AFRICA B2C E-COMMERCE MARKET 2019 - yStats.com · page charts africa b2c e-commerce market 2019...

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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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Page 1: AFRICA B2C E-COMMERCE MARKET 2019 - yStats.com · page charts africa b2c e-commerce market 2019 publication date: june 2019 page 2 general information i page 3 key findings i page

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

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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.

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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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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

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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 Penetration, in % of Online Shoppers, 12 Months to May 2018

Top 3 Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers, May 2018

5.3. SALES & SHARES

B2C E-Commerce Sales, in USD billion, 2017 - 2022f

B2C E-Commerce Share of Total Retail Sales, in %, 2017

5.4. INTERNET USERS & ONLINE SHOPPERS

Number of Internet Users, in millions, and Penetration, in % of Population, 2015 - 2018

Internet Penetration, in % of Individuals, 2017 - 2022f

Online Shopper Penetration, in % of Internet Users, 2018

Internet Penetration, in % of Individuals, 2017 - 2022f

Online Shopper Penetration, in % of Internet Users, 2018

5.5. PAYMENT

Share of Online Shoppers Paying by Cash on Delivery, in %, 2018

Top 5 Payment Methods Used in Cross-Border E-Commerce, in % of Cross-Border Online Shoppers, May 2018

Breakdown of Likelihood of Using Mobile Payments Next Year, in % of Internet Users, Q1 2018

5.6. DELIVERY

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

5.7. PLAYERS

Breakdown by B2C E-Commerce Sales by Retailer Types, in %, 2017

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

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

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MOROCCO

6.1. OVERVIEW

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

6.2. TRENDS

Breakdown of Internet Traffic by Device, in %, 2018

Smartphone Penetration, in % of Mobile Phone Owners, by Age Group and Total, March 2018

6.3. SALES & SHARES

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

Credit Cards and Domestic and Foreign Cards (Total), 2012 – 2018

6.4. INTERNET USERS & ONLINE SHOPPERS

Internet Penetration, in % of Individuals, 2011 - 2017

Online Shopper Penetration, in % of Internet Users, February 2017 & March 2018

Online Shopper Penetration, in % of Internet Users, by Living Area and Gender, March 2018

Breakdown of Number of Purchases Made Online per Year, in % of Online Shoppers, March 2018

6.5. PRODUCTS

Top 15 Product Categories Purchased Online, in % of Online Shoppers, March 2018

6.6. PAYMENT

Barriers to Shopping Online, incl. Payment-Related, in % of Internet Users, March 2018

6.7. DELIVERY

Top 5 Drivers for Shopping Online, incl. Delivery-Related, in % of Online Shoppers, March 2018

Problems Encountered When Shopping Online, incl. Delivery-Related, in % of Online Shoppers, March 2018

6.8. PLAYERS

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

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

KENYA

7.1. OVERVIEW

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

7.2. TRENDS

Breakdown of Internet Traffic by Device, in %, 2018

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KENYA (CONT.)

7.3. SALES & SHARES

B2C E-Commerce Sales, in USD million, 2019e & 2023f

B2C E-Commerce Share of Total Retail Sales, in %, 2017

7.4. INTERNET USERS & ONLINE SHOPPERS

Internet Penetration, in % of Individuals, 2011 - 2017

Online Shopper Penetration, in % of Internet Users, 2017

7.5. PAYMENTS

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 – 2018

Breakdown of Likelihood of Using Mobile Payments Next Year, in % of Internet Users, Q1 2018

7.6. PLAYERS

Top 2 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Kenya’s Share of

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

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AFRICA B2C E-COMMERCE MARKET 2019

REPORT-SPECIFIC SAMPLE CHARTS

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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 2019

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. For the top two countries in the region,

also a text chart with a qualitative overview of competition was included.

AFRICA B2C E-COMMERCE MARKET 2019

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Nigeria B2C E-Commerce Market 2019

South Africa B2C E-Commerce Market 2019

Middle East & Africa Online Payment Methods 2019

June 2019

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Latin America B2C E-Commerce Market 2019

Asia-Pacific B2C E-Commerce Market 2019

Global Online Payment Methods 2019

Global Mobile Wallets 2019

Global Omnichannel Commerce Trends 2018

Global Online Travel Market 2018

Global B2C E-Commerce Delivery 2018

Global Clothing B2C E-Commerce Market 2018

Global Consumer Electronics B2C E-Commerce 2018

Global M-Commerce 2018

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May 2019

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December 2018

December 2018

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