AFRICA B2C E-COMMERCE MARKET 2018 - yStats.com...africa b2c e-commerce market 2018 publication date:...

AFRICA B2C E-COMMERCE MARKET 2018 PUBLICATION DATE: MARCH 2018

PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4-9 TABLE OF CONTENTS I PAGE 10 REPORT-SPECIFIC SAMPLE

CHARTS I PAGE 11 METHODOLOGY I PAGE 12 RELATED REPORTS I PAGE 13 CLIENTS I PAGE 14-15 FREQUENTLY ASKED QUESTIONS

PAGE 16 ORDER FORM I PAGE 17 TERMS AND CONDITIONS

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PRODUCT DETAILS Title:

Type of Product:

Category:

Covered Regions:

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Africa B2C E-Commerce Market 2018

Report

B2C E-Commerce

Africa

South Africa, Egypt, Nigeria, Morocco, Kenya

English

PDF & PowerPoint

130

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QUESTIONS

ANSWERED

IN THIS REPORT

What are the main drivers and barriers of B2C E-Commerce growth in Africa?

How high is online shopper penetration in selected markets in Africa?

What are the current and future growth rates of online retail sales in South Africa, Egypt and

Nigeria?

Which payment methods are preferred by Africa’s online shoppers?

Who are the leading E-Commerce market players in this region?

SECONDARY MARKET

RESEARCH

Our reports are exclusively based on secondary market research. Our researchers derive

information and data from a variety of reliable published sources and compile the data into

understandable and easy-to-use formats.

ADVANTAGES Maximum Objectivity

Reliable Sources

Up-To-Date Analysis

Boardroom-Ready PowerPoint Presentations

Guidance For Strategic Company Decisions

AFRICA B2C E-COMMERCE MARKET 2018

AFRICA’S B2C E-COMMERCE ON AN EXPANSION COURSE

Africa’s B2C E-Commerce market is in the early stages of development and accounts

for below one percentage point of global online retail sales, as figures in the yStats.com

report show. Nevertheless, some countries on the continent have seen rapid growth of

digital commerce, driven by improving connectivity rates, especially mobile Internet. Africa

has the world’s highest share of Internet traffic stemming from mobile devices –

smartphones and tablets. In countries such as Kenya, the vast majority of Internet

connections are comprised of mobile data subscriptions.

South Africa is the region’s largest B2C E-Commerce market. Although online shopper

penetration reached just about one in ten Internet users in 2017, online retail sales have

been growing by double-digit rates, according to data cited in the yStats.com report. Also in

Egypt, robust growth is expected through 2020, with Internet penetration on the rise and

the government having adopted a national E-Commerce strategy to boost the sector’s

development. In Nigeria, E-Commerce sales are expected to maintain strong growth due to

current low penetration, despite the recent economic downturn which has affected several

top online retailers. Furthermore, online shopping is gaining traction in Morocco, with the

percentage of Internet users making purchases online nearly doubling between 2015 and

2016, and in Kenya, this share grew even more rapidly and reached a double-digit figure as

of 2017.

Clothing and electronics are among the top categories purchased by online shoppers

in Africa, while their favorite payment methods include cash on delivery, credit card and

mobile money services, with some variation among the countries covered in the yStats.com

report. Jumia Group has emerged as the region’s strongest B2C E-Commerce player,

registering over three million customers across multiple countries in Africa. Other popular

online shopping platforms include Takealot in South Africa, Konga in Nigeria, Souq.com in

Egypt, and Kilimall in Kenya, among others. Furthermore, international E-Commerce sites

such as Amazon.com, eBay.com and Aliexpress.com are popular destinations for digital

consumers in Africa, as are sellers on social media, such as Facebook.


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MANAGEMENT SUMMARY

REGIONAL

Breakdown of Global B2C E-Commerce Sales by Region, incl. the Middle East and Africa, in %, 2016 & 2021f

Global B2C E-Commerce Sales, in USD billion, B2C E-Commerce Share of Total Retail Sales, in %, and CAGR, in %, by

Region, incl. the Middle East and Africa, 2011, 2016 & 2021f

Number of Internet Users Worldwide, in millions, and Penetration, in % of Population, by Region, incl. Africa, 2012-

2017e

Breakdown of Internet Traffic Worldwide by Device, in %, by Region, incl. Africa, February 2018

Retail E-Commerce Sales in the Middle East and Africa, in USD billion, and Share of Total Retail Sales, in %, 2016-

2021f

Selected Socio-Economic Characteristics, incl. Population, in thousands, GDP, in USD million, Y-o-Y Change in GDP, in

%, GDP per Capita, in USD, and GDP per Capita PPP, in International Dollars, by Egypt, Kenya, Madagascar, Morocco,

Nigeria, South Africa, and Tunisia, 2016

Breakdown of Population by Financial Inclusion Status, in %, by Ghana, Kenya, Madagascar, Nigeria, Rwanda, South

Africa, Togo, and Zambia, 2015/2016

Selected ICT Indicators, by Egypt, Kenya, Morocco, Nigeria, South Africa, Tunisia, Mauritius, Compared to Regional

(Africa) and Worldwide, 2016

Internet Penetration, in % of Individuals, by Selected Countries in Africa, 2016

Internet Connection Speed (IPv4), by Average Mbps, Peak Mbps, Year-On-Year Change, in %, and Global Rank, by

Egypt, Kenya, Morocco, Namibia, Nigeria and South Africa, Compared to Global Average, Q1 2017

Broadband Speed Adoption Rates, in % of IPv4 Addresses, by % Above 4 Mbps, % Above 10 Mbps, and % Above 15

Mbps, by Egypt, Kenya, Morocco, Namibia, Nigeria and South Africa, Compared to Global Average, Q1 2017

Average Internet Speed on Mobile Connections (IPv4), in Mbps, by Egypt, Kenya, Morocco, Namibia, Nigeria and

South Africa, Q1 2017

Breakdown of Internet Traffic by Device, in %, by Egypt, Ghana, Kenya, Madagascar, Morocco, Nigeria, Rwanda,

South Africa, Togo, Zambia, Compared to Worldwide, February 2018

Share of Internet Users Accessing the Internet via Smartphone, in %, by Egypt, Kenya, Morocco, Nigeria, South Africa,

Q2 2017

Online Activities Performed via Smartphone at Least Weekly, in % of Internet Users, by Kenya, Morocco, Nigeria and

South Africa, 2017

Online Activities Performed via Computer at Least Weekly, in % of Internet Users, by Kenya, Morocco, Nigeria and

South Africa, 2017

Breakdown of Frequency of Shopping Online, in % of Internet Users, by Egypt, Kenya, Nigeria, Tunisia, South Africa,

Compared to Global, Q1 2017

Share of Internet Users Who Do Not Buy Online Due to Lack of Trust, in % of Internet Users Who Do Not Shop

Online, by Egypt, Kenya, Nigeria, Tunisia, South Africa, Compared to Global, Q1 2017

Online Shoppers in Africa, by Country, incl. Egypt, Ghana, Kenya, Mauritius, Morocco, Nigeria, South Africa, Uganda,

Zambia, Zimbabwe, in % of Internet Users, in % of Population and in millions, 2016 or Latest Available Year

Top Product Categories Purchased Online During Black Friday Sale, in % of Online Shoppers, by Kenya, Nigeria and

South Africa, December 2017

Breakdown of Websites Preferred for Online Shopping, in % of Online Shoppers, December 2017

Top 3 Payment Methods Preferred in Online Shopping, in % of Online Shoppers, December 2017

Payment Methods Most Used in Online Shopping, in % of Online Shoppers, by Ghana, Kenya, Nigeria, South Africa,

Uganda, December 2016

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TABLE OF CONTENTS (1 OF 6)

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SOUTH AFRICA

3.1. OVERVIEW

B2C E-Commerce Market Overview and International Comparisons, March 2018

3.2. TRENDS

Types of Internet Access, in % of Households, by Metro, Urban, Rural and Total, 2016

Breakdown of Devices Preferred in Online Shopping, in % of Online Shoppers, August 2017

Share of Online Shoppers Who Buy At Least Monthly via Mobile/Smartphone, in %, 2016

Breakdown of Online Shoppers by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-

Border Shoppers Only, in %, October 2016

3.3. SALES & SHARES

B2C E-Commerce Sales, in ZAR billion, 2015 - 2016 & 2021f

B2C E-Commerce Share of Retail Sales, in %, by Non-Grocery Retail Sales and Total Retail Sales, in %, 2016

3.4. USERS & SHOPPERS

Internet Penetration, in % of Individuals, 2011 – 2016

Number of Internet Users, in millions, 2016 & 2017e

Online Shopper Penetration, in % of Internet Users, Compared to the Global Average, Q2 2017

Share of Internet Users Shopping Online, in %, and Breakdown of Intention to Shop Online Among Non-Online

Shoppers, in %, August 2017

Breakdown of Frequency of Shopping Online, in % of Online Shoppers, August 2017

Breakdown of Barriers to E-Commerce, in % of Internet Users Who Do Not Shop Online, August 2017

Share of Online Shoppers Who Believe Their Credentials Are Not Safe When Shopping Online, in %, March 2017

3.5. PRODUCTS

Product Categories Purchased Online, in % of Online Shoppers, 2016

Breakdown of Latest Online Purchase by Product Categories, in % of Online Shoppers, August 2017

Breakdown of Attitude Toward Online Grocery Shopping, in % of Internet Users, 2016

3.6. PAYMENT

Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, August 2017

3.7. DELIVERY

Breakdown of Factors that Would Encourage to Shop Online More, in % of Online Shoppers, August 2017

Breakdown of Delivery Speed and Delivery Cost in Latest Online Purchase, in % of Online Shoppers, August 2017

3.8. PLAYERS

Overview of B2C E-Commerce Market Players, March 2018

Top Online Shops by Market Share, in % of B2C E-Commerce Sales, 2016



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EGYPT

4.1. OVERVIEW


4.2. TRENDS

Devices Used to Access the Internet, in % of Adults, July 2017

Shopping Activities Conducted Online, in % of Individuals, 2016 & 2017



4.3. SALES & SHARES

E-Commerce Sales, by Airline Tickets, Retail, Entertainment, and Travel, in USD billion, 2015 & 2016

B2C E-Commerce Sales, in USD million, 2015/2016 & 2019/2020


Number of Internet Users, in millions, and Penetration, in % of Population, 2010 – 2016

Share of Internet Users Who Researched Goods or Services Online and Who Purchased Online, in %, 2016

Top 3 Reasons for Not Shopping Online, in % of Internet Users Not Shopping Online, 2016

4.5. PRODUCTS

Top 3 Product Categories Purchased Online, in % of Online Shoppers, 2016

Product Categories Purchased Online, in % of Online Shoppers, 2016

4.6. PAYMENT

Top 3 Payment Methods Preferred in E-Commerce, in % of Online Shoppers, 2016

Top 3 Payment Methods Used in E-Commerce, in % of Online Shoppers, 2016

4.7. PLAYERS

Share of Enterprises Selling Online and Buying Online, in %, by Size, 2016/2017

Website Traffic Shares of the Leading Online Shopping Websites, in %, February 2015 & February 2017



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NIGERIA

5.1. OVERVIEW


5.2. TRENDS

Breakdown of Internet Traffic by Device, in %, February 2018

Share of Online Shoppers Preferring to Shop Online via Mobile Phone, in %, 2016



5.3. SALES & SHARES

E-Commerce Sales, in USD billion, 2016 & 2020f



Share of Internet Users Shopping Online At Least Weekly, in % of Internet Users, by Computer and Smartphone,

2017

5.5. PRODUCTS

Breakdown of Product Categories Purchased Online, in % of Online Shoppers, August 2016

5.6. PAYMENT

Breakdown of Payment Methods Preferred in Online Shopping, in % of Online Shoppers, August 2016

Number and Value of Internet (Web) and Mobile Payment Transactions, in millions and in NGN billion, 2011- 2016 &

H1 2017

Breakdown of Experience with Mobile Money, in % Adults, 2016

Main Purposes of Using Mobile Money Services, in % Mobile Money Users, 2016

5.7. DELIVERY

Breakdown of Preferred Delivery Features, in % of Online Shoppers, August 2016

5.8. PLAYERS

Overview of B2C E-Commerce Market Players, March 2018

Breakdown of Preferred Local Websites Preferred for Online Shopping, in % of Online Shoppers, August 2016

Top Online Shopping Websites, by Website Rank, incl. Category, Total Website Visits, in millions, Nigeria’s Share of

Website Visits, in %, February 2018

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MOROCCO

6.1. OVERVIEW


6.2. TRENDS

Smartphone Penetration, in % of Mobile Phone Owners, by Age Group and Total, 2016

Mobile Shopper Penetration, in % of Mobile Internet Users, 2015 & 2016

Breakdown of Origin of Sites Used to Purchase Online, by National and International Sites, in % of Online Shoppers,

2016

6.3. SALES & SHARES

Number of E-Commerce Transactions Made with Bank Cards, in millions, and Value, in MAD million, by Domestic

Bank Cards and Domestic and Foreign Bank Cards (Total), 2012 – 2017



Online Shopper Penetration, in % of Internet Users, 2015 & 2016

Online Shopper Penetration, in % of Internet Users, by Urban and Rural, and by Male and Female, 2016

Breakdown of Number of Purchases Made Online, in % of Online Shoppers, 2016

Breakdown of Main Motivations to Shop Online, in % of Online Shoppers, 2016

6.5. PRODUCTS

Breakdown of Product Categories Purchased Online, in % of Online Shoppers, 2016

6.6. PAYMENT

Main Barriers to Online Shopping, incl. Payment-Related, in % of Internet Users, 2016

6.7. DELIVERY

Problems Encountered When Shopping Online, incl. Delivery-Related, in % of Online Shoppers, 2016

6.8. PLAYERS

Top Online Shopping Websites, by Website Rank, incl. Category, Total Website Visits, in millions, Morocco’s Share of

Website Visits, in %, February 2018

KENYA

7.1. OVERVIEW




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KENYA (CONT.)

7.2. TRENDS

Mobile Share of Internet Subscriptions, in %, Q3 2017

7.3. SALES & SHARES

B2C E-Commerce Sales, in KES billion, 2015 & 2016



Online Shopper Penetration, in % of Internet Users, 2014 & 2017

Breakdown of Factors Most Important When Shopping Online, in % Online Shoppers, November 2016

7.5. PRODUCTS

Breakdown of The Latest Online Purchase by Product Categories, in % of Online Shoppers, November 2016

7.6. PAYMENT

Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, November 2016

Mobile Payment Statistics, incl. Number of Transactions, in millions, Value of Transactions, in KES billion, Number of

Accounts, in millions, and Number of Agents, in thousands, 2008 – 2017

7.7. DELIVERY

Modes of Delivery Used by Enterprises Engaged in Online Selling, in % of Enterprises Engaged in Online Selling, May

2016

7.8. PLAYERS

Share of Enterprises Engaged in Selling Online, by Enterprise Size, in %, May 2016

Top 2 Preferred E-Commerce Platforms, in % of Online Shoppers, November 2016



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REPORT-SPECIFIC SAMPLE CHARTS


GENERAL METHODOLOGY OF OUR MARKET REPORTS Secondary Market Research

The reports are compiled based on secondary market research.

Secondary research is information gathered from previously published

sources. Our reports are solely based on information and data acquired

from national and international statistical offices, industry and trade

associations, business reports, business and company databases,

journals, company registries, news portals and many other reliable

sources. By using various sources we ensure maximum objectivity for all

obtained data. As a result, companies gain a precise and unbiased

impression of the market situation.

Cross referencing of data is conducted in order to ensure

validity and reliability.

The source of information and its release date are provided on

every chart. It is possible that the information contained in one chart is

derived from several sources. If this is the case, all sources are mentioned

on the chart.

The reports include mainly data from the last 12 months prior

to the date of report publication. Exact publication dates are mentioned in

every chart.

Definitions

The reports take into account a broad definition of B2C E-

Commerce, which might include mobile commerce. As definitions may

vary among sources, exact definition used by the source (if available) is

included at the bottom of the chart.

Chart Types

Our reports include text charts, pie charts, bar charts, rankings,

line graphs and tables. Every chart contains an Action Title, which

summarizes the main idea/finding of the chart and a Subtitle, which

provides necessary information about the country, the topic, units or

measures of currency, and the applicable time period(s) to which the data

refers. With respect to rankings, it is possible that the summation of all

categories amounts to more than 100%. In this case, multiple answers were

possible, which is noted at the bottom of the chart.

Report Structure

Reports are comprised of the following elements, in the following

order: Cover page, preface, legal notice, methodology, definitions, table of

contents, management summary (summarizing main information

contained in each section of report) and report content (divided into

sections and chapters). When available, we also include forecasts in our

report content. These forecasts are not our own; they are published by

reliable sources. Within Global and Regional reports, we include all major

developed and emerging markets, ranked in order of importance by using

evaluative criteria such as sales figures.

Notes and Currency Values

If available, additional information about the data collection, for

example the time of survey and number of people surveyed, is provided in

the form of a note. In some cases, the note (also) contains additional

information needed to fully understand the contents of the respective data.

When providing information about amounts of money, local

currencies are most often used. When referencing currency values in the

Action Title, the EUR values are also provided in brackets. The conversions

are always made using the average currency exchange rate for the

respective time period. Should the currency figure be in the future, the

average exchange rate of the past 12 months is used.

METHODOLOGY OF OUR AFRICA B2C E-COMMERCE MARKET 2018

Report Coverage

This report covers the B2C E-Commerce market in Africa. The

following countries were included: Egypt, Kenya, Morocco, Nigeria, South

Africa. A broad definition of retail E-Commerce used by some original

sources cited in this report might include both B2C and C2C E-Commerce.

The report contains relevant information about international

comparisons, market trends, B2C E-Commerce sales and shares, Internet

users and shoppers, products, payment methods, delivery and players.

Not all types of information were included for each country, due to

varying data availability.

Report Structure

The report starts with an overview of the regional E-Commerce

market compared to other global regions and the region’s country

comparisons in terms of criteria relevant to B2C E-Commerce, such as

Internet and online shopper penetration rates. The rest of the report is

divided into country chapters, presented in the descending order of retail

E-Commerce sales. Where no comparable E-Commerce sales figures were

available, other relevant criteria were used to rank the countries, such as

Internet and online shopper penetration rates.

Each country description starts with an overview of the market,

highlighting the overall B2C E-Commerce development.

Next, the “Trends” section includes an overview of market trends,

such as M-Commerce and cross-border online shopping. This information

was not available for each of the covered countries.

The section “Sales & Shares” covers the development of retail

B2C E-Commerce sales and E-Commerce’s share of total retail sales, where

available.

In the “Users & Shoppers” section, information about Internet

penetration and online shoppers is included.

Afterwards, the section “Products” shows the leading product

categories purchased online. For some of the covered countries this

information was not available.

The next section, “Payment”, covers the payment methods most

used by online shoppers, or other information related to online payment,

where available.

Furthermore, the “Delivery” section covers information related to

delivery in B2C E-Commerce. This information was not available for each of

the covered countries.

Finally, the “Players” section includes information about the

leading B2C E-Commerce companies, including rankings of top online

shopping platforms by website visits, where available. For the top country

in the region, also a text chart with a qualitative overview of competition

was included.


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Global E-Commerce Marketplaces 2018

March 2018

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Global Online Payment Methods: Second Half 2017

Global Mobile Payment Methods: Second Half 2017

Global Cross-Border B2C E-Commerce 2017

Global M-Commerce 2017

Global Innovation Trends in Global Retail and Payments 2017

Global Digital Gaming Market 2017

February 2018

February 2018

February 2017

June 2017

October 2017

August 2017

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Middle East B2C E-Commerce Market 2018

GCC B2C E-Commerce Market 2018

UAE B2C E-Commerce Market 2018

Saudi Arabia B2C E-Commerce Market 2018

North America B2C E-Commerce Market 2017

Europe B2C E-Commerce Market 2017

January 2018

February 2018

January 2018

January 2018

December 2017

July 2017

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€ 750

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Western Europe B2C E-Commerce Market 2017

Asia-Pacific B2C E-Commerce Market 2017

Southeast Asia B2C E-Commerce Market 2017

Top 5 B2C E-Commerce Sales Forecasts: 2017 to 2021

July 2017

June 2017

May 2017

December 2017

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