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South Africa B2C E-Commerce Market 2022


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Countries Covered: South Africa

Pages: 45

Publication Date: 15/02/2022

Questions Covered in the report:

  • What is the projected share of B2C E-Commerce in the South African overall retail market in 2022?
  • Which were the product categories most purchased by online shoppers in the country?
  • Who are the key players in the South African E-Commerce market in 2021?
  • What are the most preferred payment channels among South Africans in 2021?

Key Findings:

China, the US and the UK were the top three cross-border shopping destinations for online consumers in South Africa in 2020: new yStats.com report.

The B2C E-Commerce market in South Africa more than doubled between 2018 and 2020

COVID-19 brought marked changes in retail in South Africa, namely, with the decline in the brick-and-mortar market and the pandemic-associated lockdown, the B2C E-Commerce market increased by over 60% between 2019 and 2020. Moreover, online sales are projected to hold about a twentieth of total retail sales by 2022, which is almost a double growth of share from 2020. Along with this, a nearly 10 p.p. increase in the online shopper penetration was witnessed in the country between 2019 and 2020. Among the top reasons for such an enhanced preference in purchasing items online were convenience, the occurrence of pandemic-related restrictions, and the short waiting period/time efficiency, as of a November 2020 survey.

The dominating online retailer in South Africa saw an over 40% growth in online sales over the first half of 2020

South African online retailers dominated when it came to choosing an online shopping platform in 2020. Among the most commonly visited were Takealot.com and Gumtree.co.za. The leading online retailer in the country witnessed a surge of over 40% y-o-y in its online sales over the first six months of 2020 due to the accelerated online shopping behavior. Moreover, several other retailers seeing the shift in consumer behavior and the opportunities in the E-Commerce market decided to adopt digitization. Namely, considerable market players planned to invest in the growth strategy in 2021, as well as, in strengthening their presence in the market. Other than that, one of the giant online global retailers operating in South Africa entered into a partnership with the South African Post Office in order to provide its customers more efficient and convenient delivery service, as of 2021.

Cross-border online shopping was led by Millennials and Generation X in South Africa in 2020

Although South Africa mostly makes online purchases from local online retailers, cross-border online shopping is also well developed in the country. Especially, this shopping pattern is common among the Millennials and Generation X, trailed by Generation Z. Furthermore, the markets online shoppers in South Africa purchased from the most frequently were China, the United States and the United Kingdom, as per an October 2020 survey.

1. Management Summary

2.Overview & International Comparisons

  • B2C E-Commerce Market Overview, December 2021
  • Purchasing Online and Picking-Up In-Store/Curbside, by Country, in % of Consumers, July 2021
  • Top Barriers Becoming Cashless in Select Developed Countries, in % of Respondents, March 2021
  • Internet Penetration, by 10 Countries, Number of Internet Users, Population, Share of Internet Users, in % of Population, December 2020

3. Trends

  • Breakdown of Internet Traffic, by Device, in %, October 2021
  • Shopping-Related Activities Carried Out Online, in % of Individuals, 2020
  • Top Reasons for Accelerated Online Shopping Behavior, in % of Adult Consumers, November 2020
  • Cross-Border Shopping Penetration, by Generation, in % of Consumers, July 2021
  • Top 3 Markets of the Most Recent Cross-Border Purchase, in % of Cross-Border Online Shoppers, October 2020
  • Breakdown of Purchase Categories, by Type of Service and Frequency of Online Shopping, in % of Adult Consumers, November 2020

4. Sales & Shares

  • B2C E-Commerce Sales Value, in ZAR billion, and Year-on-Year Change, in %, 2018 – 2020
  • Share of B2C E-Commerce, in % of Total Retail Sales Revenue, 2020 – 2022f

5. Internet Users & Online Shoppers

  • Number of Internet Users, in millions, 2019 & 2020
  • Share of Respondents Who Used Internet To Shop Online for Products/Services, in %, 2019 & 2020

6. Products

  • Top Product Categories Purchased Online, in % of Adult Consumers, November 2020
  • Top 20 Product Categories Purchased Online Before COVID-19, and Expected Growth of Purchase After COVID-19, in % of Adult Online Shoppers, September 2020

7. Payment

  • Breakdown of Top Payment Methods, in %, 2021
  • Share of Respondents Who Made Mobile Payments, in %, 2019 & 2020
  • Card Payments Value, in ZAR trillion, and Year-on-Year Change, in %, 2016 – 2024f

8. Delivery

  • Share of Consumers Who Used a Delivery Pick-Up Point Service for the First Time During Lockdown and Will Continue Using It, in %, September 2020
  • Top Factors Impacting the Choice of Online Retailer, incl. Delivery Cost, in % of Respondents, November 2020
  • Top Concerns Impacting Online Shopping Adoption, incl. High Delivery Fees, in % of Adult Consumers, November 2020

9. Players

  • B2C E-Commerce Players Overview, December 2021
  • Top 5 E-Commerce & Shopping Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries, by Share of Visits, in %, October 2021
  • Amazon
  • GumTree.com Limited
  • Makro
  • Mr. D Food
  • OLX Inc.
  • Pick n Pay Stores Ltd.
  • Shein
  • Superbalist Pty Ltd
  • Takealot Online (Pty) Ltd.
  • Wish
  • Woolworths Holdings Limited

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