Free Report Samples for our publication "South Africa B2C E-Commerce Market 2019". Find the full 2019 report available for purchase at: https://bit.ly/3t42MJ5 Find the full 2022 report available for purchase at: https://bit.ly/3zaKh9x

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GENERAL METHODOLOGY OF MARKET REPORTS
Secondary Market Research
 The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are
solely based on information and data acquired from national and international statistical offices, industry and trade associations, business reports, business and
company databases, journals, company registries, news portals and many other reliable sources. By using various sources we ensure maximum objectivity for
all obtained data. As a result, companies gain a precise and unbiased impression of the market situation.
 Cross referencing of data is conducted in order to ensure validity and reliability.
 The source of information and its release date are provided on every chart. It is possible that the information contained in one chart is derived from several
sources. If this is the case, all sources are mentioned on the chart.
 The reports include mainly data from the last 12 months prior to the date of report publication. Exact publication dates are mentioned in every chart.
Definitions
 The reports take into account a broad definition of B2C E-Commerce, which might include mobile commerce. As definitions may vary among sources, exact
definition used by the source (if available) is included at the bottom of the chart.
Chart Types
 Our reports include text charts, pie charts, bar charts, rankings, line graphs and tables. Every chart contains an Action Title, which summarizes the main
idea/finding of the chart and a Subtitle, which provides necessary information about the country, the topic, units or measures of currency, and the applicable time
period(s) to which the data refers. With respect to rankings, it is possible that the summation of all categories amounts to more than 100%. In this case, multiple
answers were possible, which is noted at the bottom of the chart.
Report Structure
 Reports are comprised of the following elements, in the following order: Cover page, preface, legal notice, methodology, definitions, table of contents,
management summary (summarizing main information contained in each section of report) and report content (divided into sections and chapters). When
available, we also include forecasts in our report content. These forecasts are not our own; they are published by reliable sources. Within Global and Regional
reports, we include all major developed and emerging markets, ranked in order of importance by using evaluative criteria such as sales figures.
Notes and Currency Values
 If available, additional information about the data collection, for example the time of survey and number of people surveyed, is provided in the form of a note. In
some cases, the note (also) contains additional information needed to fully understand the contents of the respective data.
 When providing information about amounts of money, local currencies are most often used. When referencing currency values in the Action Title, the EUR
values are also provided in brackets. The conversions are always made using the average currency exchange rate for the respective time period. Should the
currency figure be in the future, the average exchange rate of the past 12 months is used.

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METHODOLOGY OF THE CURRENT REPORT
Report Coverage
 This report covers the B2C E-Commerce market in South Africa. A broad definition of retail E-Commerce used by some original sources cited in this report might
include both B2C and C2C E-Commerce.
 The report contains relevant information about international comparisons, market trends, B2C E-Commerce sales and shares, Internet users and shoppers,
products, payment methods, delivery and players.
Report Structure
 The report starts with an overview of the B2C E-Commerce market and international comparisons, where the relevant country is compared to other countries in
the region in terms of criteria relevant to E-Commerce sales.
 Next, the “Trends” section includes an overview of market trends, such as M-Commerce and cross-border E-Commerce.
 The section “Sales & Shares” covers the development of retail B2C E-Commerce sales and E-Commerce’s share of total retail sales.
 In the “Users & Shoppers” section, information about Internet penetration and online shoppers is included.
 Afterwards, the section “Products” shows the leading product categories purchased online.
 The next section, “Payment”, covers the payment methods most used by online shoppers.
 Furthermore, the “Delivery” section covers information related to delivery in E-Commerce, such as preferred delivery methods.
 Finally, the “Players” section includes information about the leading E-Commerce companies.

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DEFINITIONS
 B2C E-COMMERCE
the sale of products (and services) through electronic transactions via the Internet from businesses to
consumers.
 B2C E-COMMERCE SALES
the total sales generated either on the B2C E-Commerce market in a certain country or region, or the total
sales generated through B2C E-Commerce by a player on the market.
 M-COMMERCE
M-Commerce, also called “Mobile Commerce”, means the sale of products (and services) through electronic
transactions via mobile devices, such as mobile phones, tablets and smartphones.
 CROSS-BORDER B2C E-COMMERCE
the sale of goods (and services) directly to consumers in other countries, with orders made online through
foreign online shops and delivered from the country where the foreign shop is based or from a central logistics
facility, i.e. across the country’s borders.
 INTERNET USERS the total number of inhabitants in a certain country that regularly accesses the Internet.
 ONLINE SHOPPERS the total number of inhabitants in a certain country or region that participates in B2C E-Commerce.
 ONLINE CLASSIFIEDS
an online platform, where both consumers and businesses can publish small advertisements about the sale of
goods and services.
 COMPARISON SHOPPING WEBSITES
websites providing comparison functions, such as price and product features, among the offers of third-party
merchants and service providers (online and/or store-based); for the purchase of products such websites
usually redirect to the website with the respective offering.
 OMNICHANNEL
an approach to retail that strives to provide the customer with the seamless shopping experience across all
retail channels, such as in-store, online and mobile.
The following expressions and definitions are used in this B2C E-Commerce market report*:
Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective
charts

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TABLE OF CONTENTS (1 OF 2)
1. Management Summary
2. Overview & International Comparisons
• B2C E-Commerce Market Overview, May 2019
• B2C E-Commerce Share of Total Retail Sales, by Selected Countries Worldwide, incl. South Africa, in %, 2018e
• Internet Penetration in South Africa, in % of Individuals, Compared to Egypt, Kenya, Morocco, Nigeria, 2017
• Internet Penetration in South Africa, in % of Population, Compared to Nigeria and Sub-Saharan Africa, 2017 - 2022f
• Breakdown of Mobile Phone Ownership in South Africa, by Smartphone, Other Mobile Phone and No Mobile Phone, in % of Adults, Compared to
Ghana, Kenya, Nigeria, Senegal, Tanzania, 2017
3. Trend
• Breakdown of Internet Traffic by Device, in %, 2018
• Devices Used for Shopping Online, in % of Online Shoppers, 2016 & 2018e
• Shopping-Related Activities Carried Out Online, in % of Individuals, 2018
• Webrooming and Showrooming Penetration, in % of Internet Users, September 2018
• Cross-Border Online Shoppers Penetration, in % of Online Shoppers, 12 Months to May 2018
• Top 3 Countries Purchased from in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in South Africa, May 2018
• Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers, May 2018
4. Sales & Shares
• B2C E-Commerce Sales, in ZAR billion, 2016 - 2023f
• B2C E-Commerce’s Share of Total Retail Sales, 2018 - 2023f
• B2C E-Commerce Sales, in ZAR billion, 2015 - 2020f
• B2C E-Commerce’s Share of Total Retail Sales, 2018 & 2022f
5. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2017 - 2022f
• Online Shoppers Penetration, in % of Internet Users, August 2018
• Breakdown of Frequency of Online Shopping, in % of Online Shoppers, August 2018
• Breakdown of Barriers to E-Commerce, in % of Internet Users Who Do Not Shop Online, August 2018

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TABLE OF CONTENTS (2 OF 2)
6. Products
• Breakdown of Product Categories Purchased Online, in % of Online Shoppers, August 2018
• Top 3 Product Categories Purchased Online, in % of Online Shoppers, May 2018
7. Payment
• Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, 2017 & 2018
• Payment Methods Used in Cross-Border E-Commerce, in % of Cross-Border Online Shoppers, May 2018
• Breakdown of Likelihood of Using Mobile Payments Next Year, in % of Internet Users, Q1 2018
8. Delivery
• Breakdown of Factors That Would Encourage to Shop Online More, incl. Delivery-Related, in % of Online Shoppers, August 2018
• Delivery-Related Barriers to Cross-Border Shopping, in % of Cross-Border Online Shoppers, May 2018
• Breakdown of Delivery Methods Used in Online Shopping, in % Online Shoppers, 2018e
9. Players
• B2C E-Commerce Players Overview, May 2019
• Top 5 Online Shopping Websites, incl. Total Website Visits on Desktop and Mobile, in millions, South Africa’s Share of Total Visits on Desktop,
in %, March 2019

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1. Management Summary 10 – 10
2. Overview & International Comparisons 12 – 16
3. Trends 17 – 24
4. Sales & Shares 25 – 29
5. Internet Users & Online Shoppers 30 – 34
6. Products 35 – 37
7. Payment 38 – 41
8. Delivery 42 – 45
9. Players 46 – 48

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B2C E-Commerce
1,4%
Other Retail
98,6%
2022f2018
B2C E-Commerce
2.0%
Other Retail
98.0%
B2C E-Commerce is expected to reach 2.0% of South Africa’s retail
sales in 2022, up from 1.4% in 2018.
South Africa: B2C E-Commerce’s Share of Total Retail Sales, 2018 & 2022f
Source: World Wide Worx, Visa, Platinum Seed, December 2018

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16%
28%
34%
0% 25% 50% 75% 100%
UK
China
USA
in % of Cross-Border Online Shoppers
The USA (34%) and China (28%) were the top destinations for cross-
border online shoppers in South Africa, as of May 2018.
South Africa: Top 3 Countries Purchased from in Cross-Border Online Shopping, in % of Cross-Border
Online Shoppers in South Africa, May 2018
Note: does not add up to 100% due to multiple answers possible; only the top 3 answers are ranked
Survey: based on a survey of 34,000 Internet users in 31 markets, incl. South Africa, ages 18+, conducted between March and May 2018
Source: PayPal, Ipsos, August 2018

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