Hobby & Leisure market in South Africa

The South African Hobby & Leisure eCommerce market is predicted to reach US$901.9 million by 2024 and accounts for 19.5% 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 21.3%, resulting in a projected market volume of US$1,952.4 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.

Monthly revenues

Monthly eCommerce revenues in the South African Media market

The monthly eCommerce revenue of the South African Media market was US$20 million in November 2024. This refers to a growth of 4.0% compared to October 2024. Within the last 12 months, the monthly revenue share was the highest in December 2023 with 10.0% of the total 2023 revenue of the South African Media market and the lowest in February 2024 with 7.0% of the total 2024 revenue.

Revenue Last Month

US$20.2m

The eCommerce revenue grew by 4.0% from October 2024 to November 2024.

11-2024+4.0%

Monthly revenue shares in the last 12 months

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

0-20241-20242-20243-20244-20245-20246-20247-20248-20249-202410-202411-2024
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)49.955.99.646.872.391.178.898.58.533.033.493.4

Market development

eCommerce revenue development in the Media market in South Africa

The South African Media eCommerce market is predicted to reach US$228.5 million by 2024 and accounts for 25.3% of the Hobby & Leisure 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 20.1%, resulting in a projected market volume of US$475.2 million by 2028. The Media eCommerce market is a sub-market of the Hobby & Leisure market. Further categories within the Hobby & Leisure market are: Bullion & Precious Metal, Camping & Adventure, Erotic & Adult, Flowers & Gifts, Musical Instruments, Other Hobby & Leisure, Pet Supplies, Smoking Supplies, Sports Equipment, Stationery, Crafts & Art Supplies, and Toys.

eCommerce revenue development in the Media 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 Media 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

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)26.442.390.548.439.937.299.442.3

Online share

eCommerce online share of the total Media 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 Media retail market, the online share is 6.0% and will increase by an average of 7.4% to 8.0% by 2028.

eCommerce online share of the total Media market in South Africa

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)9.8%1.3%1.7%96.8%62.6%7.3%38.5%9.9%

Top stores

Top five Media online stores in South Africa by net sales 2023

With sales in the South African Media market, takealot.com generated a revenue of US$28.0 million in 2023, which means it is the leading online store in this market. The Media ranking of South Africa is based on all online stores that generated sales in this market in 2023. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

eCommerce net sales generated in the Media market in South Africa in 2023

in million US$

Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed

Source: Annual report, secondary sources, ECDB analysis

Filtered revenue / share
Global revenue
Growth
no-access-0
US$900.0m
20.7%
US$8,300.0m8.3%
no-access-1
US$550.0m
12.0%
US$4,600.0m12.4%
no-access-2
US$470.0m
3.9%
US$1,190.0m33.6%
no-access-3
US$430.0m
20.6%
US$2,122.0m18.0%
no-access-4
US$370.0m
20.7%
US$1,814.0m12.6%

See further stores

Worldwide - Media South Africa - Media South Africa - All Categories

Market definition

Definition of the Media market within the Hobby & Leisure market

Market definition: Hobby & Leisure > Media The category Media encompasses the commercial (B2C) sale of books (e.g. novels, thrillers, ebooks, audiobooks), video (e.g. dvds, blu-rays), cds, and more. Not covered are streaming services or subscriptions and ebook readers. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Books (e.g. novels, thrillers, eBooks, audiobooks)
  • Video (e.g. DVDs, Blu-Rays)
  • CDs
  • Vinyl
  • Downloads

Out-of-scope

  • Streaming services or subscriptions
  • eBook readers

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