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

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 I

PAGE 12 ORDER FORM I PAGE 13 TERMS AND CONDITIONS

2

2

PRODUCT DETAILS Title:

Type of Product:

Category:

Covered Regions:

Covered Countries:

Language:

Formats:

Number of Charts:

South Africa B2C E-Commerce Market 2019

Report

B2C E-Commerce

N/A

South Africa

English

PDF & PowerPoint

49

PRICES* Single User License:

Site License:

Global Site License:

€ 750 (exc. VAT)

€ 1,125 (exc. VAT)

€ 1,500 (exc. VAT)

We occasionally offer a discount on selected reports as newer reports are published.

Please see the most up-to-date pricing on our website www.ystats.com.

QUESTIONS

ANSWERED

IN THIS REPORT

What is the current state and the prospects of B2C E-Commerce in South Africa?

How does the infrastructure necessary for evolvement of online retail develop in South Africa?

What are the major B2C E-Commerce trends in South Africa?

Which product categories are most purchased by online shoppers in this country?

Who are the key competitors in South Africa’s E-Commerce?

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 2019

SOUTH AFRICA’S B2C E-COMMERCE SHARE OF RETAIL TO INCREASE BY 2022

B2C E-Commerce accounted for around just 1% of South Africa’s total retail sales in

2018, compared to double-digit shares in the world’s top 3 digital markets worldwide, China,

the USA and the UK. However, online shopping is gaining traction as online pure plays and

store-based retailers are investing in developing the digital channel and winning consumers’

trust. By 2022, E-Commerce’s share of total retail sales could nearly double, according to a

projection cited by yStats.com in the new publication.

As of 2018, nearly one in two connected consumers in South Africa made purchases

online. With Internet penetration on the rise, the number of online shoppers is also

projected to increase. Furthermore, there is room for growth in terms of buying frequency:

around two in three online shoppers buy once every three months or less often, according

to surveys cited in the yStats.com report. The leading product categories purchased by

South African shoppers digitally include books, fashion, beauty and personal care.

The yStats.com report also reveals that an increasing number of online consumers in

South Africa shop via smartphone. Over the past two years, their share expanded by more

than +20 percentage points, while the number of those buying via desktop computers

declined. In addition to M-Commerce, another important trend is cross-border shopping.

More than half of online shoppers in South Africa make purchases on foreign websites. The

leading international online shopping destinations include the U.S., China and the UK.

However, high delivery costs and import duties favor local platforms such as Nasper’s

Takealot.

SOUTH AFRICA B2C E-COMMERCE MARKET 2019

3

MANAGEMENT SUMMARY

OVERVIEW & INTERNATIONAL COMPARISONS

B2C E-Commerce Market Overview, May 2019

B2C E-Commerce Share of Total Retail Sales, by Selected Countries Worldwide, incl. South Africa, in %, 2018e

Internet Penetration in South Africa, in % of Individuals, Compared to Egypt, Kenya, Morocco, Nigeria, 2017

Internet Penetration in South Africa, in % of Population, Compared to Nigeria and Sub-Saharan Africa, 2017 - 2022f

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

in % of Adults, Compared to Ghana, Kenya, Nigeria, Senegal, Tanzania, 2017

TRENDS

Breakdown of Internet Traffic by Device, in %, 2018

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

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

Webrooming and Showrooming Penetration, in % of Internet Users, September 2018

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

Top 3 Countries Purchased from in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in South

Africa, May 2018

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

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

INTERNET USERS & ONLINE SHOPPERS

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

Online Shoppers Penetration, in % of Internet Users, August 2018

Breakdown of Frequency of Online Shopping, in % of Online Shoppers, August 2018

Breakdown of Barriers to E-Commerce, in % of Internet Users Who Do Not Shop Online, August 2018

PRODUCTS

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

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

PAYMENT

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

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

3

2

SOUTH AFRICA B2C E-COMMERCE MARKET 2019 TABLE OF CONTENTS (1 OF 2)

4

1

4

5

7

6

5

5

DELIVERY

B2C E-Commerce Delivery Revenues, in UAH billion, 2018 & 2019f

Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, April 2018

Breakdown of Delivery Operators, in % of Delivered Orders from Online Shops, 2018

PLAYERS

Top E-Commerce Websites Used, in % of Online Shoppers, 2018

Breakdown of Traffic to E-Commerce Websites by Segment, in %, October 2018

Leading E-Commerce Websites by Segment, in % of Traffic, 2018

Top 3 Reasons for Buying Online From a Particular Website, in % of Online Shoppers, 2018

SOUTH AFRICA B2C E-COMMERCE MARKET 2019 TABLE OF CONTENTS (2 OF 2)

9

8

6

6

SOUTH AFRICA B2C E-COMMERCE MARKET 2019 REPORT-SPECIFIC SAMPLE CHARTS

6

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 2019

Report Coverage

This report covers the B2C E-Commerce market in 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.

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

E-Commerce sales.

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

trends, such as M-Commerce and cross-border E-Commerce.

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

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

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 E-Commerce, such as preferred delivery methods.

Finally, the “Players” section includes information about the

leading E-Commerce companies.

SOUTH AFRICA B2C E-COMMERCE MARKET 2019

7

Middle East B2C E-Commerce Market 2018

UAE B2C E-Commerce Market 2019

Saudi Arabia B2C E-Commerce Market 2018

Europe B2C E-Commerce Market 2018

North America B2C E-Commerce Market 2018

Latin America B2C E-Commerce Market 2018

Asia-Pacific B2C E-Commerce Market 2018

Middle East and Africa Online Payment Methods 2019

Global Online Payment Methods 2019

Global Mobile Wallets 2019

April 2019

April 2019

April 2019

September 2018

November 2018

November 2018

September 2018

February 2019

March 2019

April 2019

€ 2,450

€ 750

€ 750

€ 3,950

€ 950

€ 1,950

€ 3,950

€ 1,950

€ 2,950

€ 1,950

Global Cross-Border B2C E-Commerce 2018

Global Omnichannel Commerce Trends 2018

September 2018

December 2018

€ 2,950

€ 950

Global Online Travel Market 2018

Global B2C E-Commerce Delivery 2018

October 2018

December 2018

€ 1,950

€ 1,950

Global Clothing B2C E-Commerce Market 2018

Global Consumer Electronics B2C E-Commerce 2018

Global M-Commerce 2018

December 2018

November 2018

December 2018

€ 2,950

€ 1,950

€ 1,450

UPCOMING RELATED REPORTS

REPORT PUBLICATION

DATE

PRICE*

Nigeria B2C E-Commerce Market 2019

Africa B2C E-Commerce Market 2019

June 2019

June 2019

€ 750

€ 1,950

SOUTH AFRICA B2C E-COMMERCE MARKET 2019

8

9

10

11

12

13