Although the pandemic has been pivotal to the influx of first-time buyers across mid- and high-income consumer groups, the improved penetration of online goods will remain a function of businesses’ ability to reach underserved populations. As a result, government initiatives to further reduce broadband prices will remain key drivers supporting demand for online services.
As 1-hour delivery gains further momentum to become the new standard in South African e-commerce, intensified competition is likely to create greater room for Q-commerce services. The trend is likely to be noticeable in grocery delivery, offering greater opportunities for dark stores to improve their last mile delivery services.
In 2023, the Competition Tribunal inquiry into leading e-commerce platforms in South Africa found that the current market environment is affecting the expansion of small and medium businesses in the digital economy. The results were particularly challenging for Takealot, which had reached approximately 10,600 merchants in 2023.
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Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retailing, are captured in Streaming Services E-Commerce. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such a service is captured in Other E-Commerce. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, while the delivery fees associated with such services are included in Other E-Commerce. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
See All of Our DefinitionsThis report originates from Passport, our Retail E-Commerce research and analysis database.
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