Digital Marketing Statistics & Metrics

41% of South African Online Shoppers Are Only Purchasing Certain Products or Services Online, 2017 | Effective Measure

E-Commerce & Retail | South Africa

Online shopping is the process of buying goods and services from merchants who sell on the internet. Shoppers can visit web stores from the comfort of their homes and shop as they sit in front of the computer. The main purpose of this report is to determine the consumers’ attitude towards e-commerce purchasing through online shopping. Decision-making is the stage before consumers commit to online transaction or purchasing, and is sometimes considered to be a behavioral stage. The depicted relationships between attitude, intention, decision-making, and online purchasing are based on the theory of reasoned action, which attempts to explain the relationship between beliefs, attitudes, intentions, and actual behavior.

Take a glance at the South African online shoppers purchasing attitudes:

  • 41% of surveyed South African online shoppers reported that they shop online only for certain products & services.
  • 26% indicated that they will definitely shop in the near future more than now.
  • 10% mentioned that they buy as much as they can online.
The South African Online Shoppers Purchasing Attitudes, 2017.

A Graph Shows The South African Online Shoppers Purchasing Attitudes, 2017.


Market Research

Narratiive, previously known as Effective Measure, is the leading and most trusted audience measurement platform in the MENA region and South Africa. Narratiive helps market leaders to build their sales story, respond to RFPs and win more advertising revenue.Narratiive also offers combining deep expertise in machine learning & AI modeling with a wide range of partner datasets, providing the market with a comprehensive, single view of user behavior across websites, apps, connected TV & email campaigns.

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