These are the 10 things South Africans love to buy online

 ·8 Jun 2016
e-commerce online shopping

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.

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