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South Africa E-Commerce Market Size, Forecast 2022-2027, Industry Trends, Share, Growth, Impact of COVID-19, Opportunity Company Analysis

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  • 80 Pages
  • November 2021
  • Region: South Africa
  • Renub Research
  • ID: 5504330
Over the years, e-commerce has been one component of the more comprehensive digital transformation (or digitalization) of the economy in South Africa. E-commerce is primarily deployed on various business models, including business-to-business (B2B), business-to-customer (B2C), customer-to-customer (C2C), and customer-to-business (C2B). These South African platforms provide several advantages compared to conventional brick-and-mortar solutions, such as inventory cost, control, improved profit margins, numerous discounts, and hassle-free delivery of goods and services. In increasing online shopping in South Africa presents an exciting growth opportunity for retailers, manufacturers and wholesalers. According to this report, South Africa E-Commerce Market will reach US$ 7.9 Billion by 2027.

In 2020 there was more than 18 Million Online Shoppers in South Africa

The rising penetration of smart devices and the growing internet connectivity have led to e-commerce platforms. Apart from this, the increasing integration of e-commerce platforms with various advanced technologies, such as cloud computing, artificial intelligence, predictive analytics, etc., is also bolstering the e-commerce market growth in South Africa. According to our research findings, in 2020, there were more than 18 Million e-commerce users in South Africa, with an additional more than 6 Million users shopping online.

South Africa E-Commerce Market was US$ 4.5 Billion in 2021

E-Commerce platforms have been widely adopted across various industries in South Africa, such as Toys, Hobby & DIY, Furniture, Food & Personal Care, Fashion and Electronics & Media. Fashion is the leading product category, accounting for more than double the revenue produced by any category with Toys, Hobby and DIY's second product category. Clothing, household appliances, electronics, footwear and health products are the most popular categories among South African online shoppers.

Moreover, the South African e-commerce platform is the most popular fashion shopping app. Fashion business houses display their products on e-commerce websites and social networking sites, attracting more and more buyers. Online media helps fashion houses take their products across South Africa with a minimum investment of money.

Covid-19 impact on South Africa Ecommerce Industry

E-commerce is one of the few sectors that have witnessed increased consumer interaction in COVID-19. In South Africa, online shopping has been an uptake due to the lockdown in 2020. These lockdowns or stay at home orders have highlighted the value of e-Commerce, with consumers forced to remain in their homes and to find other ways to shop by digital shopping in South Africa.

South Africa E-Commerce Industry is expected to grow with a CAGR of 9.83% from 2020 to 2027

On the basis of Payment Mode, various digital payments such as Bank Transfers, Cards, Cash on Delivery (COD), Direct Delivery and E-wallet are becoming more widespread in South African countries. Credit cards and debit cards are the most favored payment methods. Consumers also use e-wallet services and EFT for online payment. E-wallet allows customers to receive, store, and spend money using a mobile phone even without internet access. Notwithstanding, another standard payment method is direct delivery, which indicates that users pay for their order on delivery. In economies with low credit card infiltration and less trust in digital payments made in advance, direct delivery became the most accepted payment method.

Players in the South Africa E-Commerce Industry

The level of rivalry in the South Africa e-commerce market is high due to many market players such as Takealot, Superbalist, Woolworths, Amazon, Mrp. These players are implementing various strategies, mergers, and acquisitions to remain the premiere strategy of players operating in the e-commerce industry to sustain their presence in the market for e-commerce in South Africa.

This report South Africa E-Commerce Market by Type (Toys, Hobby & DIY, Furniture, Food & Personal Care, Fashion, and Electronics & Media), Payment Mode (Bank transfers, Cards, COD, Direct Delivery, E-wallet and others), Company Analysis (Takealot, Superbalist, Woolworths, Amazon, Mrp) provides a detailed analysis of South Africa E-Commerce Industry.

Type - South Africa E-Commerce Market breakup from 5 viewpoints

1. Toys, Hobby & DIY
2. Furniture
3. Food & Personal Care
4. Fashion
5. Electronics & Media

Payment Mode - South Africa E-Commerce Market breakup from 6 viewpoints

1. Bank Transfer
2. Cards
3. COD
4. Direct Delivery
5. E-wallet
6. Others

Company Insights - South Africa E-Commerce Market breakup from 2 viewpoints

  • Overview
  • Recent Development & Strategies

Key Players - South Africa E-Commerce Market breakup from 5 viewpoints

1. Takealot
2. Superbalist
3. Woolworths
4. Amazon
5. MRP

Table of Contents

1. Introduction2. Research Methodology3. Executive Summary
4. Market Dynamics
4.1 Growth Drivers
4.2 Challenges
5. South Africa E-Commerce Market
6. South Africa E-Commerce Analysis
6.1 Online Shopper Numbers
6.2 Online Shopper Penetration
7. Market Share - South Africa E-Commerce Market
7.1 By Type
7.2 By Payment Mode
8. Type - South Africa E-Commerce Market
8.1 Toys, Hobby & DIY
8.2 Furniture
8.3 Food & Personal Care
8.4 Fashion
8.5 Electronics & Media
9. Payment Mode - South Africa E-Commerce Market
9.1 Bank Transfer
9.2 Cards
9.3 Cash on Delivery (COD)
9.4 Direct Delivery
9.5 E-wallet
9.6 Others
10. Porters Five Forces
10.1 Overview
10.2 Bargaining Power of Buyers
10.3 Bargaining Power of Suppliers
10.4 Degree of Competition
10.5 Threat of New Entrants
10.6 Threat of Substitutes
11. Company Analysis
11.1 Takealot
11.1.1 Overview
11.1.2 Recent Development
11.2 Superbalist
11.2.1 Overview
11.2.2 Recent Development
11.3 Woolworths
11.3.1 Overview
11.3.2 Recent Development
11.4 Amazon
11.4.1 Overview
11.4.2 Recent Development
11.5 Mrp
11.5.1 Overview
11.5.2 Recent Development
List Of Figures:
Figure-01: South Africa E-Commerce Market (Million US$), 2017 – 2021
Figure-02: South Africa E-Commerce Forecast for – Market (Million US$), 2022 – 2027
Figure-03: Type – Toys, Hobby & DIY Market (Million US$), 2017 – 2021
Figure-04: Type – Forecast for Toys, Hobby & DIY Market (Million US$), 2022 – 2027
Figure-05: Type – Furniture Market (Million US$), 2017 – 2021
Figure-06: Type – Forecast for Furniture Market (Million US$), 2022 – 2027
Figure-07: Type – Food & Personal Care Market (Million US$), 2017 – 2021
Figure-08: Type – Forecast for Food & Personal Care Market (Million US$), 2022 – 2027
Figure-09: Type – Fashion Market (Million US$), 2017 – 2021
Figure-10: Type – Forecast for Fashion Market (Million US$), 2022 – 2027
Figure-11: Type – Electronics & Media Market (Million US$), 2017 – 2021
Figure-12: Type – Forecast for Electronics & Media Market (Million US$), 2022 – 2027
Figure-13: Payment Mode – Bank Transfer Market (Million US$), 2017 – 2021
Figure-14: Payment Mode – Forecast for Bank Transfer Market (Million US$), 2022 – 2027
Figure-15: Payment Mode – Cards Market (Million US$), 2017 – 2021
Figure-16: Payment Mode – Forecast for Cards Market (Million US$), 2022 – 2027
Figure-17: Payment Mode – COD Market (Million US$), 2017 – 2021
Figure-18: Payment Mode – Forecast for COD Market (Million US$), 2022 – 2027
Figure-19: Payment Mode – Direct Delivery Market (Million US$), 2017 – 2021
Figure-20: Payment Mode – Forecast for Direct Delivery Market (Million US$), 2022 – 2027
Figure-21: Payment Mode – E-wallet Market (Million US$), 2017 – 2021
Figure-22: Payment Mode – Forecast for E-wallet Market (Million US$), 2022 – 2027
Figure-23: Payment Mode – Others Market (Million US$), 2017 – 2021
Figure-24: Payment Mode – Forecast for Others Market (Million US$), 2022 – 2027
Figure-25: South Africa – Number of Online Shoppers (Million), 2017 – 2021
Figure-26: South Africa – Forecast for Number of Online Shoppers (Million), 2022 – 2027
Figure-27: South Africa – User Penetration (Percent), 2017 – 2021
Figure-28: South Africa – Forecast for User Penetration (Percent), 2022 – 2027
List Of Tables:
Table-01: South Africa – E-Commerce Market Share by Type (Percent), 2017 – 2021
Table-02: South Africa – Forecast for E-Commerce Market Share by Type (Percent), 2022 – 2027
Table-03: South Africa – E-Commerce Market Share by Payment Mode (Percent), 2017 – 2021
Table-04: South Africa – Forecast for E-Commerce Market Share by Payment Mode (Percent), 2022 – 2027

Companies Mentioned

  • Takealot
  • Superbalist
  • Woolworths
  • Amazon
  • MRP


In this report, for analyzing the future trends for the studied market during the forecast period, the publisher has incorporated rigorous statistical and econometric methods, further scrutinized by secondary, primary sources and by in-house experts, supported through their extensive data intelligence repository. The market is studied holistically from both demand and supply-side perspectives. This is carried out to analyze both end-user and producer behavior patterns, in the review period, which affects price, demand and consumption trends. As the study demands to analyze the long-term nature of the market, the identification of factors influencing the market is based on the fundamentality of the study market.

Through secondary and primary researches, which largely include interviews with industry participants, reliable statistics, and regional intelligence, are identified and are transformed to quantitative data through data extraction, and further applied for inferential purposes. The publisher's in-house industry experts play an instrumental role in designing analytic tools and models, tailored to the requirements of a particular industry segment. These analytical tools and models sanitize the data & statistics and enhance the accuracy of their recommendations and advice.

Primary Research

The primary purpose of this phase is to extract qualitative information regarding the market from the key industry leaders. The primary research efforts include reaching out to participants through mail, tele-conversations, referrals, professional networks, and face-to-face interactions. The publisher also established professional corporate relations with various companies that allow us greater flexibility for reaching out to industry participants and commentators for interviews and discussions, fulfilling the following functions:

  • Validates and improves the data quality and strengthens research proceeds
  • Further develop the analyst team’s market understanding and expertise
  • Supplies authentic information about market size, share, growth, and forecast

The researcher's primary research interview and discussion panels are typically composed of the most experienced industry members. These participants include, however, are not limited to:

  • Chief executives and VPs of leading corporations specific to the industry
  • Product and sales managers or country heads; channel partners and top level distributors; banking, investment, and valuation experts
  • Key opinion leaders (KOLs)

Secondary Research

The publisher refers to a broad array of industry sources for their secondary research, which typically includes, however, is not limited to:

  • Company SEC filings, annual reports, company websites, broker & financial reports, and investor presentations for competitive scenario and shape of the industry
  • Patent and regulatory databases for understanding of technical & legal developments
  • Scientific and technical writings for product information and related preemptions
  • Regional government and statistical databases for macro analysis
  • Authentic new articles, webcasts, and other related releases for market evaluation
  • Internal and external proprietary databases, key market indicators, and relevant press releases for market estimates and forecasts


Table Information