E-Commerce

E-Commerce in South Africa: Outlook & Retail Trends in 2023

Last Updated: October 30, 2023

How's The Development of E-Commerce in South Africa?

Online & Offline Retail in South Africa

Unit: Billion USD

Online & Offline Retail Growth in South Africa

Unit: %

Retail Value Added (% of GDP) in South Africa

Unit: %

E-Commerce Sales a a % of Retail in South Africa

Unit: %

Financial Environment

Source: World Bank, Payment Providers, eMarketer

In South Africa, There are about 8.9% of people use credit cards, and 34.1% of people use debit cards. While there are 7.9% of people purchase on the internet, there is only 20.6% of people with online banking accounts.

% of People With Financial Accounts

Unit: %

% of People with Credit Cards

Unit: %

% of People with Debit Cards

Unit: %

% of People Exchange Through Digital Channels

Unit: %

% of People Buy Through Online Channels

Unit: %

% of People with Internet Banking Accounts

Unit: %

% of People Pay Utility Bill Online

Unit: %

E-Commerce Sales as a % of Total Retail

Unit: %

Weekly Use of E-Commerce

Source: Statista Digital Market Outlook

46.7% Citizens Purchase Products & Services Through Online Channels Every Week
20.9% Purchase Groceries Online Every Week
11.4% Purchase Second-hand products Every Week
29.8% Use Price Comparing Website Every Week
4.6% Use BNLP Every Week

E-Commerce Driving Factors

Source: GWI.com (Q3, 2021)

For E-Commerce Customers in South AfricaWhat are the major driving factors to purchasing online?

% of respondents think is their main drivers

Source: Multi-select survey

Consumer Goods E-Commerce in South Africa

Source: GWI.com (Q3, 2021)

There is 24.70 million consumer goods e-commerce users in South Africa, and they spend total of around 9.61 billion USD dollars in 2021. That makes a per capita spending on consumer goods e-commerce of around 389 USD. Also, in those e-commerce users, about 46.3% of them purchase through their mobile phone.

Market Size of Consumer Goods E-Commerce

Unit: Million USD

Digital Media E-Commerce in South Africa

Source: Digital Market Outlook 2021

Market Size of Digital Media E-Commerce

Unit: Million USD

Reference

Retail Sales & E-Commerce Penetration: eMarketer, Edge By Ascential, Euromonitor Retail Passport
Currency: Based on IMF Data 2022/12
Consumer Behavior: Statista Digital Market Outlook
Retail Channels: Euromonitor, Local Association, Financial Reports (Of Relevant Retailers)
Data Compilation: OOSGA.org
Analysis: OOSGA CR Team Analytics

Author: CR Team

Our consumer research practice tracks what customers spend and how they make decisions across major economies in the world.

E-Commerce in South Africa: Outlook & Retail Trends in 2023

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How's The Development of E-Commerce in South Africa?

Financial Environment

Weekly Use of E-Commerce

E-Commerce Driving Factors

Consumer Goods E-Commerce in South Africa

Digital Media E-Commerce in South Africa