Meeting local consumers where they are. Top commodity categories in e-commerce. Why platform measurement is key.

1. KEYNOTE
Chanel Hardman
SUB SAHARAN AFRICA DIRECTOR
USHAREIT
Growing the small to
medium e-commerce
enterprise market
CAPE TOWN, SOUTH AFRICA ~ OCTOBER 25 - 26, 2023
DIGIMARCONAFRICA.COM | #DigiMarConAfrica

2. Chanel Hardman is the Sub-Saharan Africa Director at the SHAREit Group. Her passion is to
drive app user growth and online connectivity as this leads to socio-economic inclusion which is
an absolute necessity for economic transformation.
Prior to her role at SHAREit, Chanel was appointed as Head of Sales at Tencent Africa. Her long
standing career at Media24’s digital division, 24.com was where she acquired her publishing
knowledge receiving top honours for the best Business Development Manager in the Group.
Chanel Hardman
Sub Saharan Africa Director,
SHAREit Group
Scan the QR code to
connect with
Chanel Hardman
on LinkedIn

3. ➢ Meeting local consumer where they are
➢ Top commodity categories in e-commerce
➢ Platform measurement
➢ Key take outs
Discussion Points
Growing the small to medium e-commerce enterprise market

4. Index Score 2021
South Africa : 64.5
USA : 88.3
Source: GSMA Mobile Connectivity Index 2022
Meet the customers where they are
100
90
80
70
60
50
40
30
20
10
0
Content & Services Affordability
Consumer Readiness
Infrastructure
USA
South Africa
Preparedness or willingness to purchase
Access to affordable handsets.
Coverage gap’ refers to populations that do not live within the
footprint of a mobile broadband network (3G or above).

5. Registered users of e-commerce in South Africa in 2022 are about 27.40 million, with an e-commerce
penetration rate of~ 46%. It is expected that the registered users of e-commerce in 2027 will exceed 37.90
million, and the e-commerce penetration rate will be 60%. Competing with countries four times larger than the
SA population.
Ecommerce users

6. Top Categories:
• Electronics
• Fashion
• Beauty and personal care
• Furniture
GMV contribution per category

7. What do my users do in my app?
Which of my dormant users uninstalled?
Which users should I bring back? How do I do that?
Which of my users spend?
Q1
Q2
Q3
Q4
Q5
What causes them to spend?
Importance of Measurement

8. Key takeout
✓ Partner with products to bypass and support poor network performance, enabling a
seamless smartphone experience
✓ With bandwidth and latency challenges at bay, keep an eye on how large your app is
✓ An established SDK has probably had most the major bugs worked out
✓ Limited data means inaccurate targeting
✓ Lower cost per install, do not guarantee best quality conversions
✓ Limit your events to 6
✓ Local relevance is key
✓ Consider partnering with brands that offer Appographic targeting allowing specific cohort of
users