e-Commerce Market Analysis

The eCommerce market in South Africa

In South Africa is the 37th largest market for eCommerce with a revenue of US$3 billion in 2019, placing it ahead of Malaysia and behind Czech Republic.

With an increase of 15%, the South African eCommerce market contributed to the worldwide growth rate of 17% in 2019. Revenues for eCommerce continue to increase. New markets are emerging, and existing markets also have the potential for further development. Global growth will continue over the next few years. This will be propelled by East and Southeast Asia, with their expanding middle class and lagging offline shopping infrastructure.

The eCommerce market includes online sales of physical goods to a private end user (B2C). Included in this definition are purchases via computer as well as mobile purchases via smartphones and tablets. Excluded from the definition of ecommerceDB are the following: digitally distributed services (e.g., travel tickets), online stores dedicated to digital media downloads or streams, online stores dedicated to B2B markets, and sales between private individuals (C2C) within the eCommerce market.

The eCommerce market in South Africa

Top online stores

The biggest player in the South African eCommerce Market is takealot.com. The store had a revenue of US$69 million in 2019. It is followed by woolworths.co.za with US$46 million revenue and makro.co.za with US$36 million revenue.

Store rankings are based on every store that generates revenue in in South Africa. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in in South Africa was considered.

One of the fastest-growing stores in the South African market is thefix.co.za. The store achieved sales of about US$1.2 million in 2019. Its revenue growth amounted to 211% in the previous year.

Top online The eCommerce market stores in South Africa by eCommerce net sales 2020 in million US$ The table shows the stores that generate the highest revenue in the South African market. For this evaluation, only revenue created in in South Africa was considered. Basis are all shops on eCommerceDB that operate in in South Africa.

# Store
1. takealot.com US$78m
2. woolworths.co.za US$51m
3. makro.co.za US$41m
4. builders.co.za US$19m
5. nike.com US$15m
The eCommerce market in South Africa

Market size and growth rate

Revenue in 2020
CAGR 2020-2024

Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.
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Market expansion in in South Africa is expected to continue over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate (CAGR 19-23) for the next four years will be 14%. Compared to the year-over-year growth of 15%, this decrease suggests a moderately flooded market. Another indicator of market saturation is the online penetration of 35% in in South Africa; in other words, 35% of the South African population have bought at least one product online in 2019.

Five categories are considered by ecommerceDB. Fashion is the largest segment in in South Africa and accounts for 29% of the eCommerce revenue in in South Africa. This is followed by Toys, Hobby & DIY with 27%, Electronics & Media with 20%, Furniture & Appliances with 16% and Food & Personal Care with the remaining 8%.

The eCommerce market in South Africa

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