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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