South Africa B2C E-Commerce Market 2016 largest in Africa

South Africa is one of the largest B2C E-Commerce markets in Africa and also among the regional leaders in Internet and mobile phone penetration, this new report shows. While only about half of South Africa's population has Internet access and just one third of Internet users made purchases online in 2015, the demand for online shopping services is growing. The share of Internet users who plan to make purchases online is nearly twice as high as the share of those who already buy over the Internet. In 2016, B2C E-Commerce sales in South Africa are predicted by multiple sources to grow at a double-digit rate and break the threshold of 1% of total retail sales.

Faster and more flexible delivery are cited among the top five factors that could help drive Internet retailing in South Africa still further. The lack of trust in delivery is reflected in the ranking of the product categories most purchased by online shoppers in South Africa in 2015, as cited in this report. This ranking is topped by digital and small item purchases, such as ticket reservations and books. Payment safety is another online shoppers' concern, as safer payment is desired by two-thirds of them.

Some of South Africa's prominent E-Commerce companies include online mass merchant and marketplace, which joined forces with another online retailer, in 2015. Specialist online retailers, such as consumer electronics merchant Makro and clothing merchant Zando are also among the leaders. Moreover, foreign E-Commerce platforms such as, and are among popular destinations for South Africa's Internet users, indicating further potential for the cross-border online shopping trend.

Key Questions Answered

- What is the market size of B2C E-Commerce in South Africa and what growth is expected in the next five years?

- Which are the main drivers and challenges to online retail development in South Africa?

- Which important trends have emerged in South Africa's Internet retailing?

- What do online shoppers in South Africa buy and how do their pay for their purchases?

- Who are the E-Commerce market leaders in this country?

Key Topics Covered:

1. Management Summary

2. Overview and International Comparisons

3. Trends

4. Sales and Shares

5. Users and Shoppers

6. Products

7. Payment

8. Delivery

9. Players

Companies Mentioned





- Goldman Sachs



- Makro

- Naspers

- PriceCheck

- Silvertree Internet Holdings


- Woolworths

- Zando


For more information on eCommerce Research and Markets visit

Last modified onThursday, 25 May 2017 17:29

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