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Africa B2C E-Commerce Market 2016

  • May 2016
  • -
  • yStats - Global E-Commerce Intelligence
  • -
  • 108 pages

Online shopping in Africa awaits improvements in payments and delivery

Africa has had the most rapid Internet growth rate in the world in the past five years. Still, Internet penetration rates remain low compared to other global regions. Mobile is the main means of Internet connections in Africa, according to the yStats.com report, as fixed connections make up less than 10% of the total Internet subscriptions in many countries throughout the continent, such as South Africa and Tunisia.
As Internet connectivity has grown, consumers are beginning to see the advantages of online shopping. Surveys cited in the yStats.com publication show that convenience is one of the enticements for buying online, for instance, in Nigeria and Kenya, but the fact remains that few Internet users in Africa have made an online purchase.
The yStats.com report points to two main barriers to wider acceptance of B2C E-Commerce in Africa: delivery infrastructure and secure payment methods. Several countries lack even an organized physical address system, and cash on delivery is the main payment method that the developing local online merchants, Takealot, Jumia and Konga among them, must deal with.

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Table Of Contents

Africa B2C E-Commerce Market 2016
1. Management Summary
2. Regional
- Breakdown of Global B2C E-Commerce Sales, by Regions, incl. Middle East and Africa, in %, 2014 and 2019f
- B2C E-Commerce Share of Total Retail Sales, by Global Regions, incl. Middle East and Africa, in %, 2015e
- Internet Penetration by Global Regions, incl. Africa, May 2015
- Number of Internet Users, by Global Regions, incl. Africa, in millions, and in % Change, 2010 and 2015
- Selected Socio-Economic Characteristics of Selected Countries in Africa, incl. Population, in millions, GDP, in USD billion, and GDP per Capita, in USD, by Algeria, Burkina Faso, Egypt, Ethiopia, Gabon, Ghana, Kenya, Mauritius, Morocco, Mozambique, Nigeria, Senegal, South Africa, Tunisia, Uganda, 2014
- Mobile Phone Users and Penetration in the Middle East and Africa, by Country, incl. Egypt, Nigeria, Saudi Arabia, South Africa, UAE, and Total for the Middle East and Africa, in millions and in % of Population, 2013-2019f
- Internet Users and Penetration in the Middle East and Africa, by Country, incl. Egypt, Nigeria, Saudi Arabia, South Africa, UAE and Total for the Middle East and Africa, in millions and in % of Population, 2013 - 2019f
- Internet Penetration, by Age Group, Gender and Total, in % of Adults, by Burkina Faso, Ethiopia, Ghana, Kenya, Nigeria, Senegal, South Africa, Tanzania, Uganda, May 2015
- B2C E-Commerce Index, by Algeria, Botswana, Egypt, Ghana, Kenya, Mauritius, Morocco, Nigeria
- Senegal, South Africa, Tunisia, Uganda, Zimbabwe, incl. Global Rank, 2016, Share of Individuals Using Internet, 2014, Share of Individuals with Credit Card, 2014, Secure Internet Servers per 1 million People, 2014, UPU Postal Reliability Score and UNCTAD B2C E-Commerce Index Value, 2015
- Online Shoppers in Africa, by Country, incl. Egypt, Ghana, Kenya, Mauritius, Morocco, Nigeria, South Africa, Uganda, in % of Internet Users, in % of Population and in millions, 2014
- Breakdown of Mobile Phone Ownership, by Smartphone, Other Mobile Phone and No Mobile Phone, in % of Adults, by Burkina Faso, Ethiopia, Ghana, Kenya, Nigeria, Senegal, South Africa, Tanzania, Uganda, May 2015
- Number of Smartphone Subscriptions, Mobile Broadband Subscriptions, Mobile LTE Subscriptions, and FTTx Subscriptions, in millions, and in % CAGR, 2014 and 2020f
- Mobile Internet Subscriber Penetration in Sub-Saharan Africa, in % of Population, 2014 and 2020f
3. South Africa
3.1. Overview
- B2C E-Commerce Market Overview, May 2016
3.2. Trends
- Breakdown of Internet Subscriptions by Type, in % and in millions, September 2015
- Shopping-Related Activities Carried out via Mobile Internet, in % of Mobile Internet Users, August 2015
- Breakdown of Online Shopping Destinations, by Cross-Border and Domestic, in % of Online Shoppers, 12 Months to October 2015
3.3. Sales and Shares
- B2C E-Commerce Sales, in ZAR billion, 2015 and 2020f
- B2C E-Commerce Sales, in ZAR billion, 2012 - 2016f
- B2C E-Commerce's Share of Total Retail Sales, 2014 and 2016f
3.4. Users and Shoppers
- Internet Penetration, in % of Individuals, 2010 - 2014
- Activities Carried Out Online, in % of Internet Users, October 2015
- Number of Online Shoppers, in millions, 2012-2014
3.5. Product
- Product Categories Purchased Online, in % of Online Shoppers, October 2015
- Top 3 Product Categories Purchased Online, in % of Online Shoppers, October 2015
3.6. Payment
- Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2015
- Share of Internet Users Who Do Not Shop Online Due to Lack of Trust to Online Payment, in % of Respondents, 2014
3.7. Delivery
- Key Drivers for Online Shopping, incl. Delivery, in % of Online Shoppers, 2014
- Share of Online Shoppers Who Are Concerned About Deliveries Arriving When They Are Not At Home, October 2015
3.8. Players
- B2C E-Commerce Players Overview, April 2016
- Top 10 E-Commerce Websites, by Website Rank, May 2016, incl. Category, Website Visits, in millions, April 2016, and Share of Traffic from South Africa, 3 Months to May 2016
4. Nigeria
4.1. Overview
- B2C E-Commerce Overview, May 2016
4.2. Trends
- Breakdown of Online Shopping Destinations, by Cross-Border and Domestic, in % of Online Shoppers, 12 Months to October 2015
- Top 5 Foreign Countries Purchased From Online, in % of Online Shoppers, 12 Months to October 2015
- Breakdown of Main Factors Influencing the Decision to Shop Online, in % of Online Shoppers, March 2016
4.3. Sales and Shares
- B2C E-Commerce Sales, in USD million, 2012 and 2015e
- B2C E-Commerce Share of Total Retail Sales, in %, 2013
4.4. Users and Shoppers
- Internet Penetration, in % of Individuals, 2010 - 2014
- Number of Mobile Internet Subscriptions, by GSM and CDMA, in millions, February 2015 and February 2016
- Awareness and Usage of Online Shopping, in % of Mobile Phone Owners, by Total, Gender and Age Group, March 2016
4.5. Product
- Top 3 Product Categories Purchased Online, in % of Online Shoppers, October 2015
- B2C E-Commerce Sales of Apparel and Footwear, in USD million, 2014 and 2019f
4.6. Payment
- Top 3 Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2015
- Number and Value of Internet and Mobile Payment Transactions, in millions and in NGN billion, 2011- 2015
4.7. Delivery
- Key Drivers for Online Shopping, incl. Delivery, in % of Online Shoppers, 2014
- Main Reasons for Not Shopping Online, incl. Delivery Cost, in % of Consumers Who Do Not Shop Online, 2014
4.8. Players
- B2C E-commerce Player Overview, May 2016
- Most Popular E-Commerce Websites, by Usage and Awareness, in % of Online Shoppers, March 2016
5. Egypt
5.1. Overview
- B2C E-Commerce Overview, May 2016
5.2. Trends
- Number of Internet Subscriptions by Type, in millions, February 2015 and February 2016
- Mobile Share of Online Purchases, in %, 2015e
- Breakdown of Online Shopping Destinations, by Cross-Border and Domestic, in % of Online Shoppers, 12 Months to October 2015
5.3. Sales and Shares
- B2C E-Commerce Sales, by Comparative Estimates, in USD million, 2013 - 2020f
5.4. Users and Shoppers
- Number of Internet Users, in millions, and Penetration, in % of Population, 2010 - 2014
- Number of Internet Users, in millions, and Penetration, in % of Population, 2013 - 2019f
5.5. Product
- Top 3 Product Categories Purchased Online, by Rank, 2015e
5.6. Payment
- Breakdown of Payment Methods Used in Online Shopping, in % of Online Shoppers, 2015e
5.7. Delivery
- Share of Online Shoppers Believing that Free or Minimal Delivery Charges Could Improve Online Shopping in the Future, in %, 2014
5.8. Players
- Top 10 E-Commerce Websites, by Website Rank, May 2016, incl. Category, Website Visits, in millions, April 2016, and Share of Traffic from South Africa, 3 Months to May 2016
6. Morocco
6.1. Overview
- B2C E-Commerce Overview, May 2016
6.2. Trends
- Activities Carried Online out via Mobile Phone, in % of Mobile Internet Users, Q4 2015
6.3. Sales and Shares
- E-Commerce Sales, in MAD billion, 2010 and 2014
6.4. Users and Shoppers
- Number of Internet Users, in millions, and Penetration, in % of Population, 2010 - 2014
- Online Shopper Penetration, in % of Internet Users, Q4 2015
- Number of Online Shoppers, in thousands, 2011 and 2014
6.5. Product
- Product Categories Purchased Online, in % of Online Shoppers, February 2016
6.6. Payment
- Payment Methods Used in Online Shopping, in % of Online Shoppers, February 2016
- Number of Online Payment Transactions Made with Credit Cards, in millions, and Value, in MAD million, by Domestic Credit Cards and Domestic and Foreign Credit Cards, 2012 - 2015
6.7. Delivery
- Breakdown of Main Criteria Considered When Shopping Online, incl. Delivery, in % of Online Shoppers, February 2016
6.8. Players
- Top 6 Most Known Moroccan E-Commerce Websites, in % of Internet Users, February 2016
7. Kenya
7.1. Overview
- B2C E-Commerce Overview, May 2016
7.2. Trends
- Devices Used in a Recent Online Purchase, in % of Online Shoppers, April 2015
7.3. Users and Shoppers
- Internet Penetration, in % of Individuals, 2010 - 2014
- Number of Internet Subscriptions, by Type, and in % Year-on-Year Change, December 2014 and December 2015
7.4. Payment
- Breakdown of Payment Methods Used in Online Shopping, in % of Online Shoppers, Q3 2015
- Mobile Payment Statistics, incl. Number of Transactions, in millions, Value of Transactions, in KES billion, Number of Customers, in millions, and Number of Agents, in thousands, 2008 - 2015
7.5. Players
- Most Popular E-Commerce Websites, by Used and Favorite, in % of Online Shoppers, June 2015
8. Tunisia
8.1. Overview
- B2C E-Commerce Overview, May 2016
8.2. Users and Shoppers
- Internet Subscriptions, by Fixed and Mobile, in thousands, February 2015 and February 2016
- Internet Penetration, in % of Individuals, 2010 - 2014
- Activities Carried Out Online, incl. Shopping, in % of Internet Users, 2010, 2012, 2014

Companies Mentioned
Kalahari.com, Takealot.com, Zando, Goldman Sachs, MTN, Makro, Woolworths, Amazon.com, eBay.com, Alibaba.com, Gumtree.co.za, Bidorbuy.co.za, Olx, Jumia, Konga, Dealdey, Kaymu, Jiji, Souq.com, Hmizate, Microchoix, Hmall, Superdeal, Facebook

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