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SOUTH AFRICA B2C E-COMMERCE MARKET 2016 PUBLICATION DATE: MAY 2016

PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4 - 5 TABLE OF CONTENTS I PAGE 6 REPORT-SPECIFIC SAMPLE

CHARTS I PAGE 7 METHODOLOGY I PAGE 8 RELATED REPORTS I PAGE 9 CLIENTS I PAGE 10-11 FREQUENTLY ASKED QUESTIONS

PAGE 12 ORDER FORM I PAGE 13 TERMS AND CONDITIONS

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PRODUCT DETAILS Title:

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South Africa B2C E-Commerce Market 2016

Market Report

B2C E-Commerce

Africa

South Africa

English

PDF & PowerPoint

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Global Site License:

€ 750 (exc. VAT)

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QUESTIONS

ANSWERED

IN THIS REPORT

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?

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

SOUTH AFRICA B2C E-COMMERCE MARKET 2016

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CONSUMER DEMAND DRIVES UP B2C E-COMMERCE SALES IN SOUTH 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, the new report by yStats.com 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

yStats.com’s report. This ranking is topped by digital and small item purchases, such as ticket

reservations and books. Payment security 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 Takealot.com, which joined forces with another online retailer, Kalahari.com in

2015, according to yStats.com’s findings. 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 Amazon.com, Ebay.com and Alibaba.com are among popular

destinations for South Africa’s Internet users, indicating further potential for the cross-border

online shopping trend.

SOUTH AFRICA B2C E-COMMERCE MARKET 2016

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MANAGEMENT SUMMARY

OVERVIEW AND INTERNATIONAL COMPARISONS

B2C E-Commerce Market Overview, May 2016

Internet Penetration in South Africa, in % of Individuals, Compared to Egypt, Kenya, Morocco, Nigeria, 2014

Internet Penetration in South Africa, by Age Group, Gender and Total, in % of Adults, Compared to Burkina

Faso, Ethiopia, Ghana, Kenya, Nigeria, Senegal, Tanzania, Uganda, May 2015

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

Phone, in % of Adults, Compared to Burkina Faso, Ethiopia, Ghana, Kenya, Nigeria, Senegal, Tanzania, Uganda,

May 2015

Number of Mobile Phone Users in South Africa, in millions, and Mobile Phone User Penetration, in % of

Population, Compared to Nigeria and Egypt, 2013 - 2019f

Number of Smartphone Users in South Africa, in millions, and Smartphone User Penetration, in % of Mobile

Phone Users, Compared to Nigeria and Egypt, 2013 - 2018f

TRENDS

Breakdown of Internet Subscriptions by Type, in % and in millions, September 2015

Breakdown of Devices Used to Access the Internet, in % of Internet Users, January 2016

Devices Used for Shopping Online, in % of Online Shoppers, 2013 & 2014

Shopping-Related Activities Carried out via Mobile Internet, in % of Mobile Internet Users, August 2015

Share of Online Shoppers Who Check a Retailer's Flyer Online to Ensure They Get the Best Deal Prior to

Purchasing, in %, October 2015

Breakdown of Online Shopping Destinations, by Cross-Border and Domestic, in % of Online Shoppers, 12

Months to October 2015

SALES & SHARES

B2C E-Commerce Sales, in ZAR billion, 2014 & 2018f

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

B2C E-Commerce Sales, in ZAR billion, 2012 - 2016f

B2C E-Commerce’s Share of Total Retail Sales, 2014 & 2016f

B2C E-Commerce’s Share of Total Retail Sales, 2011 - 2020f

USERS & SHOPPERS

Internet Penetration, in % of Individuals, 2010 - 2014

Breakdown of Internet Users, by Age and Gender, in %, January 2016

Activities Carried Out Online, in % of Internet Users, October 2015

Share of Internet Users Shopping Online, in %, and Share of Internet Users Planning to Shop Online in the

Future, in %, 2014

Number of Online Shoppers, in millions, 2012-2014

SOUTH AFRICA B2C E-COMMERCE MARKET 2016

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TABLE OF CONTENTS (1 OF 2)

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PRODUCTS

Product Categories Purchased Online, in % of Online Shoppers, October 2015

Top 3 Product Categories Purchased Online, in % of Online Shoppers, October 2015

PAYMENT

Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2015

Share of Online Transactions Paid with Credit/Check Card, in %, 2015e

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

Respondents, 2014

DELIVERY

Key Drivers for Online Shopping, incl. Delivery, in % of Online Shoppers, 2014

Share of Online Shoppers Who Are Concerned About Deliveries Arriving When They Are Not At Home,

October 2015

PLAYERS

B2C E-Commerce Players Overview, April 2016

Top 10 E-Commerce Websites, by Website Rank, May 2016, incl. Category, Website Visits, in millions, April

2016, and Share of Traffic from South Africa, 3 Months to May 2016

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SOUTH AFRICA B2C E-COMMERCE MARKET 2016

TABLE OF CONTENTS (2 OF 2)

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SOUTH AFRICA B2C E-COMMERCE MARKET 2016

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 SOUTH AFRICA B2C E-COMMERCE MARKET 2016 REPORT

Report Coverage

This report covers the B2C E-Commerce market in South

Africa. It includes relevant information about international

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

Internet users and shoppers, products, payment methods,

delivery and players.

Report Structure

The report starts with an overview of the B2C E-

Commerce market and international comparisons, where the

relevant country is compared to other countries in the region in

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

and mobile penetration rates.

Next, the “Trends” section includes an overview of

market trends, such as cross-border B2C E-Commerce, M-

Commerce and online comparison shopping.

The section “Sales & Shares” covers the development of

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

sales, including historical sales and forecasts from various sources.

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.

The next section, “Payment”, covers the payment

methods most used by online shoppers.

Furthermore, the “Delivery” section covers information

related to delivery in online shopping.

Finally, the “Players” section includes information about

the leading E-Commerce companies, including a ranking of the

most visited online shopping websites.

SOUTH AFRICA B2C E-COMMERCE MARKET 2016

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UPCOMING RELATED REPORTS

Iran B2C E-Commerce Market 2016 May 2016 € 450

Middle East B2C E-Commerce Market 2016 May 2016 € 1,950

Saudi Arabia B2C E-Commerce Market 2016 April 2016 € 750

UAE B2C E-Commerce Market 2016 April 2016 € 750

Middle East And Africa Online Payment Methods: Full Year 2015 March 2016 € 950

MENA B2C E-Commerce Market 2015 March 2015 € 2,450

Africa B2C E-Commerce Market 2015 February 2015 € 1,750

Turkey B2C E-Commerce Market 2016 April 2016 € 950

BRIC B2C E-Commerce Markets 2016 March 2016 € 1,950

Latin America B2C E-Commerce Market 2016 March 2016 € 1,950

Eastern Europe B2C E-Commerce Market 2015 January 2016 € 1,950

CIS B2C E-Commerce Market 2015 January 2016 € 2,450

Russia B2C E-Commerce Market 2015 December 2015 € 950

North America B2C E-Commerce Market 2015 November 2015 € 950

Central Asia & Caucasus B2C E-Commerce Market 2015 November 2015 € 1,450

Asia-Pacific B2C E-Commerce Market 2015 October 2015 € 3,450

Southeast Asia B2C E-Commerce Market 2015 September 2015 € 1,950

India B2C E-Commerce Market 2015 September 2015 € 950

Indonesia B2C E-Commerce Market 2015 August 2015 € 750

Global Online Payment Methods: Full Year 2015 February 2016 € 2,950

Global Cross-Border B2C E-Commerce 2015 August 2015 € 2,950

Global B2C E-Commerce Delivery 2015 October 2015 € 2,950

REPORT

PUBLICATION

DATE

PRICE*

Africa B2C E-Commerce Market 2016

MENA B2C E-Commerce Market 2016

May 2016

May 2016

€ 1,950

€ 2,950

SOUTH AFRICA B2C E-COMMERCE MARKET 2016

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