Hobby & Leisure market in South Africa

The South African Hobby & Leisure eCommerce market is predicted to reach US$748.3 million by 2024 and accounts for 19.9% of the total eCommerce market in South Africa. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 12.5%, resulting in a projected market volume of US$1,199.3 million by 2028. Within the Hobby & Leisure market ECDB considers the following twelve sub-markets: Media, Sports Equipment, Pet Supplies, Stationery, Crafts & Art Supplies, Toys, Bullion & Precious Metal, Camping & Adventure, Musical Instruments, Flowers & Gifts, Other Hobby & Leisure, Erotic & Adult, and Smoking Supplies.

Market development

eCommerce revenue development in the Books, eBooks & Audiobooks market in South Africa

The South African Books, eBooks & Audiobooks eCommerce market is predicted to reach US$152.7 million by 2024 and accounts for 81.6% of the Media eCommerce market in South Africa. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 10.6%, resulting in a projected market volume of US$228.5 million by 2028. The Books, eBooks & Audiobooks eCommerce market is a sub-market of the Media market. Further categories within the Media market are: Other Media, and Video, CDs, Vinyl & Downloads.

eCommerce revenue development in the Books, eBooks & Audiobooks market in South Africa

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Books, eBooks & Audiobooks market in South Africa

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

201720182019202020212022202320242025202620272028
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)59.481.834.63.661.514.726.523.2
as of Media (in %)3.03.13.02.92.93.13.13.13.13.13.23.2

Online share

eCommerce online share of the total Books, eBooks & Audiobooks market in South Africa

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the South African Books, eBooks & Audiobooks retail market, the online share is 6.0% and will increase by an average of 7.7% to 8.1% by 2028.

eCommerce online share of the total Books, eBooks & Audiobooks market in South Africa

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)6.9%14.0%39.7%41.6%51.0%17.9%90.7%58.9%

Market definition

Definition of the Books, eBooks & Audiobooks market within the Hobby & Leisure market

Market definition: Hobby & Leisure > Media > Books, eBooks & Audiobooks The category Books, eBooks & Audiobooks includes the online trade of books (e.g. novels, trade literature), ebooks (e.g. fiction ebooks, educational and textbook ebooks) and audiobooks (e.g. fiction audiobooks, novel audiobooks). This category does not cover ebook reader. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Books (e.g. novels, trade literature)
  • eBooks (e.g. fiction eBooks, educational and textbook eBooks)
  • Audiobooks (e.g. fiction audiobooks, novel audiobooks)

Out-of-scope

  • eBook reader

Market comparison

The South African Books, eBooks & Audiobooks market in a global comparison

Market comparison by growth, online share, and revenue in 2023

in %

Source: ECDB analysis