An overview on the current state of digital commerce in South Africa
South-Africa’s E-commerce was an estimated US$3bn in 2019
With a 37% e-commerce penetration, approximately 22 million consumers shopped online in 2020.
South African consumers mostly used food delivery services weekly (36%), online retailers monthly (42%) and online classifieds less than once a month (34%).
The increase in online shopping in South Africa presents an exciting growth opportunity for retailers, wholesalers and manufacturers. To accelerate digital commerce in South Africa, research indicates that it will become increasingly important to design offerings that solve specific consumer concerns and use consumer insights to strengthen differentiation.
Top 5 Pain points for Shoppers shopping online:
Lack of security
Limited details about product
Difficult return process
What Matters Most to South-African Shoppers:
Buying vs Browsing
Protect my data
Clear returns and refunds
A brand you can trust
buying vs browsing
Online shopping behaviour report in South Africa. Objectives:
Investigating what consumers expect in terms of online shopping experiences
Uncovering what drives consumer expectations
Determining the concerns and barriers against online purchasing
Investigating consumer profiles and their nuances across the South African population for online shopping
Investigating the key positive and negative consumer perceptions regarding online shopping