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  • AFRICA B2C E-COMMERCE MARKET 2019 PUBLICATION DATE: JUNE 2019

    PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4-8 TABLE OF CONTENTS I PAGE 9 REPORT-SPECIFIC SAMPLE

    CHARTS I PAGE 10 METHODOLOGY I PAGE 11 RELATED REPORTS I PAGE 12 CLIENTS I PAGE 13-14 FREQUENTLY ASKED QUESTIONS I

    PAGE 15 ORDER FORM I PAGE 16 TERMS AND CONDITIONS

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    PRODUCT DETAILS Title: Type of Product:

    Category:

    Covered Regions:

    Covered Countries:

    Language:

    Formats:

    Number of Charts:

    Africa B2C E-Commerce Market 2019

    Report

    B2C E-Commerce

    Africa

    Egypt, Kenya, Morocco, Nigeria, South Africa

    English

    PDF & PowerPoint

    102

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    QUESTIONS

    ANSWERED

    IN THIS REPORT

    How fast are B2C E-Commerce sales growing across 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?

    How do the preferences of online shoppers differ across the African markets?

    Who are the prominent E-Commerce market players in the major African countries?

    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 2019

  • AFRICA’S B2C E-COMMERCE SALES ARE RISING

    B2C E-Commerce market in Africa is still in early stages of development, but is showing

    signs of a high growth potential. As of last year, only a small single-digit percentage share of

    overall retail sales in Africa were online. Online retail sales on this continent could reach a

    double-digit figure in billion U.S. dollars as early as next year, with annual growth rates

    remaining above 10%.

    The three largest online retail markets in Africa in 2019 are South Africa, Nigeria and

    Egypt. In South Africa, almost one in two Internet users make purchases online, with the top

    product categories including books, tickets and fashion. Nigeria enjoys a similar online

    shopper penetration rate, but significantly lower levels of Internet access among the country’s

    growing population, which, however, is projected to improve over the next several years.

    Furthermore, Egypt has one of the fastest growing E-Commerce markets in the region, with

    online retail sales projected to increase by around one-third in 2019.

    The top driver of online retail development in Africa is the growing use of mobile

    technologies for accessing the Internet and making payments. Kenya is one of the regional

    leaders on both accounts. More than three-quarters of Internet traffic in this country stems

    from mobile devices, while the popularity of mobile money services reached a new peak as

    more than 10 million new accounts were registered last year alone.

    With the E-Commerce market in Africa remaining on the growth path, a number of

    local competitors emerged to serve the online consumers’ growing demand. Among them,

    Nigeria-based Jumia launched a landmark IPO on New York Stock Exchange in early 2019.

    Other prominent local E-Commerce players include Takealot in South Africa and Konga in

    Nigeria. Furthermore, global online shopping platforms such as Amazon and AliExpress also

    enjoy high levels of popularity among Africa’s digital buyers.

    AFRICA B2C E-COMMERCE MARKET 2019

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  • MANAGEMENT SUMMARY

    REGIONAL

     B2C E-Commerce Sales in Africa, in USD billion, and Year-on-Year Growth, in %, 2017-2020f

     B2C E-Commerce Share of Total Retail Sales in Africa, by Country, incl. Egypt, Kenya, Nigeria and South Africa and

    Africa (Average), in %, 2017

     Internet Penetration in Africa, in % of Individuals, by Country, incl. Egypt, Kenya, Morocco, Nigeria, South Africa, 2017

     Internet Penetration in Sub-Saharan Africa, in % of Population, incl. South Africa, Nigeria, and Regional, 2017 - 2022f

     Breakdown of Mobile Phone Ownership in Africa, by Smartphone, Other Mobile Phone and No Mobile Phone, in % of

    Adults, by Country, incl. Ghana, Kenya, Nigeria, Senegal, South Africa, Tanzania, 2017

     Mobile Internet User Penetration in West Africa, in % of Individuals, by Country, 2018

     Breakdown of Internet Traffic in Africa by Device, in %, by Country, incl. Egypt, Ghana, Kenya, Madagascar, Morocco,

    Nigeria, Rwanda, South Africa, Togo, Tunisia, Zambia, Compared to Africa and Worldwide, 2018

     Financial Inclusion Indicators, incl. Financial Institution Account, Debit Card, Credit Card and Mobile Money Account

    Ownership, in % of Population 15+, by Selected Countries in Africa, 2017

    SOUTH AFRICA

    3.1. OVERVIEW

     B2C E-Commerce Market Overview, May 2019

    3.2. TRENDS

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

     Devices Used for Shopping Online, in % of Online Shoppers, 2016 & 2018e

     Cross-Border Online Shoppers Penetration, in % of Online Shoppers, 12 Months to May, 2018

    3.3. SALES & SHARES

     B2C E-Commerce Sales, in ZAR billion, 2016 - 2023f

     B2C E-Commerce’s Share of Total Retail Sales, 2018 - 2023f

     B2C E-Commerce Sales, in ZAR billion, 2015 – 2020f

     B2C E-Commerce’s Share of Total Retail Sales, 2018 & 2022f

    3.4. INTERNET USERS & ONLINE SHOPPERS

     Internet Penetration, in % of Individuals, 2017 – 2022f

     Online Shopper Penetration, in % of Internet Users, August 2018

    3.5. PRODUCTS

     Breakdown of Product Categories Purchased Online, in % of Online Shoppers, August 2018

    3.6. PAYMENT

     Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, 2017 & 2018

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    AFRICA B2C E-COMMERCE MARKET 2019

    TABLE OF CONTENTS (1 OF 5)

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    SOUTH AFRICA (CONT.)

    3.7. DELIVERY

     Breakdown of Delivery Methods Used in Online Shopping, in % Online Shoppers, 2018e

     Breakdown of Factors That Would Encourage to Shop Online More, incl. Delivery-Related, in % of Online Shoppers,

    August 2018

    3.8. PLAYERS

     B2C E-Commerce Players Overview, May 2019

     Top 5 Online Shopping Websites, incl. Total Website Visits on Desktop and Mobile, in millions, South Africa’s Share

    of Total Visits on Desktop, in %, March 2019

    NIGERIA

    4.1. OVERVIEW

     B2C E-Commerce Market Overview, May 2019

    4.2. TRENDS

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

     Breakdown of Devices Used for Online Shopping, in % of Online Purchases, 2018

     Cross-Border Online Shoppers Penetration, in % of Online Shoppers, 12 Months to May 2018

    4.3. SALES & SHARES

     B2C E-Commerce Sales, in USD billion, 2019f & 2023f

     Share of B2C E-Commerce and Digitally Influenced Spending in Total Retail Spending, in %, 2017

    4.4. INTERNET USERS & ONLINE SHOPPERS

     Internet Penetration, in % of Individuals, 2017 – 2022f

     Online Shopper Penetration, in % of Internet Users, 12 Months to May 2018

    4.5. PRODUCTS

     Breakdown of Product Categories Purchased Online, in % of Online Shoppers, 2018

    4.6. PAYMENT

     Payment Options Offered by Two Major E-Commerce Players, May 2019

     Value and Number of Internet (Web) and Mobile Payment Transactions, in NGN billion and in millions, 2011-2018

    4.7. DELIVERY

     Delivery Options Offered by Two Major E-Commerce Players, May 2019

     Top Barriers to Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, May 2018

    AFRICA B2C E-COMMERCE MARKET 2019

    TABLE OF CONTENTS (2 OF 5)

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    NIGERIA (CONT.)

    4.8. PLAYERS

     B2C E-Commerce Players Overview, May 2019

     Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Nigeria’s Share of

    Total Visits on Desktop, in %, Pages Per Visit and Bounce Rate, April 2019

    EGYPT

    5.1. OVERVIEW

     B2C E-Commerce Market Overview and International Comparisons, May 2019

    5.2. TRENDS

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

     Shopping-Related Activities Carried Out Online, in % of Individuals, 2018

     Cross-Border Online Shoppers Penetrati