This document provides a summary of key findings from the Africa Internet & B2C E-Commerce Report 2012. The 140-page report analyzes internet and e-commerce trends across 16 African countries, with a focus on top markets like South Africa, Nigeria, Morocco, Kenya, and others. It provides data on internet users, online shopping behaviors, mobile trends, and profiles major e-commerce players in each country. The report is available for individual or site licenses, with pricing ranging from €3,450 for a single user to €10,350 for a global site license.
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1. Africa Internet & B2C E-Commerce Report 2012
May 2012
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RESEARCH ON INTERNATIONAL MARKETS
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May 2012
Publication Date
May 2012
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
140
Covered Countries
South Africa, Nigeria, Morocco (Top Countries)
Algeria, Botswana, Egypt, Ethiopia, Ghana, Ivory Coast, Kenya, Libya, Namibia, Tanzania, Tunisia,
Uganda, Zimbabwe
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2. Africa Internet & B2C E-Commerce Report 2012
Key Findings
Covering 16 African countries
• With more than 40 million users, Nigeria was the African nation with the highest number of Internet users
in December 2011, followed by Egypt and Morocco.
• In South Africa, the share of online shoppers on Internet users has continued to grow strongly until 2011.
Lower prices were a decisive factor for the B2C E-Commerce development.
• Kenya showed strong growth potential, as it was the fastest growing Internet market in Africa in 2011, due
to low mobile phone charges and increasing broadband capacity.
• In Morocco, the number of Internet connections as well as B2C E-Commerce revenues grew strongly
between 2010 and 2011.
• In Nigeria, at least one third of the population is expected to have direct Internet access by 2013.
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3. Africa Internet & B2C E-Commerce Report 2012
Table of Contents (1 of 3)
1. Management Summary 2. Africa: Regional (cont.)
2. Africa: Regional • Top Internet Countries, Rank 51-56, by Internet
Penetration, in % of Population, December 2011
• Global and African GDP, in USD billion and African • Top Facebook Countries, Rank 1-10, by million
Share of Global GDP, in %, 2012f-2030f Users, March 2012
• GDP Growth Rates in Africa and other major • Top Facebook Countries, Rank 11-20, by million
Regions and Economies of the World, in %, Users, March 2012
2011-2013f • Top 10 Internet Countries, by Average Download
• Real GDP Growth and real per Capita GDP Growth, Speed, in Mbps, 2012
by Region, in %, 2009-2011 • Top 10 Countries regarding Network Readiness, by
• Top 5 Global Countries and Top 10 African Score (out of 7) and Global Rank (out of 142),
Countries regarding Gross Domestic Product 2012
(GDP), by global Rank, in USD million, 2010 • Top 5 Countries regarding ICT Development, by
• Top 10 Countries regarding per Capita GDP, in USD Global Rank, 2011
thousand, 2011 • Internet Trends, 2010/2011 and International
• Top 5 Global Countries and Top 10 African Internet Bandwidth*, in Mbit/s, 2005 & 2010
Countries regarding Gross National Income (GNI), • Barriers to B2C E-Commerce, 2011
by global Rank, in USD million, 2010
• Mobile Payment Trends, 2012
• Top 5 Global Countries and Top 5 African Countries
regarding Household final Consumption • Active Mobile Broadband Subscriptions, in millions
Expenditure, by global Rank, in current USD billion and in % of Inhabitants, 2007-2011f
and annual Growth, in %, 2010 • News about B2C E-Commerce Players:
• Economic Trends, 2011/2012 ShopAfrica53, 2011
• Top Internet Countries, Rank 1-10, by million
Users, December 2011 3. SADC: Regional
• Top Internet Countries, Rank 11-20, by million
Users, December 2011 • Households with Internet, in % of Households,
• Top Internet Countries, Rank 21-30, by thousand 2010
Users, December 2011 • Internet Users per 100 Inhabitants and Growth,
• Top Internet Countries, Rank 31-40, by thousand in % 2008 & 2010
Users, December 2011
• Top Internet Countries, Rank 41-50, by thousand 4. South Africa (Top Country)
Users, December 2011
• Top Internet Countries, Rank 51-56, by thousand • Social Media Trends, 2011
Users, December 2011 • Online Habits of Audience on Real Estate Websites,
• Top Internet Countries, Rank 1-10, by Internet 2012 and Online Activities of Real Estate Website
Penetration, in % of Population, December 2011 Audience, in %, 2012
• Top Internet Countries, Rank 11-20, by Internet • B2C E-Commerce Trends, 2010-2012
Penetration, in % of Population, December 2011 • Spending on Online Shopping, by Gender, in %,
• Top Internet Countries, Rank 21-30, by Internet 12 Months ending October 2011
Penetration, in % of Population, December 2011 • Top Reasons regarding Choice of Online Retailer,
• Top Internet Countries, Rank 31-40, by Internet in % Online Shoppers, 2011
Penetration, in % of Population, December 2011 • Barriers to foreign Online Shopping, in % of
• Top Internet Countries, Rank 41-50, by Internet Online Shoppers, 2011
Penetration, in % of Population, December 2011
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4. Africa Internet & B2C E-Commerce Report 2012
Table of Contents (2 of 3)
4. South Africa (Top Country) (cont.) 4. South Africa (Top Country) (cont.)
• Reasons for Internet Usage, 2011-Q1 2012 and • News about B2C E-Commerce Players: Takealot,
Breakdown of Online Retail into Air Tickets and 2011
Other Online Retail, in %, 2011 • News about B2C E-Commerce Players: Vaimo,
• Mobile Retail Trends, 2012 2012
• Share of Mobile Phone Owners accessing the • Breakdown of Group-buying Websites, by Market
Internet using their Phone, in %, 2011 Share, in %, 2011
• Breakdown of Mobile Commerce via Mobile Phones,
in % of Mobile Internet Users, 2011 5. Nigeria (Top Country)
• Mobile Banking Development, 2011/2012
• B2C E-Commerce Delivery Trends, 2011/2012 • Internet Trends, 2011-2015
• Online Research Conduction prior to In-Store • Total Internet Access and Internet Access in urban
Purchase and Offline Research Conduction prior to and rural Areas, in % of Population, 2011
Online Purchase, by Gender, in % of Internet • Top 10 States by Internet Access, in % of
Users, 12 Months ending October 2011 Population, 2011
• Online Research Conduction prior to Online • Media Access only and owned, by Media Type,
Purchase, by Gender, in % of Internet Users, 12 including Internet, in % of Population, 2011
Months ending October 2011
• Broadband Internet Connections, in % of
• Online Shopping Security Concerns, in % of Population, 2012 & 2015f
Internet Users, 2009-2011
• Internet Users that had ever shopped Online, in %,
• Online Travel Market Trends, 2011 2010
• B2C E-Commerce Sales, in ZAR billion, 2009-2011 • Number of Online Shops visited in a Month, in % of
• Breakdown of total Retail into Online Retail and
Internet Users, 2010
physical Retail, in %, 2010 and Online Retail and • Frequency of Shopping online, in % of Internet
Physical Retail Growth Rates, in %, 2010 Users, 2010
• Most popular Categories in the Holiday Shopping • Breakdown of Online Payment Methods, in % of
Season in South Africa, in %, 2011 Internet Users, 2010
• Online Shoppers, in % of Internet Users, • Buying and Shipping Options at selected foreign
2009-2011
B2C E-Commerce Platforms
• Internet Users having shopped Online, by Gender,
in %, 12 Months ending October 2011
6. Morocco (Top Country)
• Growing B2C E-Commerce Players, 2011/2012
• Top 3 Online Shops, by Popularity, in %, 2011
• Internet and B2C E-Commerce Trends, 2011 and
• Top 3 most popular Online Shops, Unique Visitors, Credit Cards in Morocco, in millions, 2010 & 2011
in thousands, and Audience Reach, in %, March
• Internet Subscribers, in millions, 2010 & 2011
2012
• Breakdown of Internet Access Types, in % of
• News about B2C E-Commerce Players: Amazon
Internet Users, 2011
Web Services, 2012
• B2C E-Commerce Turnover, in MAD million,
• News about B2C E-Commerce Players: Bid-or-Buy,
2010 & 2011
2012
• Average B2C E-Commerce Transaction Amount, in
• News about B2C E-Commerce Players: Kalahari,
MAD, H1 2010 & H1 2011
2011/2012
• Types of Internet Activities by Popularity, in % of
• News about B2C E-Commerce Players: Samsung,
Internet Users, 2010
2012
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5. Africa Internet & B2C E-Commerce Report 2012
Table of Contents (3 of 3)
6. Morocco (Top Country) (cont.) 13. Kenya (cont.)
• Mobile Broadband Subscriptions, in % of • Place of Internet Use, in % of Population with
Population, 2008 & 2010 Internet Access, 12 Months to May/June 2010
• Number of Mobile Phone Subscribers, Internet • Types of Internet Activities by Popularity, in % of
Users and Internet Subscribers, in millions, 2011 Population with Internet Access, 6 Months to
May/June 2010
7. Algeria • Mobile Commerce Trends, 2011
• B2C E-Commerce Trends, 2011/2012 14. Libya
8. Botswana • Internet and B2C E-Commerce Trends, 2012
• Online Payment Trends, 2012 • Concerns regarding B2C E-Commerce, in %, 2011
9. Egypt 15. Namibia
• Internet and B2C E-Commerce Trends, 2011/2012 • Mobile Phone Internet Users and Social Network
• Internet Users, in millions and in Percentage of the Users, in % of Internet Users, 2011
Population, Jan. 2010, Dec. 2010 & Jan. 2011 • Breakdown of Devices used during first Use of
• B2C E-Commerce News about BKam, March 2012 Internet, in % Internet Users, 2011
10. Ethiopia 16. Tanzania
• B2C E-Commerce News about soleRebels, July • Media Access at Home, by Media Type, including
2011 Internet, in % of Population, 2010
• Breakdown of Devices used to Access the Internet,
11. Ghana in % Internet Users, 2012
• Types of Internet Activities by Popularity, in % of
• Internet and B2C E-Commerce Trends, 2011 Internet Users, 2010
• Breakdown of Social Media Websites, in % of Social
12. Ivory Coast Media Users, 2012
• Market Penetration of Internet, Mobile and Fixed
17. Tunisia
Telecommunications, in %, 2011
• Internet and B2C E-Commerce Trends, 2011/2012
13. Kenya
18. Uganda
• Internet Trends, 2011
• Internet Penetration, in million Users and in % of • Internet and B2C E-Commerce Trends, 2012
Population, Q4 2010-Q4 2011
• Mobile Money Trends, 2012
• Internet Access by Province, in % of Population,
May/June 2010
19. Zimbabwe
• Internet Access by Age Group, in %, May/June
2010
• Internet and B2C E-Commerce Trends, 2011 and
• Frequency of Internet Activities, in % of Breakdown of Barriers to B2C E-Commerce
Population, 6 Months to May/June 2010 experienced by agricultural Food Companies, in %,
2011
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6. Africa Internet & B2C E-Commerce Report 2012
Samples
RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions
In December 2011, Nigeria was the African country with most Internet
users (45 mil.), followed by Egypt (22 mil.) and Morocco (16 mil.).
Africa: Top Internet Countries, Rank 1-10, by million Users, December 2011
Nigeria 45,0
Egypt 21,7
Morocco 15,7
Kenya 10,5
South Africa 6,8
Tanzania 4,9
Algeria 4,7
Uganda 4,2
Sudan 4,2
Tunisia 3,9
0 10 20 30 40 50
in million Internet Users
Source: Internet World Stats, April 2012
22
RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions
Most B2C E-Commerce Players in South Africa experienced
strong growth in the beginning of 2012.
South Africa: Growing B2C E-Commerce Players, 2011/2012
www.kalahari.com
Kalahari.com experienced strong growth in B2C E-Commerce
in 2011, both in revenue and numbers of new shoppers. The
number of new shoppers over the festive season 2011
increased by +89%, compared to 2010.
Takealot also expects strong growth in 2012. In the first three
months of 2012 growth has been in the high double digit
range.
www.takealot.com
Online retailer Wantitall also experienced strong growth
during the twelve months prior to March 2012 with sales up by
between +10% and +15% from the previous year.
B2C E-Commerce has become much more competitive over
the last few years and businesses are expected to be forced to
further their growth by investing money and depend on a
strong brand in order to avoid a tough future.
www.wantitall.co.za
Source: Business Technology News, March 2012
69
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7. Africa Internet & B2C E-Commerce Report 2012
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