South Africa B2C E-Commerce Market 2019 code:1437

South Africa B2C E-Commerce Market 2019
OVERVIEW
TABLE OF CONTENTS
COMPANIES MENTIONED
Countries Covered: South Africa
Pages: 49
Publication Date: 05/06/2019
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Questions Covered in the report:
  • What is the current state and the prospects of B2C E-Commerce in South Africa?
  • How does the infrastructure necessary for evolvement of online retail develop in South Africa?
  • What are the major B2C E-Commerce trends in South Africa?
  • Which product categories are most purchased by online shoppers in this country?
  • Who are the key competitors in South Africa’s E-Commerce?

Key findings:

South Africa’s B2C E-Commerce share of retail to increase by 2022

Online share of retail sales in South Africa is small

B2C E-Commerce accounted for around just 1% of South Africa’s total retail sales in 2018, compared to double-digit shares in the world’s top 3 digital markets worldwide, China, the USA and the UK. However, online shopping is gaining traction as online pure plays and store-based retailers are investing in developing the digital channel and winning consumers’ trust. By 2022, E-Commerce’s share of total retail sales could nearly double, according to a projection cited by yStats.com in the new publication.

South Africa’s online shopper numbers are rising

As of 2018, nearly one in two connected consumers in South Africa made purchases online. With Internet penetration on the rise, the number of online shoppers is also projected to increase. Furthermore, there is room for growth in terms of buying frequency: around two in three online shoppers buy once every three months or less often, according to surveys cited in the yStats.com report. The leading product categories purchased by South African shoppers digitally include books, fashion, beauty and personal care.

Local players dominate South Africa’s B2C E-Commerce

The yStats.com report also reveals that an increasing number of online consumers in South Africa shop via smartphone. Over the past two years, their share expanded by more than +20 percentage points, while the number of those buying via desktop computers declined. In addition to M-Commerce, another important trend is cross-border shopping. More than half of online shoppers in South Africa make purchases on foreign websites. The leading international online shopping destinations include the U.S., China and the UK. However, high delivery costs and import duties favor local platforms such as Nasper’s Takealot.

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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. Users & 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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  • Amazon.inc
  • Bidorbuy.com Inc
  • DHL Worldwide Express
  • GumTree.com Limited
  • Jumia Technologies AG
  • Naspers Ltd.
  • OLX Inc.
  • Spree Commerce Inc
  • Superbalist Pty Ltd
  • Takealot Online (Pty) Ltd.
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