Insights into the growth of South African eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled:

South Africa is home to 55.91 million people with a total GDP of 4235,98 billion Rand and is ranked as the 30th richest country, according to the World Bank GDP per capita rankings. South Africa’s GDP per capita is currently 69,34 Rand and expected to reach 76,89 Rand by 2021.

Digital User Insights
There are currently 18.43 million e-Commerce users in South Africa, with an additional 6.36 million users expected to be shopping online by 2021. Four years from now, these 24.79 million e-Commerce users will spend an average of 2722,12 Rand online.

images tips ecommerce growth number of online shoppers

7% of South African shoppers spend less than 30 minutes online, compared to 12% who spend up to an hour, 22% who spend 1 to 2 hours, 18% who spend 2 to 3 hours, and 42% who spend 3+ hours online.

images tips ecommerce growth daily online shopper

Product Categories
Total South African e-Commerce revenue across all product categories is 38,65 billion Rand, and is expected to grow to 67,53 billion Rand by 2021. Electronics & Media is currently the leading product category in South Africa, accounting for 13,85 billion Rand market share, followed by Furniture & Appliances, which generates 7,95 billion Rand in sales.

By 2021, Electronics & Media will still be the most purchased online category, with an estimated value of 19,83 billion Rand, and second favorite, Furniture & Appliances, will have an expected worth of 15,37 billion Rand.

In 2016, South Africa was ranked 20th in the World Bank Logistics ranking.

Preferred Online Payments
54% of South African online shoppers like to pay cash on delivery, and 52% also like to pay with debit card.

images tips ecommerce growth preffered payment methods

Where does South Africa buy from?
China supplies South Africa with 222,69 billion Rand in imports – ranging from gold to cars. South Africa’s other key import partners are Germany (101,00 billion Rand), the US (78,59 billion Rand), Nigeria (65,80 billion Rand) and India (60,05 billion Rand).

Internet and Device Usage
Internet penetration in South Africa is currently 51.9%, and should reach 59.5% by 2021. Smartphone penetration is a lot less (28.6%), but is projected to grow to 37.2% in the next four years.
60% of online shoppers in South Africa buy via desktop, and 55% and 38% often shop via mobile and tablet respectively.

images tips ecommerce growth devices used

In 2015, digital advertising spend in South Africa was estimated to be 4092,02 million Rand. That same year, 17,53 billion Rand was spent on South African television and video advertising.

images tips ecommerce growth spent on advertisement 1

Social Media
12 million people in South Africa are active monthly social network users, thanks to Facebook, YouTube, WhatsApp and Messenger, which are the leading social networks.

images tips ecommerce growth leading social networks

This article was written by eshopworld –

Credit to respectful owners.

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