incl. the Middle East and Africa, in %, 2016 & 2021f
    Global B2C E-Commerce Sales, in USD billion, B2C E-Commerce Share of Total Retail Sales, in %, and CAGR, in %, by Region, incl. the Middle East and Africa, 2011, 2016 & 2021f
  • Number of Internet Users Worldwide, in millions, and Penetration, in % of Population, by Region, incl. Africa, 2012-2017e
  • Breakdown of Internet Traffic Worldwide by Device, in %, by Region, incl. Africa, February 2018
  • Retail E-Commerce Sales in the Middle East and Africa, in USD billion, and Share of Total Retail Sales, in %, 2016-2021f
  • Selected Socio-Economic Characteristics, incl. Population, in thousands, GDP, in USD million, Y-o-Y Change in GDP, in %, GDP per Capita, in USD, and GDP per Capita PPP, in International Dollars, by Egypt, Kenya, Madagascar, Morocco, Nigeria, South Africa, and Tunisia, 2016
  • Breakdown of Population by Financial Inclusion Status, in %, by Ghana, Kenya, Madagascar, Nigeria, Rwanda, South Africa, Togo, and Zambia, 2015/2016
  • Selected ICT Indicators, by Egypt, Kenya, Morocco, Nigeria, South Africa, Tunisia, Mauritius, Compared to Regional (Africa) and Worldwide, 2016
    Internet Penetration, in % of Individuals, by Selected Countries in Africa, 2016
  • Internet Connection Speed (IPv4), by Average Mbps, Peak Mbps, Year-On-Year Change, in %, and Global Rank, by Egypt, Kenya, Morocco, Namibia, Nigeria and South Africa, Compared to Global Average, Q1 2017
  • Broadband Speed Adoption Rates, in % of IPv4 Addresses, by % Above 4 Mbps, % Above 10 Mbps, and % Above 15 Mbps, by Egypt, Kenya, Morocco, Namibia, Nigeria and South Africa, Compared to Global Average, Q1 2017
  • Average Internet Speed on Mobile Connections (IPv4), in Mbps, by Egypt, Kenya, Morocco, Namibia, Nigeria and South Africa, Q1 2017
    Breakdown of Internet Traffic by Device, in %, by Egypt, Ghana, Kenya, Madagascar, Morocco, Nigeria, Rwanda, South Africa, Togo, Zambia, Compared to Worldwide, February 2018
  • Share of Internet Users Accessing the Internet via Smartphone, in %, by Egypt, Kenya, Morocco, Nigeria, South Africa, Q2 2017
  • Online Activities Performed via Smartphone at Least Weekly, in % of Internet Users, by Kenya, Morocco, Nigeria and South Africa, 2017
  • Online Activities Performed via Computer at Least Weekly, in % of Internet Users, by Kenya, Morocco, Nigeria and South Africa, 2017
  • Breakdown of Frequency of Shopping Online, in % of Internet Users, by Egypt, Kenya, Nigeria, Tunisia, South Africa, Compared to Global, Q1 2017
  • Share of Internet Users Who Do Not Buy Online Due to Lack of Trust, in % of Internet Users Who Do Not Shop Online, by Egypt, Kenya, Nigeria, Tunisia, South Africa, Compared to Global, Q1 2017
  • Online Shoppers in Africa, by Country, incl. Egypt, Ghana, Kenya, Mauritius, Morocco, Nigeria, South Africa, Uganda, Zambia, Zimbabwe, in % of Internet Users, in % of Population and in millions, 2016 or Latest Available Year
  • Top Product Categories Purchased Online During Black Friday Sale, in % of Online Shoppers, by Kenya, Nigeria and South Africa, December 2017
  • Breakdown of Websites Preferred for Online Shopping, in % of Online Shoppers, December 2017
  • Top 3 Payment Methods Preferred in Online Shopping, in % of Online Shoppers, December 2017
  • Payment Methods Most Used in Online Shopping, in % of Online Shoppers, by Ghana, Kenya, Nigeria, South Africa, Uganda, December 2016

3. South Africa

3.1. Overview

  • B2C E-Commerce Market Overview and International Comparisons, March 2018

3.2. Trends

  • Types of Internet Access, in % of Households, by Metro, Urban, Rural and Total, 2016
  • Breakdown of Devices Preferred in Online Shopping, in % of Online Shoppers, August 2017
  • Share of Online Shoppers Who Buy At Least Monthly via Mobile/Smartphone, in %, 2016
  • Breakdown of Online Shoppers by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Shoppers Only, in %, October 2016

3.3. Sales & Shares

  • B2C E-Commerce Sales, in ZAR billion, 2015 – 2016 & 2021f
  • B2C E-Commerce Share of Retail Sales, in %, by Non-Grocery Retail Sales and Total Retail Sales, in %, 2016

3.4. Users & Shoppers

  • Internet Penetration, in % of Individuals, 2011 – 2016
  • Number of Internet Users, in millions, 2016 & 2017e
  • Online Shopper Penetration, in % of Internet Users, Compared to the Global Average, Q2 2017
  • Share of Internet Users Shopping Online, in %, and Breakdown of Intention to Shop Online Among Non-Online Shoppers, in %, August 2017
  • Breakdown of Frequency of Shopping Online, in % of Online Shoppers, August 2017
  • Breakdown of Barriers to E-Commerce, in % of Internet Users Who Do Not Shop Online, August 2017
  • Share of Online Shoppers Who Believe Their Credentials Are Not Safe When Shopping Online, in %, March 2017

3.5. Products

  • Internet Penetration, in % of Individuals, 2011 – 2016
  • Number of Internet Users, in millions, 2016 & 2017e
  • Online Shopper Penetration, in % of Internet Users, Compared to the Global Average, Q2 2017

3.5. Products

  • Product Categories Purchased Online, in % of Online Shoppers, 2016
  • Breakdown of Latest Online Purchase by Product Categories, in % of Online Shoppers, August 2017
  • Breakdown of Attitude Toward Online Grocery Shopping, in % of Internet Users, 2016

3.6. Payment

  • Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, August 2017

3.7. Delivery

  • Breakdown of Factors that Would Encourage to Shop Online More, in % of Online Shoppers, August 2017
  • Breakdown of Delivery Speed and Delivery Cost in Latest Online Purchase, in % of Online Shoppers, August 2017

3.8. Players

  • Overview of B2C E-Commerce Market Players, March 2018
  • Top Online Shops by Market Share, in % of B2C E-Commerce Sales, 2016

4. Egypt

4.1. Overview

  • B2C E-Commerce Market Overview and International Comparisons, March 2018

4.2. Trends

  • Devices Used to Access the Internet, in % of Adults, July 2017
  • Shopping Activities Conducted Online, in % of Individuals, 2016 & 2017
  • Breakdown of Online Shoppers by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Shoppers Only, in %, October 2016

4.3. Sales & Shares

  • E-Commerce Sales, by Airline Tickets, Retail, Entertainment, and Travel, in USD billion, 2015 & 2016
  • B2C E-Commerce Sales, in USD million, 2015/2016 & 2019/2020

4.4. Users & Shoppers

  • Number of Internet Users, in millions, and Penetration, in % of Population, 2010 – 2016
  • Share of Internet Users Who Researched Goods or Services Online and Who Purchased Online, in %, 2016
  • Top 3 Reasons for Not Shopping Online, in % of Internet Users Not Shopping Online, 2016

4.5. Products

  • Top 3 Product Categories Purchased Online, in % of Online Shoppers, 2016
  • Product Categories Purchased Online, in % of Online Shoppers, 2016

4.6. Payment

  • Top 3 Payment Methods Preferred in E-Commerce, in % of Online Shoppers, 2016
  • Top 3 Payment Methods Used in E-Commerce, in % of Online Shoppers, 2016

4.7. Players

  • Share of Enterprises Selling Online and Buying Online, in %, by Size, 2016/2017
  • Website Traffic Shares of the Leading Online Shopping Websites, in %, February 2015 & February 2017

5. Nigeria

5.1. Overview

  • B2C E-Commerce Market Overview and International Comparisons, March 2018

5.2. Trends

  • Breakdown of Internet Traffic by Device, in %, February 2018
  • Share of Online Shoppers Preferring to Shop Online via Mobile Phone, in %, 2016
  • Breakdown of Online Shoppers by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Shoppers Only, in %, October 2016

5.3. Sales & Shares

  • E-Commerce Sales, in USD billion, 2016 & 2020f

5.4. Users & Shoppers

  • Internet Penetration, in % of Individuals, 2011 – 2016
  • Share of Internet Users Shopping Online At Least Weekly, in % of Internet Users, by Computer and Smartphone, 2017

5.5. Products

  • Breakdown of Product Categories Purchased Online, in % of Online Shoppers, August 2016

5.6. Payment

  • Breakdown of Payment Methods Preferred in Online Shopping, in % of Online Shoppers, August 2016
  • Number and Value of Internet (Web) and Mobile Payment Transactions, in millions and in NGN billion, 2011- 2016 & H1 2017
  • Breakdown of Experience with Mobile Money, in % Adults, 2016
  • Main Purposes of Using Mobile Money Services, in % Mobile Money Users, 2016

5.7. Delivery

  • Breakdown of Preferred Delivery Features, in % of Online Shoppers, August 2016

5.8. Players

  • Overview of B2C E-Commerce Market Players, March 2018
  • Breakdown of Preferred Local Websites Preferred for Online Shopping, in % of Online Shoppers, August 2016
  • Top Online Shopping Websites, by Website Rank, incl. Category, Total Website Visits, in millions, Nigeria’s Share of Website Visits, in %, February 2018

6. Morocco

6.1. Overview

  • B2C E-Commerce Market Overview and International Comparisons, March 2018

6.2. Trends

  • Smartphone Penetration, in % of Mobile Phone Owners, by Age Group and Total, 2016
  • Mobile Shopper Penetration, in % of Mobile Internet Users, 2015 & 2016
  • Breakdown of Origin of Sites Used to Purchase Online, by National and International Sites, in % of Online Shoppers, 2016

6.3. Sales & Shares

  • Number of E-Commerce Transactions Made with Bank Cards, in millions, and Value, in MAD million, by Domestic Bank Cards and Domestic and Foreign Bank Cards (Total), 2012 – 2017

6.4. Users & Shoppers

  • Internet Penetration, in % of Individuals, 2011 – 2016
  • Online Shopper Penetration, in % of Internet Users, 2015 & 2016
  • Online Shopper Penetration, in % of Internet Users, by Urban and Rural, and by Male and Female, 2016
  • Breakdown of Number of Purchases Made Online, in % of Online Shoppers, 2016
  • Breakdown of Main Motivations to Shop Online, in % of Online Shoppers, 2016

6.5. Products

  • Breakdown of Product Categories Purchased Online, in % of Online Shoppers, 2016

6.6. Payment

  • Main Barriers to Online Shopping, incl. Payment-Related, in % of Internet Users, 2016

6.7. Delivery

  • Problems Encountered When Shopping Online, incl. Delivery-Related, in % of Online Shoppers, 2016

6.8. Players

  • Top Online Shopping Websites, by Website Rank, incl. Category, Total Website Visits, in millions, Morocco’s Share of Website Visits, in %, February 2018

7. Kenya

7.1. Overview

  • B2C E-Commerce Market Overview and International Comparisons, March 2018

7.2. Trends

  • Mobile Share of Internet Subscriptions, in %, Q3 2017

7.3. Sales & Shares

  • B2C E-Commerce Sales, in KES billion, 2015* & 2016

7.4. Users & Shoppers

  • Internet Penetration, in % of Individuals, 2011 – 2016
  • Online Shopper Penetration, in % of Internet Users, 2014 & 2017
  • Breakdown of Factors Most Important When Shopping Online, in % Online Shoppers, November 2016

7.5. Products

  • Breakdown of The Latest Online Purchase by Product Categories, in % of Online Shoppers, November 2016

7.6. Payment

  • Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, November 2016
  • Mobile Payment Statistics, incl. Number of Transactions, in millions, Value of Transactions, in KES billion, Number of Accounts, in millions, and Number of Agents, in thousands, 2008 – 2017

7.7. Delivery

  • Modes of Delivery Used by Enterprises Engaged in Online Selling, in % of Enterprises Engaged in Online Selling, May 2016

7.8. Players

  • Share of Enterprises Engaged in Selling Online, by Enterprise Size, in %, May 2016
  • Top 2 Preferred E-Commerce Platforms, in % of Online Shoppers, November 2016
Read More
  • Amazon.com Inc
  • Avito.ma
  • Bidorbuy
  • CompuMe LLC
  • DealDey Ltd.
  • Diwan Bookstores
  • Facebook Inc
  • Jumia Group
  • Kilimall
  • Konga.com
  • Naspers Group
  • OLX Group
  • Pick n Pay Stores Ltd
  • Safaricom
  • Souq.com FZ-LLC
  • Takealot Online (Pty) Ltd.
  • Woolworths Holdings Ltd.
  • Yudala Ltd
  • eBay Inc
Read More

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