E-commerce in South Africa: A Snapshot of Consumer Preferences.

A treemap of South Africans’ platform favourites from a recent survey conducted for Stitch’s new consumer perspectives e-commerce report.

‍
𝗢𝘃𝗲𝗿𝗮𝗹𝗹 𝗪𝗶𝗻𝗻𝗲𝗿:
takealot.com claims the crown with the majority preference in appliances (79%) and household goods (81%), and takes a strong third in pharmaceuticals and beauty (40%).

Makro and Game trail as its main competitors, but this will surely look very different next year with Amazon's entry in a few months.

𝗚𝗿𝗼𝗰𝗲𝗿𝗶𝗲𝘀 & 𝗳𝗼𝗼𝗱:
Checkers Sixty60 unsurprisingly comes top in groceries (79%) and alcoholic drinks (64%). And 3rd place for food delivery (46%).

𝗖𝗹𝗼𝘁𝗵𝗶𝗻𝗴:
Interestingly, this was the most varied category with Mr Price (53%), Woolworths (52%) and Superbalist (51%) being favoured very similarly.

This study was performed by Yazi, surveying ~350 individuals who regularly engage in online shopping across various categories.

𝗢𝗻𝗹𝗶𝗻𝗲 𝗣𝘂𝗿𝗰𝗵𝗮𝘀𝗲 𝗙𝗿𝗲𝗾𝘂𝗲𝗻𝗰𝘆 (people that purchase more than 11 times a year)

• Food delivery: 91%
• Groceries: 84%
• Clothing + apparel: 83%
• Household goods: 77%
• Pharmaceuticals + beauty: 70%
• Appliances: 69%
• Alcohol: 22%

𝗗𝗲𝗺𝗼𝗴𝗿𝗮𝗽𝗵𝗶𝗰𝘀 𝗼𝗳 𝗥𝗲𝘀𝗽𝗼𝗻𝗱𝗲𝗻𝘁𝘀:
• Surveyed: ~350 individuals
• Income: 43% earn between R11k ($575) - R35k ($1,840)
• Age: 38% 18-30 years
• Gender: 61% female.