A new report reveals a big increase in the number of people in South Africa who go online shopping.
The EM e-Commerce Industry Report 2016, published by Effective Measure (EM), in conjunction with Visa, showed that as many as 23% of 12,000 respondents go online to shop at least once a month.
More than half (56%) are shopping online on a weekly or monthly basis vs 45% who shop online on a yearly basis.
14% go online shopping at least once a week, the report said, with nearly two in 10 (19%) going online ‘a couple of times a month’.
With the increasing availability of online shopping in South Africa, the report reveals that consumers have purchased these 10 items the most:
- Books (29%)
- Tickets for events (28%)
- Travel tickets (28%)
- Hotel reservations (22%)
- DVDs, videos, or music (22%)
- Software (19%)
- Holiday Packages (16%)
- Clothes and accessories (14%)
- Flowers and gifts (12%)
- Toys and games (10%)
For in 10 (41%) respondents indicated that the overriding assurance they look for when shopping online is guaranteed returns and 59% say that an “on delivery” payment option would motivate them to purchase online more often.
When it comes to paying for goods online, card payments are preferable with 58% of respondents indicating that they prefer to pay with a card and 23% would rather pay on delivery.
Other key insights from the report include:
- 50% of online shoppers in South Africa have a household income of R20 000+ with over 60% working full-time jobs.
- The four main reasons users enjoy shopping online include time saving, product review access, special offers and price comparisons.
- Delivery within 5 working days is most common and South African online consumers are largely content with this.
- Young SA consumers who choose not to shop online, do so due to the fact that they do not have access to credit facilities.