South Africa: customers buy online but not often

Tuesday 10 June 2014 13:32 CET | News

South African customers are more and more into online shopping, but do not make a habit out of it yet, as the majority of internet users made a digital purchase at least once every six months, according to a study from the Interactive Advertising Bureau South Africa (IAB South Africa) conducted by the research company Effective Measure for 2013.

Digital purchasing was not very highly rated, with 4% and 16.3% of internet users buying online once a week or month, respectively. Even in the 3-month timeframe, only 17.5% said they made a digital purchase once during that period.

The reports issued by the research company PricewaterhouseCoopers showed similar findings, with the highest percentages making purchases several times per year (45%) or monthly (32%) in 2013. Just 2% bought daily, while 12% purchased weekly.

The same study also found that the number of first-time digital buyers jumped 25% year-over-year. The IAB South Africa/Effective Measure report found that the most common amount spent monthly on digital purchases among internet users in South Africa was between USD 21 (ZAR 201) and USD 52 (ZAR 500).

Books and travel, as well as entertainment items were the top categories in terms of online purchases by customers in South Africa.

Check out our Cross-border Ecommerce Research section here for more info on country-specific ecommerce facts & figures, preferred payment methods, risk and fraud, as well as ecommerce legislation & regulation for mature and emerging markets.

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Keywords: South Africa, online shopping, online sales, Customers, internet users, digital buyers, books, travel. entertainment
Categories: Payments & Commerce
Countries: World
This article is part of category

Payments & Commerce