South Africa Retail, Direct Selling and B2C E-Commerce Report 2012

South Africa Retail, Direct Selling and
B2C E-Commerce Report 2012

May 2012

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May 2012

Publication Date
May 2012
Language
English
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Number of Pages/Charts
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South Africa
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South Africa Retail, Direct Selling and B2C E-Commerce Report 2012

Key Findings
Covering Retail, Direct Selling and B2C E-Commerce in South Africa
• Almost a quarter of all people living South Africa was unemployed in 2011, a much higher rate than
the world average of below 10%.
• South African retail sales are expected to increase until at least 2015, based on factors including
higher disposable income and more foreign visitors.
• Turnover in direct selling in South Africa was projected to continue risingin 2011.
• In 2011, B2C E-Commerce sales in South Africa increased by almost a third compared to 2010, while
the share of online shoppers on Internet users also grew.
• In 2011, more than 10% of mobile Internet users in South Africa “Had shopped via Mobile Phone”,
a trend that was connected with the broad acceptance of mobile payment solutions.

Company and Product Information
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Table of Contents (1 of 2)
1. MANAGEMENT SUMMARY 3. RETAIL

2. ECONOMY AND DEMOGRAPHICS • Largest Retail Companies in South Africa among the
biggest Global Retail Companies, by Global Retail
• South Africa vs. World Average Economic Sales, in USD million, 2010
Comparison, 2011
• News about South African Retailers: Shoprite,
• Economic Facts about South Africa 2011/2012
• Economic Trends in South Africa, 2011 • News about South African Retailers: Massmart,
• Demographic Facts about South Africa, 2011 2011/2012
• News about South African Retailers: Pick n Pay,
• South African Population by Age Groups, in % of
2011/2012
total Population, 2011
• News about South African Retailers: SPAR,
• South African Population by Provinces, in % of
2011/2012 and SPAR Group Revenues, in ZAR
total Population, 2011
billion, 2007-2012f
• News about South African Retailers: Steinhoff
International, 2011/2012
3. RETAIL
• News about South African Retailers: Woolworths,
2011/2012
• Retail Sales Outlook for South Africa, 2011-2015
• Retail Sales in South Africa, in ZAR billion,
2011e & 2015f
• Retail Sales Trends, 2010/2011 and Fast-Moving 4. DIRECT SELLING
Consumer Goods Sales Growth, in %, 2009 & 2010
• Seasonally adjusted total Retail Trade Sales at • South African Direct Selling Turnover, in ZAR billion,
constant 2008 Prices, monthly, in ZAR million, 2009-2011f
2007-Feb 2012
• Direct Selling Sales in South Africa by top
• Retail Category Sales Trends in
Categories, in % of Sales, 2010
South Africa, 2011-2015 and Consumer Electronics
• Direct Selling Sales in South Africa by top Provinces,
and Over-the-Counter Pharmaceuticals Sales, in USD
billion, 2011e & 2015f in % of Sales, 2010

• Share of Food Consumption in South Africa in Terms • Direct Selling Sales People in South Africa, in
of total Retail Sales, in %, 2011e & 2015f millions, 2009 & 2010

• Food Retail in South Africa, 2011/2012 • Breakdown of Direct Selling Sales People in South
• South African Technical Consumer Goods Africa, by Gender, in %, 2010
Market, by Category, in ZAR million, Q1-Q4 2011 • List of Direct Selling Players in South Africa, 2012
and 2010 vs. 2011
• Clothing Retail Trends in South Africa, 2011/2012



Table of Contents (2 of 2)
5. B2C E-COMMERCE 5. B2C E-COMMERCE (cont.)
Trends Sales
• Africa Top 10 Internet Countries, in million Users, • B2C E-Commerce Sales in South Africa, in ZAR
December 2011 billion, 2009-2011
• Africa Top 10 Facebook Countries, in million Users,
December 2011 Shares
• Social Media Trends in South Africa, 2011 • Breakdown of total Retail in South Africa into Online
Retail and physical Retail, in %, 2010 and Online
• Online Habits of South African Audience on Real Retail and Physical Retail Growth Rates, in %, 2010
Estate Websites, 2012 and Online Activities of South
African Real Estate Website Audience, in %, 2012
Products
• B2C E-Commerce Trends in South Africa, 2010-2012 • Most popular Categories in the Holiday Shopping
• South African Spending on Online Shopping, by Season in South Africa, in %, 2011
Gender, in %, 12 Months ending October 2011

• Top Reasons regarding Choice of Online Retailer, Users / Shoppers
in % Online Shoppers, 2011 • Online Shoppers in South Africa, in % of Internet
Users, 2009-2011
• Barriers to foreign Online Shopping in South Africa,
in % of Online Shoppers, 2011 • South African Internet Users having shopped Online,
by Gender, in %, 12 Months ending October 2011
• Reasons for Internet Usage in South Africa, 2011-Q1
2012 and Breakdown of Online Retail in South Africa
into Air Tickets and Other Online Retail, in %, 2011
Players
• Mobile Retail Trends, 2012 • Growing B2C E-Commerce Players in South Africa,
2011/2012
• Share of Mobile Phone Owners in South Africa
accessing the Internet using their Phone, in %, 2011 • Top 3 Online Shops in South Africa, by Popularity,
in %, 2011
• Breakdown of Mobile Commerce via Mobile Phones in • Top 3 most popular Online Shops in South Africa,
South Africa, in % of Mobile Internet Users, 2011
Unique Visitors, in thousands, and Audience Reach,
• Mobile Banking Development, 2011/2012 in %, March 2012
• News about B2C E-Commerce Players in
• B2C E-Commerce Delivery Trends in South Africa,
South Africa: Bid-or-Buy, 2012
2011/2012
• Online Research Conduction prior to In-Store South Africa: Kalahari, 2011/2012
Purchase and Offline Research Conduction prior to
Online Purchase in South Africa, by Gender, in % of
South Africa: Samsung, 2012
Internet Users, 12 Months ending October 2011
• Online Research Conduction prior to Online Purchase South Africa: Takealot, 2011
in South Africa, by Gender, in % of Internet Users,
12 Months ending October 2011
South Africa: Vaimo, 2012
• Online Shopping Security Concerns in South Africa, • Breakdown of Group-buying Websites in
in % of Internet Users, 2009-2011 South Africa, by Market Share, in %, 2011
• Online Travel Market Trends in South Africa, 2011



Samples


Economy and Demographics Retail Direct Selling B2C E-Commerce

Seasonally adjusted total retail trade sales at constant 2008 prices in
January and February 2012 were the highest ever in these months.
Seasonally adjusted total Retail Trade Sales at constant 2008 Prices, monthly, in ZAR million, 2007-Feb 2012

Month 2007 2008 2009 2010 2011 2012

January 40,914 41,412 41,149 41,494 43,999 46,289

February 41,236 41,497 41,342 41,595 43,775 45,287

March 41,930 42,399 41,243 41,842 43,883 n.a.

April 42,491 43,481 40,192 41,578 45,286 n.a.

May 42,668 41,307 40,382 42,219 43,368 n.a.

June 41,746 43,209 40,302 43,315 44,274 n.a.

July 42,131 41,783 40,355 43,108 44,879 n.a.

August 42,333 41,843 40,157 42,688 45,476 n.a.

September 42,232 41,483 40,359 42,663 45,891 n.a.

October 41,717 42,016 39,937 42,935 46,270 n.a.

November 42,211 41,539 40,119 43,138 46,257 n.a.

December 41,536 41,541 40,592 43,520 46,748 n.a.

Source: Statistics South Africa, February 2012

20


Economy and Demographics Retail Direct Selling B2C E-Commerce

Having 6.8 million Internet users in December 2011, South Africa was the
fifth largest Internet country in Africa, while Nigeria led with 45.0 million.
Africa Top 10 Internet Countries, in million Users, December 2011

Nigeria 45,0

Egypt 21,7

Morocco 15,7

Kenya 10,5

South Africa 6,8

Tanzania 4,9

Algeria 4,7

Uganda 4,2

Sudan 4,2

Tunisia 3,9

0 10 20 30 40 50

Source: Internet World Stats, April 2012

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South Africa Retail, Direct Selling and B2C E-Commerce Report 2012

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