Digital Commerce Acceleration

Key Figures:

• 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
• Unreliable delivery
• Limited details about product
• False advertising
• Difficult return process

What Matters Most to South-African Shoppers:

• Smooth Checkout
• Buying vs Browsing
• Delivery choice
• Service matters
• Protect my data
• Clear returns and refunds
• A brand you can trust
• buying vs browsing

Online shopping behaviour report in South Africa. Objectives:

1. Investigating what consumers expect in terms of online shopping experiences
2. Uncovering what drives consumer expectations
3. Determining the concerns and barriers against online purchasing
4. Investigating consumer profiles and their nuances across the South African population for online shopping
5. Investigating the key positive and negative consumer perceptions regarding online shopping

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