ONLINE SHOPPING

Survey delves into online shopping habits of South African consumers

By our African Marketing Confederation News Team | 2024

Clothing and fashion items are the most popular online targets, with takeaway food and groceries just behind.

According to research by online payment system PayPal, 20% of South Africans are making weekly online purchases and 56% are shopping online multiple times per month.

 

Clothing and fashion are the most sought after, although the food and drink category is close behind – and growing significantly due to increased take-out deliveries and expanded online grocery shopping options from the big retail groups.

 

“Although online shopping has been a significant part of retail sales for many years, the landscape is continuously evolving,” says Otto Williams, a senior PayPal executive in the Middle East and Africa.

 

“Advancements in AI, shifting economic conditions, and dynamic consumer expectations require business owners to keep their finger on the pulse of changes, ideally ahead of the curve and at the very least, adaptable, in order to ensure sustained growth.”

 

The research found that SA online shoppers are constantly multi-tasking. Only 12.6% of survey shoppers set out dedicated time for doing their purchases. Most people weave it into their everyday lives, frequently during moments of relaxation.

Photo: Kindel Media from Pexels

 

Convenience of bedtime shopping

 

Many will shop from their comfort of their bed at the end of the day, many while at work or when working from home, and a fair number do it whilst watching TV.

 

“How and where shopping is done provide important clues into the shopper’s state of mind. Individuals who shop online during hours of work are less likely to be tolerant of cumbersome check-out steps and could easily switch to a competitor if search functionality does not deliver their desired results swiftly,” notes Williams.

 

Convenience correlates directly to the shopping experience. Quick search and filter options were listed by most respondents as the most the most important factor, with the ability to create a wish list and save it for later ranked second.

 

Multiple payment options, guest check-out, and the ability to save payment information were also seen as useful by survey participants.

 

Using the chatbot – or not

 

Despite its widespread adoption and the likelihood that online bots will become more precise and sophisticated, less than a third of respondents said they find value in using AI bots to handle customer service queries.

 

However, consumers showed a clear preference towards the value AI provides when searching for the best prices and tracking delivery updates.

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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.