Most SA shoppers believe retailers aren’t giving them what they want

By our News Team | 2022

New study explores what motivates SA online shoppers, where they get their ideas from, and how they research before they shop.

A new study shows more than 85% of surveyed South African shoppers say retailers need to get better at giving them the products, service and experience they want. They were surveyed during a study of over 30,000 global online consumers from 18 countries.

The research, commissioned by Wunderman Thompson South Africa as part of Wunderman Thompson Commerce’s Future Shopper Report 2022, reinforces how online shopping sites, shopping apps, marketplaces and social media are driving eCommerce. 

Shopper Trends

Image by Peggy und Marco Lachmann-Anke from Pixabay

The survey explores what motivates local online shoppers, where they get their ideas from, how they research before they shop, and what factors ultimately drive their appetite for purchasing online. Seventy-eight percent of SA respondents indicate they will be increasing their use of digital shopping channels in the future, albeit 74% of this group say they prefer to shop with a brand that has both a physical and an online store. 

 Over and above examining common denominators across sectors, the study unpacks detail about different products – from groceries, home furnishings, pharmaceuticals, toys/games and electronics to clothing, accessories and financial products. 

 For brands and retailers selling their products and services online or through apps, the results offer a departure point for winning over customers and driving online revenues. Wunderman believes the insights will help businesses understand the demand, highlight how the pandemic has a fast-tracked appetite for online purchase and usage, and point to critical SA consumer expectations about service, pricing, payment methods, delivery, tracking and returns.  

“Where they buy from, what they’re buying online and how much they are spending is one thing, but understanding how South African consumers react to a range of factors is going to be crucial for retailers going forward,” says Parusha Partab, Group Strategy Director at Wunderman Thompson South Africa.

Implications for business strategies going forward

“It has implications for business models, marketing strategies, technology investments, the supply chain – a whole range of business dimensions that need to adapt to our new reality.”

The research also asks respondents about the information presented to them on eCommerce platforms. Eighty-nine percent from South Africa indicate a preference for imagery and videos, while more than 90% claim product reviews and discounts are important.  

There are distinct differences between the results from South Africa and the rest of the world, so one of the key benefits of the local research is that it helps identify what the local emerging trends are and to what extent brands should be ‘localising’ their response to the growing popularity of online shopping. 

Social networks have, globally, been one of the key winners, with Facebook and Instagram featuring as leading platforms of choice for South African respondents. 

 Another key trend that has emerged is the propensity to research online but still conduct the actual purchase in-store – 80% claim they do this. There are also marked preferences for shopping directly from a brand versus what is called an aggregator platform, depending on the nature of the product. 

“This insight will help inform business decisions about online product offerings and portfolio expansion going forward,” says Partab.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.