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4. 4
GENERAL METHODOLOGY OF 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
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
reported 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 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.

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METHODOLOGY OF THE CURRENT REPORT
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.

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DEFINITIONS
 B2C E-COMMERCE
the sale of products (and services) through electronic transactions via the Internet from businesses to
consumers (B2C). A broader definition of retail E-Commerce applied by some sources also includes consumer-
to-consumer (C2C) sales.
 E-COMMERCE SALES
the total sales generated either on the E-Commerce market in a certain country or region, or the total sales
generated through E-Commerce by a player on the market.
 M-COMMERCE
M-Commerce, also called “Mobile Commerce”, means the sale of products (and services) through electronic
transactions via mobile devices, such as mobile phones, tablets and smartphones.
 CROSS-BORDER B2C E-COMMERCE
the sale of goods (and services) directly to consumers in other countries, with orders delivered from the country
where the foreign shop is based or from a central logistics facility, i.e. across the country’s borders. Both B2C
and C2C transactions might be included in the definition of retail cross-border E-Commerce.
 SOCIAL COMMERCE
the use of social media in E-Commerce transactions, where social networks and other social media platforms
assist the selling and buying of products and services online.
 INTERNET USERS the total number of inhabitants in a certain country that regularly accesses the Internet.
 ONLINE SHOPPERS the total number of inhabitants in a certain country or region that participates in B2C E-Commerce.
 E-COMMERCE MARKETPLACE
platforms where third-party merchants (B2C) or individuals (C2C) can sell their digital or physical products
online whereas the marketplace operator acts as an intermediary.
 ONLINE CLASSIFIEDS
an online platform, where both consumers and businesses can publish small advertisements about the sale of
goods and services.
The following expressions and definitions are used in this market report*:
Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective
charts

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TABLE OF CONTENTS (1 OF 8)
1. Management Summary
2. 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

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TABLE OF CONTENTS (2 OF 8)
2. Regional (Cont.)
• 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
3. 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

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TABLE OF CONTENTS (3 OF 8)
3. South Africa (Cont.)
3.4. Users & Shoppers (Cont.)
• 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
4. 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

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TABLE OF CONTENTS (4 OF 8)
4. Egypt (Cont.)
4.2. Trends (Cont.)
• 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

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TABLE OF CONTENTS (5 OF 8)
5. 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

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TABLE OF CONTENTS (6 OF 8)
5. Nigeria (Cont.)
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
6. 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

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TABLE OF CONTENTS (7 OF 8)
6. Morocco (Cont.)
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
7. Kenya
7.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, March 2018
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

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TABLE OF CONTENTS (8 OF 8)
7. Kenya (Cont.)
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

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1. Management Summary 15 – 21
2. Regional 22 – 45
3. South Africa 46 – 68
4. Egypt 69 – 84
5. Nigeria 85 – 101
6. Morocco 102 – 116
7. Kenya 117 – 129

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Online Shoppers
6.4%
Others
93.6%
20162015
Online Shoppers
11.7%
Others
88.3%
11.7% of Internet users in Morocco made purchases online in 2016,
up from 6.4% in 2015.
Morocco: Online Shopper Penetration, in % of Internet Users, 2015 & 2016
Definition: individuals who made online purchases or orders of products and services, ages 5+
Survey: 2016 data is based on a survey of 2,520 individuals and households, ages 5+, including 1,540 in urban and 980 in rural areas, conducted in February 2017;
2015 data is based on a survey of 1,904 individuals and households, ages 5+, including 1,269 in urban and 671 in rural areas, conducted in February-March 2016
Source: ANRT, May 2017, April 2016

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Travel Purhcases
18%
Books
15%
Clothing and Accessories
11%
Event Tickets
10%
Sowftware and Computing
9%
DVDs, Videos and Music
8%
Electronics and
Accessories
6%
Health, Beauty and Gifts
6%
Toys and Games
3%
Food and Drink
3%
Other
12%
In their latest online purchase, 18% of South African online shoppers
bought “Travel”, as of August 2017.
South Africa: Breakdown of Latest Online Purchase by Product Categories, in % of Online Shoppers,
August 2017
Note: may not add up to 100% due to rounding
Survey: based on a survey of 8,751 respondents, ages 15+, conducted between July and August 2017; 2,205 respondents completed the survey via a mobile device and 6,546
via desktop; 46% of respondents have purchased online
Source: Effective Measure, IAB, October 2017

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