e-Commerce Market Analysis

The eCommerce market in South Africa

South Africa is the 36th largest market for eCommerce with a revenue of US$3 billion in 2018, placing it ahead of New Zealand and behind Iran.

With an increase of 10%, the South African eCommerce market contributed to the worldwide growth rate of 11% in 2018. 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$67.1 million in 2018. It is followed by makro.co.za with US$31.5 million revenue and woolworths.co.za with US$13.4 million revenue. Altogether, the top three stores account for 0% of online revenue in South Africa.

Store rankings are based on every store that generates revenue 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 South Africa was considered.

One of the fastest-growing stores in the South African market is home.co.za. The store achieved sales of about US$4 million in 2018. Its revenue growth amounted to 310% in the previous year.

Top online The eCommerce market stores in South Africa by eCommerce net sales 2018 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 South Africa was considered. Basis are all shops on eCommerceDB that operate in South Africa.

# Store
1. takealot.com US$67m
2. makro.co.za US$31m
3. woolworths.co.za US$13m
4. builders.co.za US$11m
5. superbalist.com US$9m
The eCommerce market in South Africa

Market size and growth rate

Revenue in 2018
US$2,911m
REVENUE
CAGR 2018-2022
12%
CAGR

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 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 18-22) for the next four years will be 12%. Compared to the year-over-year growth of 10%, this increase suggests that the market still has growth potential and is not yet saturated. Another indicator of market saturation is the online penetration of 49% in South Africa; in other words, 49% of the South African population have bought at least one product online in 2018.

Five categories are considered by ecommerceDB. Electronics & Media is the largest segment in South Africa and accounts for 32% of the eCommerce revenue in South Africa. This is followed by Toys, Hobby & DIY with 22%, Furniture & Appliances with 20%, Fashion with 18% and Food & Personal Care with the remaining 8%.

The eCommerce market in South Africa

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