Takealot’s one big advantage
Takealot’s latest data shows that shoppers across the country are shopping in the early hours of the morning, which is a key advantage for the e-commerce site over traditional retail that operates during the day.
Takealot has released a series of data on its customers’ shopping habits as part of its 15th birthday celebration.
“15 years ago, we set out to make online shopping accessible to every South African,” said Karla
Levick, Chief Marketing Officer at Takealot.
“Today, with millions of people browsing our platform annually, we don’t just serve the South African shopper; we understand them better than anyone.”
Over the last year, the company has seen over 5 million shoppers, 1 billion product searches, and 174 million kilometres delivered, equivalent to 22,730 laps around South Africa’s border.
“These aren’t just metrics, they’re millions of individual decisions that, when aggregated, tell us the story of a nation’s needs, wants, and aspirations,” Levick added.
Takealot’s data showed that the top 10 search terms across its customers were primarily related to technology:
- iPhone – 15 million+ searches
- Baby – 8.5 million
- Laptop – 5 million+
- Smart TV – 5 million
- Samsung Phones – 5 million
- Hairdryer – 4.5 million
- Airfryer special deals 4 million
- Coffee table – 3.5 million
- Lego – 3.5 million
- Fridges – 3 million
Takealot said that search data reveals key insights into South Africa’s consumer behaviour, with shoppers prioritising essential and aspirational products and home improvement categories.
Takealot’s data also showed that many South Africans are making use of the 24/7 nature of online shopping.
The Naspers-owned company said that Gauteng dominates midnight shopping, followed by the Western Cape and KwaZulu-Natal.
In the early morning hours, 2 to 4 AM, digital products, particularly mobile airtime and voucher-led purchases, which reflected South Africans’ need for instant connectivity at all hours.
Geographic analysis also revealed distinct regional preferences, with Gauteng shoppers leading in wellness and personal care categories.
Takealot said that KZN shows a strong preference for home comfort categories, including small appliances, audio accessories, and snack foods.
Limpopo also demonstrated a higher-than-average interest in large appliances, entertainment technology, such as large-screen televisions, and outdoor recreation equipment.
At-home delivery is not for everyone
Takealot added that the nation’s diverse socioeconomic landscape is reflected in fulfilment preferences.
Takealot’s nationwide network of Pickup Points processed over 1 million orders at its top five locations alone. Richmond Park in Cape Town had the highest number, followed by Midrand’s N1 Bridge.
Suburban areas show major splits, with affluent neighbourhoods favouring doorstep delivery. Other communities prefer the flexibility and cost-effectiveness of collection points.
Takealot noted that its scale isn’t just for shoppers, as it has created a marketplace for over 12,000 local businesses and entrepreneurs, who have logistics support from 15,000 drivers.
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