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Research proves that local is ‘lekker’ for SA’s online shoppers by Perkal

The IAB South Africa, together with Effective Measure, has released the findings of the first, in a series of regular reports, on the South African eCommerce sector.

The Effective Measure/IAB South African eCommerce is the first detailed demographic and sentiment-based report across online and mobile usage in the accelerating local digital retailing sector. It includes key e-tailing demographic segments, barriers to moving to online shopping, which brands and suppliers are winning the online shopping race and what gets South African shoppers clicking.

Effective Measure Country MD South Africa, Alan Morrissey presented the key findings at the Retail Indaba Conference on the 26th of February in Johannesburg. ‘South Africa’s digital citizens are very comfortable with online transactions. With 73.76 percent of South Africa’s online shoppers using the internet to make banking transactions and over one third using their mobile for online banking there is a huge opportunity for the development of online commerce across all platforms,’ Morrissey said.

Significantly, the research found the majority of online shopping is devoted to South African sites (84.33 percent). ‘South African loyalty to local products and services represents a huge boost for the economy, marketers need to retain this momentum as global etailers aggressively enter the South African market,’ he added.

 Over 10 000 internet users were surveyed over December 2013 using the IAB South Africa member base with some of the key findings include:

• Mobile traffic increased from an average of 32 percent to 47 percent over the period

• Most shoppers come from Gauteng with 45 percent of active shoppers coming from this province

• A lack of trust in online payment systems remains the most significant inhibitor to those reluctant to shop online

• Kalahari.com, Amazon, Groupon, Bidorbuy and Woolworths are the top five sites those surveyed bought from

To download a copy of the Effective Measure/ IAB South Africa eCommerce Report please visit: www.effectivemeasure.com/south-africanecommerce-report-february-2014

This article was published on Monday 02 June, 2014.

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