机构研究报告-E-commerce in South Africa-外文版培训课件

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TRENDSE-commerceinSouthAfricaCHAPTER

01OverviewNumberofusersofe-commerceinAfrica2019-2029(inmillions)Numberofusersofe-commerceinAfrica2019-2029180160152.4514014012010080128.62118.27107.1195.4784.4974.8362.26052.88202043.652019402002021202220232024202520262027202820293Description:Thenumberofusersinthee-commercemarketinAfricawasforecasttocontinuouslyincreasebetween2024and2029byintotal57millionusers(+59.7percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach152.45millionusersandthereforeanewpeakin2029.Notably,thenumberofusersofthee-commercemarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Africa;2019to2029Source(s):Statista;StatistaDigitalMarketInsightsPenetrationrateofthee-commercemarketinAfricafrom2019to2029Penetrationrateofe-commerceinAfrica2019-202916%13.79%14%12%10%8%13.42%13.22%13.14%13.14%13.2%13.09%13.1%12.29%11.72%11.28%6%4%2%0%201920202021202220232024202520262027202820294Description:Thepenetrationrateinthee-commercemarketinAfricawasforecasttocontinuouslyincreasebetween2024and2029byintotal0.7percentagepoints.Afterthethirdconsecutiveincreasingyear,theindicatorisestimatedtoreach13.79percentandthereforeanewpeakin2029.ReadmoreNote(s):Africa;2019to2029Source(s):Statista;StatistaDigitalMarketInsightsExpectedtotalmarketvolumeofelectronictransactionsinAfricafrom2020to2025,bytype(inbillions)ExpectedtotalmarketvolumeofelectronictransactionsinAfrica2020-2025,bytype202020251008890807060505941403020100231812DebitcardsElectronictransfersWallets5Description:From2020to2025,thetotalmarketvolumeofelectronictransactionsispredictedtodemonstraterapidgrowthinAfrica.By2025,walletscontributesthemosttothetotalmarketvolume,with88billionelectronicpaymentsoutofacombinedtotalof188billion.Electronictransfersareexpectedtofollowwith59billiontransactionsinthesameyear.ReadmoreNote(s):Africa;2020to2025Source(s):McKinsey&CompanyExpectedtotalmarketrevenueofelectronictransactionsinAfricafrom2020to2025,bytype(inbillionU.S.dollars)ExpectedtotalmarketrevenueofelectronictransactionsinAfrica2020-2025,bytype20202025161412108151596654420ElectronictransfersWalletsDebitcards6Description:Asof2020,cardtransactionscontributedapproximately40percenttothetotalmarketrevenueinAfrica,whichamountedto15billionU.S.dollarsoverall.By2025,thetotalmarketrevenueisexpectedtogrowatacompoundannualgrowthrateof152percent,withwalletscontributingmosttothisgrowth.However,bothwalletandcardtransactionsarepredictedtoaddthesameamountof15billionU.S.dollarstotheforecastedtotalof39billionU.S.dollars.ReadmoreNote(s):Africa;2020to2025Source(s):McKinsey&Company;Varioussources(Centralbankdata)DistributionofonlinepaymentmethodsinselectedAfricancountriesasof2022Mostpopularonlinepaymentmethodsin5countriesinAfrica2022CashCardBanktransferE-walletOther100%90%80%70%60%50%40%30%20%10%0%2%6%8%14%20%10%20%34%15%10%3%29%37%17%2%1%22%43%28%30%58%35%31%16%9%MoroccoEgyptKenyaNigeriaSouthAfrica7Description:Asof2022,cashwasthemainpaymentmethodusedinonlineretailinMorocco,Kenya,andEgypt,accountingfor58percent,35percent,and31percentofthetotal,respectively.Ontheotherhand,cashwasnotthatprevalentinSouthAfrica,where43percentofe-commercepaymentsoccurredbycard,and22percentbybanktransfer.InNigeria,mostdigitalbuyersusedcard-basedpayments(36percent)andbanktransfers(29percent).

ReadmoreNote(s):Kenya,Morocco,Nigeria,Egypt;2022Source(s):PPROCHAPTER

02DigitalusersPenetrationrateofthee-commercemarketinSouthAfricafrom2017to2027Penetrationrateofe-commerceinSouthAfrica2017-202770%60%50%40%59.7%57%54.1%51.7%49.4%45.8%41.6%37.3%34.9%32.2%29.3%30%20%10%0%201720182019202020212022202320242025202620279Description:Thepenetrationrateinthee-commercemarketinSouthAfricaispredictedtoincreaseby10.3percentagepointsbetween2023and2027.Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtopeakat59.7percentby2027.

ReadmoreNote(s):SouthAfrica;2017to2027Source(s):Statista;StatistaDigitalMarketInsightsNumberofinternetusersinSouthAfricafrom2013to2024(inmillions)DigitalpopulationofSouthAfrica2013-20245045.343.54540353025201510542.843.141.140.235.631.630.528.726.624.9020132014201520162017201820192020202120222023202410Description:AsofJanuary2024,therewere45.3millioninternetusersinSouthAfrica.Thiswasanincreaseofroughly1.8millionindividualscomparedtothepreviousyear.Thedigitalpopulationincreasedsignificantlyfromcloseto25millionin2013.ReadmoreNote(s):SouthAfrica;2013to2024Source(s):DataReportal;Meltwater;Varioussources;WeAreSocialNumberofmobileinternetusersinSouthAfricafrom2020to2029(inmillions)SouthAfrica:mobileinternetusers2020-20293025201525.8324.3421.3918.6516.1413.8211.729.839.021057.9020202021202220232024*2025*2026*2027*2028*2029*11Description:ThenumberofsmartphoneusersinSouthAfricawasforecasttocontinuouslyincreasebetween2024and2029byintotal12millionusers(+86.83percent).Aftertheninthconsecutiveincreasingyear,thesmartphoneuserbaseisestimatedtoreach25.83millionusersandthereforeanewpeakin2029.Notably,thenumberofsmartphoneusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):SouthAfrica;2020to2029;userswhoaccesstheinternetviamobilebroadbandconnectionregardlessofthedevice;*Forecast

ReadmoreSource(s):StatistaMediandownloadspeedofmobileandfixedinternetconnectionsinSouthAfricaasof2023(inmegabitspersecond)DownloadspeedofmobileandfixedinternetconnectionsinSouthAfrica2023SouthAfricaGlobal100908070605040302010090.2149.7148.6145.62CellularmobileinternetconnectionsFixedinternetconnections12Description:Asof2023,themediandownloadspeedformobileinternetconnectionsinSouthAfricawas49.71Megabitspersecond(Mbps),whichishigherthantheglobalmedianof48.61Mbps.However,themedianglobalfixedinternetconnectionspeedissignificantlyhigherthanthemedianvalueforSouthAfrica,withadifferenceof44.59Mbps.ReadmoreNote(s):SouthAfrica;November2023Source(s):DataReportal;Hootsuite;WeAreSocialPercentageofinternetuserswhoengagedinselectede-commerceactivitieseachweekinSouthAfrica2022WeeklyonlineshoppingactivitiesinSouthAfrica202260%50%40%30%20%10%0%47.7%28.8%23.1%12.4%5.6%PurchasedaproductorserviceonlineUsedanonlinepricecomparisonserviceOrderedgroceriesviaan

Boughtasecond-handitemvia

Usedabuynow,paylateronlinestore

anonlinestore

service13Description:TheshareofSouthAfricaninternetusersaged16to64whopurchasedaproductorserviceonlineweeklyreachednearly48percentasofthethirdquarterof2022.Furthermore,some29percentusedanonlinepricecomparisonserviceeachweek.Conversely,only5.6percentusedabuynowpaylaterservice.ReadmoreNote(s):SouthAfrica;Q32022;16-64yearsSource(s):DataReportal;GWI;Hootsuite;WeAreSocialCHAPTER

03OnlinemarketplacesLeadinge-commercesectorsinSouthAfricain2022Leadinge-commercesectorsinSouthAfrica202235%32%30%27%25%20%18%15%15%10%5%8%0%FashionToys,hobbies,andDIYElectronicsandmediaFurnitureandappliancesFoodandpersonalcare15/statistics/1267056/leading-e-commerce-sectors-in-south-africaIn2022,Fashionrepresentedtheleadinge-commercesegmentinSouthAfrica.Itaccountedfor32percentofthetotalvalue.Toys,hobbies,andDIYfollowedat27percent,whiletheelectronicsandmediasectorrankedthird,holding18percent.

ReadmoreNote(s):SouthAfrica;2022Source(s):PPROLargestonlinemarketplacesinSouthAfricain2023,bynumberofmonthlyvisits(inmillions)LargestonlinemarketplacesinSouthAfrica2023,bynumberofvisits12%10.5%10%8%6%4%1.9%2%0%0.57%Zando0.45%TbidorbuyAmazon16Description:AsofJune2023,TistheleadingonlinemarketplaceinSouthAfrica,with10.5millionvisitsfromaroundAfricapermonth.Bidorbuyrankssecond,with1.9millionvisitorspermonth.ReadmoreNote(s):SouthAfrica;June2023Source(s):WebRetailerDistributionofvisitorsonmajorSouthAfricanonlinemarketplacesin2023DistributionofvisitorsonmajorSouthAfricanonlinemarketplaces2023SouthAfricaOtherUnitedStatesofAmericaUnitedKingdomZimbabweMozambiquePolandAustraliaFranceNetherlands120%100%80%60%40%20%0%Zando.co.zaTbidorbuy.co.za17Description:AsofJuly2023,thee-commercefashionretailerZando.co.zaaccountedforthemajorityofSouthAfricanvisitors,with94.88percent.Tfolloweddirectlyafter,withashareof93.89percent.

ReadmoreNote(s):SouthAfrica;July2023Source(s):SimilarWebShareofonlineshoppersonmajorSouthAfricanmarketplacesfromQ1in2022and2023ShareofonlineshoppersonmajorSouthAfricanmarketplacesQ12022-2023Q12022Q1202370%60%50%40%30%20%10%0%66%62%12%11%10%9%Tbidorbuy.co.zaZando.co.za18Description:Inthefirstquarterof2023,Tisfollowinganincreasingtrend,with66percentofshoppersmakinguseoftheirsitetopurchaseaproduct.However,bidorbuy.co.zaandZando.co.zaaredemonstratingadecliningtrendinshoppers,withatwopercentdropsincethefirstquarterof2022.ReadmoreNote(s):SouthAfrica;Q12022and2023Source(s):StatistaConsumerInsightsCHAPTER

04MajorplayersMostpopularonlineshopsinSouthAfricaasofDecember2024MostpopularonlineshopsinSouthAfrica2024Shareofrespondents0%10%20%30%40%50%60%TSHEIN59%47%Clicks.co.zaTemu38%27%26%AmazonMakro.co.zaWoolworths.co.zaBashGame.co.zaSNike23%23%21%21%20%19%Homechoice.co.zaEdgars.co.za16%15%20Description:WeaskedSouthAfricanconsumersabout"Mostpopularonlineshops"andfoundthat"T"takesthetopspot,while"BobShop"isattheotherendoftheranking.ReadmoreNote(s):SouthAfrica;JanuarytoDecember2024;2030respondents;18-64yearsSource(s):StatistaConsumerInsightsMostpopulare-commercewebsitecategoriesinSouthAfricaasof2022,byaveragenumberofvisitsMaine-commercewebsitecategoriesinSouthAfrica,bytrafficvolume2022Numberofvisits10,000,00005,000,00015,000,00020,000,00019,171,86125,000,000ElectronicsRetailersGeneralFashion19,020,8285,299,412Sport1,927,524Health&Beauty696,79721Description:In2022,"electronics"wasthemostpopulare-commercewebsitecategoryinSouthAfricabywebtraffic.Theaveragemonthlyvisitstosuchwebsitesstoodatover19.1million,followedbythe"generalretail"categoryofgeneralretail(approximately19millionvisits).Moreover,trafficforfashionwebsitesreachedaround530,000.ReadmoreNote(s):SouthAfrica;2022;averagemonthlyvisitsSource(s):SemrushMostpopularappsinGooglePlayStoreintheshoppingcategoryinSouthAfricainJuly2021,bynumberofdownloads(in1,000s)PopularshoppingappsinGooglePlayStoreinSouthAfrica2021Numberofdownloadsinthousands050100150200250300350400SHEIN-TheHottestTrends&FashionWish-ShoppingMadeFun376.68235.59A-LeadingonlineB2BTradeMarketplaceTakealot–SA’s#1OnlineMobileShoppingAppCheckersSixty60199.11182.68111.28MrPrice47.24S|TheNo.1OnlineShoppingAppOnlineShopping-Fashion-Zando.co.zaMercadoLibre:comprafácilyrápidoeBay:Buysellandsaveonbrandsyoulove46.245.6637.6932.5822Description:AsofJuly2021,SHEINwastheleadingshoppingappinSouthAfrica.InGooglePlayStore,thisappwasdownloadedalmost380thousandtimes,accordingto.Wishfollowedwith236thousanddownloads.

ReadmoreNote(s):SouthAfrica;July2021Source(s):AirnowMostpopulariOSappsintheshoppingcategoryinSouthAfricainJuly2021,bynumberofdownloads(in1,000s)PopularshoppingappsforiPhoneinSouthAfrica2021Numberofdownloadsinthousands0102030405060SHEIN-OnlineFashionCheckersSixty6052.1315.2113.37Takealot-MobileShoppingAppS|FashionAppOneDayOnly7.746.054.53NikeWoolworths4.264.11MrPriceAppWooliesDash3.63.43Wish-ShoppingMadeFun23Description:AsofJuly2021,SHEINwastheleadingiOSshoppingappinSouthAfrica.IntheApplestore,thisappwasdownloadedover52thousandtimes,accordingto.CheckersSixty60,agrocerydeliveryservice,rankedasthesecondmostcommonshoppingappforiPhones,withsome15thousanddownloadsinJuly.ReadmoreNote(s):SouthAfrica;July2021Source(s):AirnowCHAPTER

05ConsumerbehaviourInterestsofonlineshoppersinSouthAfricain2022,byageInterestsofonlineshoppersinSouthAfrica2022,byageShareofinterest18-24years20%25-34years40%36%36%35-44years45-55years60%55-64years80%0%100%3%120%ClothingShoes25%24%25%25%11%11%13%3%Food&drinks22%21%15%36%37%25%26%30%4%3%3%3%3%3%3%4%ConsumerelectronicsHouseholdappliancesCosmetics&bodycareBooks,movies,music&gamesCars12%14%11%11%12%15%15%38%38%24%24%21%15%17%36%36%39%25%25%25%Furniture&householdgoodsDrugstore&healthproducts29%29%36%25Description:Asof2022,onlineshoppingwasmorecommonamongyoungerconsumersinSouthAfrica,withthelargestsharetakenupbythe25to34-year-oldagegroup.Theproductsofpreferencearevariedinthisagerange.However,thelargestproportionofrespondentsselectedcarsasaninterest,with39percent.ReadmoreNote(s):SouthAfrica;2022;1,741respondents;OnlineshoppersSource(s):ecommerceDB.comShareofonlineshoppersonmajorSouthAfricanmarketplacesin2023,byeducationlevelShareofonlineshoppersonmajorSouthAfricanmarketplaces2023,byeducationlevelNoformaleducation/primaryschoolTechnical/vocationaleducationDoctoraldegreeorequivalentLowersecondaryeducation*BachelordegreeorequivalentUppersecondaryeducation*Mastersdegreeorequivalent120%100%80%60%40%20%0%Tbidorbuy.co.zaZando.co.za26Description:In2023,arelativelyhighshareofconsumersfromthreemajorSouthAfricane-commercemarketplaceshaveabachelor'sdegreeorequivalent,withZando.co.zahavingthelargestpercentageshareof55percent.Bidorbuy.co.zashoppersfollowed,withaportionof49percentofthosesurveyed.ReadmoreNote(s):SouthAfrica;2023;1,735respondentsSource(s):StatistaConsumerInsightsShareofonlineshoppersonmajorSouthAfricanmarketplacesin2023,byincomelevelShareofonlineshoppersonmajorSouthAfricanmarketplaces2023,byincomelevelHighMediumLow120%100%80%60%40%20%0%21%34%20%32%28%35%48%45%37%Tbidorbuy.co.zaZando.co.za27Description:Asof2023,themajorityshareofconsumersfromthreemajorSouthAfricane-commercemarketplacesearnahighlevelofincome.Ofthesethree,Zando.co.zahasthehighestportionofhigh-incomeearners,with48percent.However,Thasthehighestshareoflow-incomeearners,with28percent.ReadmoreNote(s):SouthAfrica;2023;1,735respondentsSource(s):StatistaConsumerInsightsLeadingreasonsencouraginginternetuserstopurchaseonlineinSouthAfricain2023LeadingfactorsencouragingonlinepurchasesinSouthAfrica2023Shareofrespondents20%

30%0%10%40%50%60%70%FreedeliveryLoyaltypoints63.7%56.4%Next-daydelivery46%Easyreturnspolicy45.1%Clickandcollect39.9%38.9%36.9%34.8%AbilitytopaycashondeliveryCouponsanddiscountsFast,easyonlinecheckoutReviewsfromothercustomers"Likes"orgoodcommentsonsocialInterest-freepaymentsProductorcompanyiseco-friendly"Guest"check-out30%19.8%19.3%19.1%14.1%ExclusivecontentorservicesSocialbuybuttons10.6%8.4%28Description:Asof2023,around63.7percentofSouthAfricanssurveyedselectedfreedeliveryasthemainreasonforencouragingSouthAfricaninternetuserstofinalizeanonlinepurchase.Thepossibilitytoearnloyaltypointsrankedsecond,withaselectionfromalmost56.4percentofrespondents.ReadmoreNote(s):SouthAfrica;Q32023;16-64yearsSource(s):DataReportal;GWI;Meltwater;MetaPlatforms;WeAreSocialAttitudestowardsonlineshoppinginSouthAfricaasofDecember2024AttitudestowardsonlineshoppinginSouthAfrica2024Shareofrespondents0%10%20%30%40%50%60%70%67%CustomerreviewsontheinternetareveryhelpfulWhenIplanamajorpurchase,IalwaysdosomeresearchontheinternetfirstWhenIorderanitem,Ipreferexpressshipping64%42%40%38%Iprefertopurchasegoodsfromvarioussellersthroughthesameonlinemarketplace(e.g.,Amazon)IusuallymakemajornewpurchasesdirectlyviamysmartphoneortabletIusuallymanagehabitual/recurrentordersdirectlyviamysmartphoneortabletIwanttoseeandtouchanitembeforeIbuyit28%25%22%19%WhenIbuyanitem,IwanttoholditinmyhandthesamedayIamexcitedaboutusingAugmented&VirtualRealitywhileshoppingNoneoftheabove3%29Description:Whenaskedabout"Attitudestowardsonlineshopping",mostSouthAfricanrespondentspick"Customerreviewsontheinternetareveryhelpful"asananswer.67percentdidsoinouronlinesurveyin2024.

ReadmoreNote(s):SouthAfrica;JanuarytoDecember2024;2030respondents;18-64yearsSource(s):StatistaConsumerInsightsCHAPTER

06OnlinepaymentsMostcommononlinepaymentsbytypeinSouthAfricaasofDecember2024MostcommononlinepaymentsbytypeinSouthAfrica2024Shareofrespondents10%

20%0%30%40%50%49%60%57%DebitcardOnlinepaymentservices(e.g.,PayPal,GooglePay,Klarna)CreditcardCashondelivery31%29%Directdebit26%Prepaidcards/vouchersCashinadvance22%13%Byinvoice9%IhavenotconductedanypaymentsonlineOther6%2%31Description:"Debitcard"and"Onlinepaymentservices(e.g.,PayPal,GooglePay,Klarna)"arethetoptwoanswersamongSouthAfricanconsumersinoursurveyonthesubjectof"Mostcommononlinepaymentsbytype".

ReadmoreNote(s):SouthAfrica;JanuarytoDecember2024;2034respondents;18-64yearsSource(s):StatistaConsumerInsightsBiggestcontactlesspaymentbrandsatPOSinSouthAfricaasofDecember2024BiggestcontactlesspaymentbrandsatPOSinSouthAfrica2024Shareofrespondents20%0%10%30%40%50%PayPal47%FNBPay35%34%MastercardClicktoPay(Masterpass)ApplePayGooglePaySamsungPaySnapScanZapper32%31%19%16%14%TelkomPayFitbitPaySCode4%3%3%3%UkhesheOther8%32Description:WeaskedSouthAfricanconsumersabout"BiggestcontactlesspaymentbrandsatPOS"andfoundthat"PayPal"takesthetopspot,while"Ukheshe"isattheotherendoftheranking.ReadmoreNote(s):SouthAfrica;JanuarytoDecember2024;556respondents;18-64years;respondentswhousedmobilepaymentinrestaurants,storesandotherpointsofsaleinthepast12monthsSource(s):StatistaConsumerInsightsShareofpeoplewhomadeapurchaseusingamobilephoneortheinternetinthepastyearinSouthAfricaasof2024,bygenderShareofpeoplemakingapurchaseontheinternetinSouthAfrica2024,bygender16%14.1%13.9%13.7%14%12%10%8%6%4%2%0%FemaleMaleTotal33Description:In2024,around13.9percento