Effective Measure released its latest research on the South African e-commerce sector, which showed that Kalahari.com, Amazon.com, and Bidorbuy.co.za are the most popular online commerce sites in the country.
The Effective Measure / IAB South African e-commerce report represents the first detailed demographic and sentiment based report across online and mobile usage, in the accelerating local digital retailing sector.
“South Africa’s digital citizens are very comfortable with online transactions,” said Effective Measure Country MD South Africa, Alan Morrissey.
“With 73.76% of South Africa’s online shoppers using the Internet to make banking transactions and over one third using their mobile for online banking there is a huge opportunity for the development of online commerce across all platforms,” Morrissey said.
In a significant South African trend, the Effective Measure research found the majority of online shopping is devoted to South African sites (84.33%).
“South African loyalty to local products and services represents a huge boost for the economy, marketers need to retain this momentum as global e-tailers aggressively enter the South African market,” he said.
Effective Measure’s stats found that a large portion of shoppers (45%) were based in Gauteng, while the second biggest portion came from the Western Cape (22.6%).
According to Effective Measure, the most popular category for online purchases were books, followed by airline tickets, hotel reservations, event tickets and music.
Sports memorabilia, cars and car parts and sports equipment were the least popular categories.