Digital Marketing Researches & Reports

2017 South Africa E-Commerce Report | Effective Measure, iab & EFA

E-Commerce & Retail | South Africa

Online shopping in South Africa has increased significantly year over year with nearly half of all shoppers surveyed indicated that they’ve purchased online and 80% of them have either maintained or increased their online shopping habit over the last twelve months. Get a glance at the latest insights into the state of online shopping in South Africa in 2017:

Demographics of Online Shoppers in South Africa:

  • 57% of them are male. 25% are above 60 years old and 43% live in Gauteng.
  • Online Shoppers in South Africa are well educated with over 65% of them have completed education beyond matriculation.
  • 35% earn above R30,000 and most work full time.

How Do Online Shoppers in South Africa Purchase Online?

  • 16% shop once a month and 6% shop at least once a week.
  • Time and process convenience are the top motivations for online shopping in South Africa with rates of 23% and 19%, respectively.
  • 45% prefer to pay with a credit card and 21% prefer to do so with a debit card.
  • 65% prefer to shop from a desktop computer or laptop, compared to only 27% who prefer using a mobile device.
  • The majority (28%) shop online in the evening after work hours, from 6 to 9 pm, and 25% shop from 9 am to 12 pm.
  • 88% of respondents were fairly or very satisfied with their last purchase item’s speed of delivery.
  • 63% paid nothing for delivery of their last online purchase.
  • 56% use social media either frequently or sometimes to help make purchase decisions.
  • Social media is important for 56% of online shopper respondents who use it either frequently or sometimes to help make purchase decisions.
E-Commerce in South Africa in 2017 | Effective Measure, iab & EFA

A Graph Shows the Use of Social Media for Making Online Shopping Desitions in South Africa, 2017


Data were based on 8,751 survey responses, including 2,205 mobiles (25%) and 6,546 desktops (75%) from South Africa. The survey ran between July and August 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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