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Product Brochure: Africa B2C E-Commerce Market 2018

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Product Brochure with summarized information of our publication "Africa B2C E-Commerce Market 2018".
Find more here: https://www.ystats.com/market-reports/africa-b2c-e-commerce-market-2018/

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Product Brochure: Africa B2C E-Commerce Market 2018

  1. 1. AFRICA B2C E-COMMERCE MARKET 2018 PUBLICATION DATE: MARCH 2018 PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4-9 TABLE OF CONTENTS I PAGE 10 REPORT-SPECIFIC SAMPLE CHARTS I PAGE 11 METHODOLOGY I PAGE 12 RELATED REPORTS I PAGE 13 CLIENTS I PAGE 14-15 FREQUENTLY ASKED QUESTIONS PAGE 16 ORDER FORM I PAGE 17 TERMS AND CONDITIONS
  2. 2. 2 2 PRODUCT DETAILS Title: Type of Product: Category: Covered Regions: Covered Countries: Language: Formats: Number of Charts: Africa B2C E-Commerce Market 2018 Report B2C E-Commerce Africa South Africa, Egypt, Nigeria, Morocco, Kenya English PDF & PowerPoint 130 PRICES* Single User License: Site License: Global Site License: € 1,950 (exc. VAT) € 2,925 (exc. VAT) € 3,900 (exc. VAT) We occasionally offer a discount on selected reports as newer reports are published. Please see the most up-to-date pricing on our website www.ystats.com. QUESTIONS ANSWERED IN THIS REPORT What are the main drivers and barriers of B2C E-Commerce growth in Africa? How high is online shopper penetration in selected markets in Africa? What are the current and future growth rates of online retail sales in South Africa, Egypt and Nigeria? Which payment methods are preferred by Africa’s online shoppers? Who are the leading E-Commerce market players in this region? SECONDARY MARKET RESEARCH Our reports are exclusively based on secondary market research. Our researchers derive information and data from a variety of reliable published sources and compile the data into understandable and easy-to-use formats. ADVANTAGES Maximum Objectivity Reliable Sources Up-To-Date Analysis Boardroom-Ready PowerPoint Presentations Guidance For Strategic Company Decisions AFRICA B2C E-COMMERCE MARKET 2018
  3. 3. AFRICA’S B2C E-COMMERCE ON AN EXPANSION COURSE Africa’s B2C E-Commerce market is in the early stages of development and accounts for below one percentage point of global online retail sales, as figures in the yStats.com report show. Nevertheless, some countries on the continent have seen rapid growth of digital commerce, driven by improving connectivity rates, especially mobile Internet. Africa has the world’s highest share of Internet traffic stemming from mobile devices – smartphones and tablets. In countries such as Kenya, the vast majority of Internet connections are comprised of mobile data subscriptions. South Africa is the region’s largest B2C E-Commerce market. Although online shopper penetration reached just about one in ten Internet users in 2017, online retail sales have been growing by double-digit rates, according to data cited in the yStats.com report. Also in Egypt, robust growth is expected through 2020, with Internet penetration on the rise and the government having adopted a national E-Commerce strategy to boost the sector’s development. In Nigeria, E-Commerce sales are expected to maintain strong growth due to current low penetration, despite the recent economic downturn which has affected several top online retailers. Furthermore, online shopping is gaining traction in Morocco, with the percentage of Internet users making purchases online nearly doubling between 2015 and 2016, and in Kenya, this share grew even more rapidly and reached a double-digit figure as of 2017. Clothing and electronics are among the top categories purchased by online shoppers in Africa, while their favorite payment methods include cash on delivery, credit card and mobile money services, with some variation among the countries covered in the yStats.com report. Jumia Group has emerged as the region’s strongest B2C E-Commerce player, registering over three million customers across multiple countries in Africa. Other popular online shopping platforms include Takealot in South Africa, Konga in Nigeria, Souq.com in Egypt, and Kilimall in Kenya, among others. Furthermore, international E-Commerce sites such as Amazon.com, eBay.com and Aliexpress.com are popular destinations for digital consumers in Africa, as are sellers on social media, such as Facebook. AFRICA B2C E-COMMERCE MARKET 2018 3
  4. 4. MANAGEMENT SUMMARY REGIONAL  Breakdown of Global B2C E-Commerce Sales by Region, incl. the Middle East and Africa, in %, 2016 & 2021f  Global B2C E-Commerce Sales, in USD billion, B2C E-Commerce Share of Total Retail Sales, in %, and CAGR, in %, by Region, incl. the Middle East and Africa, 2011, 2016 & 2021f  Number of Internet Users Worldwide, in millions, and Penetration, in % of Population, by Region, incl. Africa, 2012- 2017e  Breakdown of Internet Traffic Worldwide by Device, in %, by Region, incl. Africa, February 2018  Retail E-Commerce Sales in the Middle East and Africa, in USD billion, and Share of Total Retail Sales, in %, 2016- 2021f  Selected Socio-Economic Characteristics, incl. Population, in thousands, GDP, in USD million, Y-o-Y Change in GDP, in %, GDP per Capita, in USD, and GDP per Capita PPP, in International Dollars, by Egypt, Kenya, Madagascar, Morocco, Nigeria, South Africa, and Tunisia, 2016  Breakdown of Population by Financial Inclusion Status, in %, by Ghana, Kenya, Madagascar, Nigeria, Rwanda, South Africa, Togo, and Zambia, 2015/2016  Selected ICT Indicators, by Egypt, Kenya, Morocco, Nigeria, South Africa, Tunisia, Mauritius, Compared to Regional (Africa) and Worldwide, 2016  Internet Penetration, in % of Individuals, by Selected Countries in Africa, 2016  Internet Connection Speed (IPv4), by Average Mbps, Peak Mbps, Year-On-Year Change, in %, and Global Rank, by Egypt, Kenya, Morocco, Namibia, Nigeria and South Africa, Compared to Global Average, Q1 2017  Broadband Speed Adoption Rates, in % of IPv4 Addresses, by % Above 4 Mbps, % Above 10 Mbps, and % Above 15 Mbps, by Egypt, Kenya, Morocco, Namibia, Nigeria and South Africa, Compared to Global Average, Q1 2017  Average Internet Speed on Mobile Connections (IPv4), in Mbps, by Egypt, Kenya, Morocco, Namibia, Nigeria and South Africa, Q1 2017  Breakdown of Internet Traffic by Device, in %, by Egypt, Ghana, Kenya, Madagascar, Morocco, Nigeria, Rwanda, South Africa, Togo, Zambia, Compared to Worldwide, February 2018  Share of Internet Users Accessing the Internet via Smartphone, in %, by Egypt, Kenya, Morocco, Nigeria, South Africa, Q2 2017  Online Activities Performed via Smartphone at Least Weekly, in % of Internet Users, by Kenya, Morocco, Nigeria and South Africa, 2017  Online Activities Performed via Computer at Least Weekly, in % of Internet Users, by Kenya, Morocco, Nigeria and South Africa, 2017  Breakdown of Frequency of Shopping Online, in % of Internet Users, by Egypt, Kenya, Nigeria, Tunisia, South Africa, Compared to Global, Q1 2017  Share of Internet Users Who Do Not Buy Online Due to Lack of Trust, in % of Internet Users Who Do Not Shop Online, by Egypt, Kenya, Nigeria, Tunisia, South Africa, Compared to Global, Q1 2017  Online Shoppers in Africa, by Country, incl. Egypt, Ghana, Kenya, Mauritius, Morocco, Nigeria, South Africa, Uganda, Zambia, Zimbabwe, in % of Internet Users, in % of Population and in millions, 2016 or Latest Available Year  Top Product Categories Purchased Online During Black Friday Sale, in % of Online Shoppers, by Kenya, Nigeria and South Africa, December 2017  Breakdown of Websites Preferred for Online Shopping, in % of Online Shoppers, December 2017  Top 3 Payment Methods Preferred in Online Shopping, in % of Online Shoppers, December 2017  Payment Methods Most Used in Online Shopping, in % of Online Shoppers, by Ghana, Kenya, Nigeria, South Africa, Uganda, December 2016 2 AFRICA B2C E-COMMERCE MARKET 2018 TABLE OF CONTENTS (1 OF 6) 4 1
  5. 5. 5 5 SOUTH AFRICA 3.1. OVERVIEW  B2C E-Commerce Market Overview and International Comparisons, March 2018 3.2. TRENDS  Types of Internet Access, in % of Households, by Metro, Urban, Rural and Total, 2016  Breakdown of Devices Preferred in Online Shopping, in % of Online Shoppers, August 2017  Share of Online Shoppers Who Buy At Least Monthly via Mobile/Smartphone, in %, 2016  Breakdown of Online Shoppers by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross- Border Shoppers Only, in %, October 2016 3.3. SALES & SHARES  B2C E-Commerce Sales, in ZAR billion, 2015 - 2016 & 2021f  B2C E-Commerce Share of Retail Sales, in %, by Non-Grocery Retail Sales and Total Retail Sales, in %, 2016 3.4. USERS & SHOPPERS  Internet Penetration, in % of Individuals, 2011 – 2016  Number of Internet Users, in millions, 2016 & 2017e  Online Shopper Penetration, in % of Internet Users, Compared to the Global Average, Q2 2017  Share of Internet Users Shopping Online, in %, and Breakdown of Intention to Shop Online Among Non-Online Shoppers, in %, August 2017  Breakdown of Frequency of Shopping Online, in % of Online Shoppers, August 2017  Breakdown of Barriers to E-Commerce, in % of Internet Users Who Do Not Shop Online, August 2017  Share of Online Shoppers Who Believe Their Credentials Are Not Safe When Shopping Online, in %, March 2017 3.5. PRODUCTS  Product Categories Purchased Online, in % of Online Shoppers, 2016  Breakdown of Latest Online Purchase by Product Categories, in % of Online Shoppers, August 2017  Breakdown of Attitude Toward Online Grocery Shopping, in % of Internet Users, 2016 3.6. PAYMENT  Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, August 2017 3.7. DELIVERY  Breakdown of Factors that Would Encourage to Shop Online More, in % of Online Shoppers, August 2017  Breakdown of Delivery Speed and Delivery Cost in Latest Online Purchase, in % of Online Shoppers, August 2017 3.8. PLAYERS  Overview of B2C E-Commerce Market Players, March 2018  Top Online Shops by Market Share, in % of B2C E-Commerce Sales, 2016 AFRICA B2C E-COMMERCE MARKET 2018 TABLE OF CONTENTS (2 OF 6) 3
  6. 6. 6 6 EGYPT 4.1. OVERVIEW  B2C E-Commerce Market Overview and International Comparisons, March 2018 4.2. TRENDS  Devices Used to Access the Internet, in % of Adults, July 2017  Shopping Activities Conducted Online, in % of Individuals, 2016 & 2017  Breakdown of Online Shoppers by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross- Border Shoppers Only, in %, October 2016 4.3. SALES & SHARES  E-Commerce Sales, by Airline Tickets, Retail, Entertainment, and Travel, in USD billion, 2015 & 2016  B2C E-Commerce Sales, in USD million, 2015/2016 & 2019/2020 4.4. USERS & SHOPPERS  Number of Internet Users, in millions, and Penetration, in % of Population, 2010 – 2016  Share of Internet Users Who Researched Goods or Services Online and Who Purchased Online, in %, 2016  Top 3 Reasons for Not Shopping Online, in % of Internet Users Not Shopping Online, 2016 4.5. PRODUCTS  Top 3 Product Categories Purchased Online, in % of Online Shoppers, 2016  Product Categories Purchased Online, in % of Online Shoppers, 2016 4.6. PAYMENT  Top 3 Payment Methods Preferred in E-Commerce, in % of Online Shoppers, 2016  Top 3 Payment Methods Used in E-Commerce, in % of Online Shoppers, 2016 4.7. PLAYERS  Share of Enterprises Selling Online and Buying Online, in %, by Size, 2016/2017  Website Traffic Shares of the Leading Online Shopping Websites, in %, February 2015 & February 2017 AFRICA B2C E-COMMERCE MARKET 2018 TABLE OF CONTENTS (3 OF 6) 4
  7. 7. 7 7 NIGERIA 5.1. OVERVIEW  B2C E-Commerce Market Overview and International Comparisons, March 2018 5.2. TRENDS  Breakdown of Internet Traffic by Device, in %, February 2018  Share of Online Shoppers Preferring to Shop Online via Mobile Phone, in %, 2016  Breakdown of Online Shoppers by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross- Border Shoppers Only, in %, October 2016 5.3. SALES & SHARES  E-Commerce Sales, in USD billion, 2016 & 2020f 5.4. USERS & SHOPPERS  Internet Penetration, in % of Individuals, 2011 – 2016  Share of Internet Users Shopping Online At Least Weekly, in % of Internet Users, by Computer and Smartphone, 2017 5.5. PRODUCTS  Breakdown of Product Categories Purchased Online, in % of Online Shoppers, August 2016 5.6. PAYMENT  Breakdown of Payment Methods Preferred in Online Shopping, in % of Online Shoppers, August 2016  Number and Value of Internet (Web) and Mobile Payment Transactions, in millions and in NGN billion, 2011- 2016 & H1 2017  Breakdown of Experience with Mobile Money, in % Adults, 2016  Main Purposes of Using Mobile Money Services, in % Mobile Money Users, 2016 5.7. DELIVERY  Breakdown of Preferred Delivery Features, in % of Online Shoppers, August 2016 5.8. PLAYERS  Overview of B2C E-Commerce Market Players, March 2018  Breakdown of Preferred Local Websites Preferred for Online Shopping, in % of Online Shoppers, August 2016  Top Online Shopping Websites, by Website Rank, incl. Category, Total Website Visits, in millions, Nigeria’s Share of Website Visits, in %, February 2018 5 AFRICA B2C E-COMMERCE MARKET 2018 TABLE OF CONTENTS (4 OF 6)
  8. 8. 8 8 MOROCCO 6.1. OVERVIEW  B2C E-Commerce Market Overview and International Comparisons, March 2018 6.2. TRENDS  Smartphone Penetration, in % of Mobile Phone Owners, by Age Group and Total, 2016  Mobile Shopper Penetration, in % of Mobile Internet Users, 2015 & 2016  Breakdown of Origin of Sites Used to Purchase Online, by National and International Sites, in % of Online Shoppers, 2016 6.3. SALES & SHARES  Number of E-Commerce Transactions Made with Bank Cards, in millions, and Value, in MAD million, by Domestic Bank Cards and Domestic and Foreign Bank Cards (Total), 2012 – 2017 6.4. USERS & SHOPPERS  Internet Penetration, in % of Individuals, 2011 – 2016  Online Shopper Penetration, in % of Internet Users, 2015 & 2016  Online Shopper Penetration, in % of Internet Users, by Urban and Rural, and by Male and Female, 2016  Breakdown of Number of Purchases Made Online, in % of Online Shoppers, 2016  Breakdown of Main Motivations to Shop Online, in % of Online Shoppers, 2016 6.5. PRODUCTS  Breakdown of Product Categories Purchased Online, in % of Online Shoppers, 2016 6.6. PAYMENT  Main Barriers to Online Shopping, incl. Payment-Related, in % of Internet Users, 2016 6.7. DELIVERY  Problems Encountered When Shopping Online, incl. Delivery-Related, in % of Online Shoppers, 2016 6.8. PLAYERS  Top Online Shopping Websites, by Website Rank, incl. Category, Total Website Visits, in millions, Morocco’s Share of Website Visits, in %, February 2018 KENYA 7.1. OVERVIEW  B2C E-Commerce Market Overview and International Comparisons, March 2018 AFRICA B2C E-COMMERCE MARKET 2018 TABLE OF CONTENTS (5 OF 6) 6 7
  9. 9. 9 9 KENYA (CONT.) 7.2. TRENDS  Mobile Share of Internet Subscriptions, in %, Q3 2017 7.3. SALES & SHARES  B2C E-Commerce Sales, in KES billion, 2015 & 2016 7.4. USERS & SHOPPERS  Internet Penetration, in % of Individuals, 2011 – 2016  Online Shopper Penetration, in % of Internet Users, 2014 & 2017  Breakdown of Factors Most Important When Shopping Online, in % Online Shoppers, November 2016 7.5. PRODUCTS  Breakdown of The Latest Online Purchase by Product Categories, in % of Online Shoppers, November 2016 7.6. PAYMENT  Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, November 2016  Mobile Payment Statistics, incl. Number of Transactions, in millions, Value of Transactions, in KES billion, Number of Accounts, in millions, and Number of Agents, in thousands, 2008 – 2017 7.7. DELIVERY  Modes of Delivery Used by Enterprises Engaged in Online Selling, in % of Enterprises Engaged in Online Selling, May 2016 7.8. PLAYERS  Share of Enterprises Engaged in Selling Online, by Enterprise Size, in %, May 2016  Top 2 Preferred E-Commerce Platforms, in % of Online Shoppers, November 2016 AFRICA B2C E-COMMERCE MARKET 2018 TABLE OF CONTENTS (6 OF 6) 7
  10. 10. 10 10 REPORT-SPECIFIC SAMPLE CHARTS AFRICA B2C E-COMMERCE MARKET 2018
  11. 11. GENERAL METHODOLOGY OF OUR MARKET REPORTS Secondary Market Research  The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are solely based on information and data acquired from national and international statistical offices, industry and trade associations, business reports, business and company databases, journals, company registries, news portals and many other reliable sources. By using various sources we ensure maximum objectivity for all obtained data. As a result, companies gain a precise and unbiased impression of the market situation.  Cross referencing of data is conducted in order to ensure validity and reliability.  The source of information and its release date are provided on every chart. It is possible that the information contained in one chart is derived from several sources. If this is the case, all sources are mentioned on the chart.  The reports include mainly data from the last 12 months prior to the date of report publication. Exact publication dates are mentioned in every chart. Definitions  The reports take into account a broad definition of B2C E- Commerce, which might include mobile commerce. As definitions may vary among sources, exact definition used by the source (if available) is included at the bottom of the chart. Chart Types  Our reports include text charts, pie charts, bar charts, rankings, line graphs and tables. Every chart contains an Action Title, which summarizes the main idea/finding of the chart and a Subtitle, which provides necessary information about the country, the topic, units or measures of currency, and the applicable time period(s) to which the data refers. With respect to rankings, it is possible that the summation of all categories amounts to more than 100%. In this case, multiple answers were possible, which is noted at the bottom of the chart. Report Structure  Reports are comprised of the following elements, in the following order: Cover page, preface, legal notice, methodology, definitions, table of contents, management summary (summarizing main information contained in each section of report) and report content (divided into sections and chapters). When available, we also include forecasts in our report content. These forecasts are not our own; they are published by reliable sources. Within Global and Regional reports, we include all major developed and emerging markets, ranked in order of importance by using evaluative criteria such as sales figures. Notes and Currency Values  If available, additional information about the data collection, for example the time of survey and number of people surveyed, is provided in the form of a note. In some cases, the note (also) contains additional information needed to fully understand the contents of the respective data.  When providing information about amounts of money, local currencies are most often used. When referencing currency values in the Action Title, the EUR values are also provided in brackets. The conversions are always made using the average currency exchange rate for the respective time period. Should the currency figure be in the future, the average exchange rate of the past 12 months is used. METHODOLOGY OF OUR MIDDLE EAST B2C E-COMMERCE MARKET 2018 Report Coverage  This report covers the B2C E-Commerce market in Africa. The following countries were included: Egypt, Kenya, Morocco, Nigeria, South Africa. A broad definition of retail E-Commerce used by some original sources cited in this report might include both B2C and C2C E-Commerce.  The report contains relevant information about international comparisons, market trends, B2C E-Commerce sales and shares, Internet users and shoppers, products, payment methods, delivery and players. Not all types of information were included for each country, due to varying data availability. Report Structure  The report starts with an overview of the regional E-Commerce market compared to other global regions and the region’s country comparisons in terms of criteria relevant to B2C E-Commerce, such as Internet and online shopper penetration rates. The rest of the report is divided into country chapters, presented in the descending order of retail E-Commerce sales. Where no comparable E-Commerce sales figures were available, other relevant criteria were used to rank the countries, such as Internet and online shopper penetration rates.  Each country description starts with an overview of the market, highlighting the overall B2C E-Commerce development.  Next, the “Trends” section includes an overview of market trends, such as M-Commerce and cross-border online shopping. This information was not available for each of the covered countries.  The section “Sales & Shares” covers the development of retail B2C E-Commerce sales and E-Commerce’s share of total retail sales, where available.  In the “Users & Shoppers” section, information about Internet penetration and online shoppers is included.  Afterwards, the section “Products” shows the leading product categories purchased online. For some of the covered countries this information was not available.  The next section, “Payment”, covers the payment methods most used by online shoppers, or other information related to online payment, where available.  Furthermore, the “Delivery” section covers information related to delivery in B2C E-Commerce. This information was not available for each of the covered countries.  Finally, the “Players” section includes information about the leading B2C E-Commerce companies, including rankings of top online shopping platforms by website visits, where available. For the top country in the region, also a text chart with a qualitative overview of competition was included. AFRICA B2C E-COMMERCE MARKET 2018 11
  12. 12. Global E-Commerce Marketplaces 2018 March 2018 € 450 Global Online Payment Methods: Second Half 2017 Global Mobile Payment Methods: Second Half 2017 Global Cross-Border B2C E-Commerce 2017 Global M-Commerce 2017 Global Innovation Trends in Global Retail and Payments 2017 Global Digital Gaming Market 2017 February 2018 February 2018 February 2017 June 2017 October 2017 August 2017 € 1,950 € 950 € 2,950 € 1,950 € 950 € 2,900 Middle East B2C E-Commerce Market 2018 GCC B2C E-Commerce Market 2018 UAE B2C E-Commerce Market 2018 Saudi Arabia B2C E-Commerce Market 2018 North America B2C E-Commerce Market 2017 Europe B2C E-Commerce Market 2017 January 2018 February 2018 January 2018 January 2018 December 2017 July 2017 € 1, 950 € 1,450 € 750 € 750 € 950 € 3,950 Western Europe B2C E-Commerce Market 2017 Asia-Pacific B2C E-Commerce Market 2017 Southeast Asia B2C E-Commerce Market 2017 Top 5 B2C E-Commerce Sales Forecasts: 2017 to 2021 July 2017 June 2017 May 2017 December 2017 € 2,950 € 3,950 € 1,950 € 1,950 UPCOMING RELATED REPORTS REPORT PUBLICATION DATE PRICE* Middle East & Africa Online Payment Methods: Full Year 2017 May 2018 € 950 AFRICA B2C E-COMMERCE MARKET 2018 12
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