Product Brochure: Africa B2C E-Commerce Market 2018

AFRICA B2C E-COMMERCE MARKET 2018
PUBLICATION DATE: MARCH 2018
PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4-9 TABLE OF CONTENTS I PAGE 10 REPORT-SPECIFIC SAMPLE
CHARTS I PAGE 11 METHODOLOGY I PAGE 12 RELATED REPORTS I PAGE 13 CLIENTS I PAGE 14-15 FREQUENTLY ASKED QUESTIONS
PAGE 16 ORDER FORM I PAGE 17 TERMS AND CONDITIONS

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Africa B2C E-Commerce Market 2018
Report
B2C E-Commerce
Africa
South Africa, Egypt, Nigeria, Morocco, Kenya
English
PDF & PowerPoint
130
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QUESTIONS
ANSWERED
IN THIS REPORT
What are the main drivers and barriers of B2C E-Commerce growth in Africa?
How high is online shopper penetration in selected markets in Africa?
What are the current and future growth rates of online retail sales in South Africa, Egypt and
Nigeria?
Which payment methods are preferred by Africa’s online shoppers?
Who are the leading E-Commerce market players in this region?
SECONDARY MARKET
RESEARCH
Our reports are exclusively based on secondary market research. Our researchers derive
information and data from a variety of reliable published sources and compile the data into
understandable and easy-to-use formats.
ADVANTAGES Maximum Objectivity
Reliable Sources
Up-To-Date Analysis
Boardroom-Ready PowerPoint Presentations
Guidance For Strategic Company Decisions

AFRICA’S B2C E-COMMERCE ON AN EXPANSION COURSE
Africa’s B2C E-Commerce market is in the early stages of development and accounts
for below one percentage point of global online retail sales, as figures in the yStats.com
report show. Nevertheless, some countries on the continent have seen rapid growth of
digital commerce, driven by improving connectivity rates, especially mobile Internet. Africa
has the world’s highest share of Internet traffic stemming from mobile devices –
smartphones and tablets. In countries such as Kenya, the vast majority of Internet
connections are comprised of mobile data subscriptions.
South Africa is the region’s largest B2C E-Commerce market. Although online shopper
penetration reached just about one in ten Internet users in 2017, online retail sales have
been growing by double-digit rates, according to data cited in the yStats.com report. Also in
Egypt, robust growth is expected through 2020, with Internet penetration on the rise and
the government having adopted a national E-Commerce strategy to boost the sector’s
development. In Nigeria, E-Commerce sales are expected to maintain strong growth due to
current low penetration, despite the recent economic downturn which has affected several
top online retailers. Furthermore, online shopping is gaining traction in Morocco, with the
percentage of Internet users making purchases online nearly doubling between 2015 and
2016, and in Kenya, this share grew even more rapidly and reached a double-digit figure as
of 2017.
Clothing and electronics are among the top categories purchased by online shoppers
in Africa, while their favorite payment methods include cash on delivery, credit card and
mobile money services, with some variation among the countries covered in the yStats.com
report. Jumia Group has emerged as the region’s strongest B2C E-Commerce player,
registering over three million customers across multiple countries in Africa. Other popular
online shopping platforms include Takealot in South Africa, Konga in Nigeria, Souq.com in
Egypt, and Kilimall in Kenya, among others. Furthermore, international E-Commerce sites
such as Amazon.com, eBay.com and Aliexpress.com are popular destinations for digital
consumers in Africa, as are sellers on social media, such as Facebook.
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MANAGEMENT SUMMARY
REGIONAL
 Breakdown of Global B2C E-Commerce Sales by Region, incl. the Middle East and Africa, in %, 2016 & 2021f
 Global B2C E-Commerce Sales, in USD billion, B2C E-Commerce Share of Total Retail Sales, in %, and CAGR, in %, by
Region, incl. the Middle East and Africa, 2011, 2016 & 2021f
 Number of Internet Users Worldwide, in millions, and Penetration, in % of Population, by Region, incl. Africa, 2012-
2017e
 Breakdown of Internet Traffic Worldwide by Device, in %, by Region, incl. Africa, February 2018
 Retail E-Commerce Sales in the Middle East and Africa, in USD billion, and Share of Total Retail Sales, in %, 2016-
2021f
 Selected Socio-Economic Characteristics, incl. Population, in thousands, GDP, in USD million, Y-o-Y Change in GDP, in
%, GDP per Capita, in USD, and GDP per Capita PPP, in International Dollars, by Egypt, Kenya, Madagascar, Morocco,
Nigeria, South Africa, and Tunisia, 2016
 Breakdown of Population by Financial Inclusion Status, in %, by Ghana, Kenya, Madagascar, Nigeria, Rwanda, South
Africa, Togo, and Zambia, 2015/2016
 Selected ICT Indicators, by Egypt, Kenya, Morocco, Nigeria, South Africa, Tunisia, Mauritius, Compared to Regional
(Africa) and Worldwide, 2016
 Internet Penetration, in % of Individuals, by Selected Countries in Africa, 2016
 Internet Connection Speed (IPv4), by Average Mbps, Peak Mbps, Year-On-Year Change, in %, and Global Rank, by
Egypt, Kenya, Morocco, Namibia, Nigeria and South Africa, Compared to Global Average, Q1 2017
 Broadband Speed Adoption Rates, in % of IPv4 Addresses, by % Above 4 Mbps, % Above 10 Mbps, and % Above 15
Mbps, by Egypt, Kenya, Morocco, Namibia, Nigeria and South Africa, Compared to Global Average, Q1 2017
 Average Internet Speed on Mobile Connections (IPv4), in Mbps, by Egypt, Kenya, Morocco, Namibia, Nigeria and
South Africa, Q1 2017
 Breakdown of Internet Traffic by Device, in %, by Egypt, Ghana, Kenya, Madagascar, Morocco, Nigeria, Rwanda,
South Africa, Togo, Zambia, Compared to Worldwide, February 2018
 Share of Internet Users Accessing the Internet via Smartphone, in %, by Egypt, Kenya, Morocco, Nigeria, South Africa,
Q2 2017
 Online Activities Performed via Smartphone at Least Weekly, in % of Internet Users, by Kenya, Morocco, Nigeria and
South Africa, 2017
 Online Activities Performed via Computer at Least Weekly, in % of Internet Users, by Kenya, Morocco, Nigeria and
South Africa, 2017
 Breakdown of Frequency of Shopping Online, in % of Internet Users, by Egypt, Kenya, Nigeria, Tunisia, South Africa,
Compared to Global, Q1 2017
 Share of Internet Users Who Do Not Buy Online Due to Lack of Trust, in % of Internet Users Who Do Not Shop
Online, by Egypt, Kenya, Nigeria, Tunisia, South Africa, Compared to Global, Q1 2017
 Online Shoppers in Africa, by Country, incl. Egypt, Ghana, Kenya, Mauritius, Morocco, Nigeria, South Africa, Uganda,
Zambia, Zimbabwe, in % of Internet Users, in % of Population and in millions, 2016 or Latest Available Year
 Top Product Categories Purchased Online During Black Friday Sale, in % of Online Shoppers, by Kenya, Nigeria and
South Africa, December 2017
 Breakdown of Websites Preferred for Online Shopping, in % of Online Shoppers, December 2017
 Top 3 Payment Methods Preferred in Online Shopping, in % of Online Shoppers, December 2017
 Payment Methods Most Used in Online Shopping, in % of Online Shoppers, by Ghana, Kenya, Nigeria, South Africa,
Uganda, December 2016
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TABLE OF CONTENTS (1 OF 6)
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SOUTH AFRICA
3.1. OVERVIEW
 B2C E-Commerce Market Overview and International Comparisons, March 2018
3.2. TRENDS
 Types of Internet Access, in % of Households, by Metro, Urban, Rural and Total, 2016
 Breakdown of Devices Preferred in Online Shopping, in % of Online Shoppers, August 2017
 Share of Online Shoppers Who Buy At Least Monthly via Mobile/Smartphone, in %, 2016
 Breakdown of Online Shoppers by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-
Border Shoppers Only, in %, October 2016
3.3. SALES & SHARES
 B2C E-Commerce Sales, in ZAR billion, 2015 - 2016 & 2021f
 B2C E-Commerce Share of Retail Sales, in %, by Non-Grocery Retail Sales and Total Retail Sales, in %, 2016
3.4. USERS & SHOPPERS
 Internet Penetration, in % of Individuals, 2011 – 2016
 Number of Internet Users, in millions, 2016 & 2017e
 Online Shopper Penetration, in % of Internet Users, Compared to the Global Average, Q2 2017
 Share of Internet Users Shopping Online, in %, and Breakdown of Intention to Shop Online Among Non-Online
Shoppers, in %, August 2017
 Breakdown of Frequency of Shopping Online, in % of Online Shoppers, August 2017
 Breakdown of Barriers to E-Commerce, in % of Internet Users Who Do Not Shop Online, August 2017
 Share of Online Shoppers Who Believe Their Credentials Are Not Safe When Shopping Online, in %, March 2017
3.5. PRODUCTS
 Product Categories Purchased Online, in % of Online Shoppers, 2016
 Breakdown of Latest Online Purchase by Product Categories, in % of Online Shoppers, August 2017
 Breakdown of Attitude Toward Online Grocery Shopping, in % of Internet Users, 2016
3.6. PAYMENT
 Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, August 2017
3.7. DELIVERY
 Breakdown of Factors that Would Encourage to Shop Online More, in % of Online Shoppers, August 2017
 Breakdown of Delivery Speed and Delivery Cost in Latest Online Purchase, in % of Online Shoppers, August 2017
3.8. PLAYERS
 Overview of B2C E-Commerce Market Players, March 2018
 Top Online Shops by Market Share, in % of B2C E-Commerce Sales, 2016
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EGYPT
4.1. OVERVIEW
4.2. TRENDS
 Devices Used to Access the Internet, in % of Adults, July 2017
 Shopping Activities Conducted Online, in % of Individuals, 2016 & 2017
4.3. SALES & SHARES
 E-Commerce Sales, by Airline Tickets, Retail, Entertainment, and Travel, in USD billion, 2015 & 2016
 B2C E-Commerce Sales, in USD million, 2015/2016 & 2019/2020
 Number of Internet Users, in millions, and Penetration, in % of Population, 2010 – 2016
 Share of Internet Users Who Researched Goods or Services Online and Who Purchased Online, in %, 2016
 Top 3 Reasons for Not Shopping Online, in % of Internet Users Not Shopping Online, 2016
4.5. PRODUCTS
 Top 3 Product Categories Purchased Online, in % of Online Shoppers, 2016
 Product Categories Purchased Online, in % of Online Shoppers, 2016
4.6. PAYMENT
 Top 3 Payment Methods Preferred in E-Commerce, in % of Online Shoppers, 2016
 Top 3 Payment Methods Used in E-Commerce, in % of Online Shoppers, 2016
4.7. PLAYERS
 Share of Enterprises Selling Online and Buying Online, in %, by Size, 2016/2017
 Website Traffic Shares of the Leading Online Shopping Websites, in %, February 2015 & February 2017
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NIGERIA
5.1. OVERVIEW
5.2. TRENDS
 Breakdown of Internet Traffic by Device, in %, February 2018
 Share of Online Shoppers Preferring to Shop Online via Mobile Phone, in %, 2016
5.3. SALES & SHARES
 E-Commerce Sales, in USD billion, 2016 & 2020f
 Share of Internet Users Shopping Online At Least Weekly, in % of Internet Users, by Computer and Smartphone,
2017
5.5. PRODUCTS
 Breakdown of Product Categories Purchased Online, in % of Online Shoppers, August 2016
5.6. PAYMENT
 Breakdown of Payment Methods Preferred in Online Shopping, in % of Online Shoppers, August 2016
 Number and Value of Internet (Web) and Mobile Payment Transactions, in millions and in NGN billion, 2011- 2016 &
H1 2017
 Breakdown of Experience with Mobile Money, in % Adults, 2016
 Main Purposes of Using Mobile Money Services, in % Mobile Money Users, 2016
5.7. DELIVERY
 Breakdown of Preferred Delivery Features, in % of Online Shoppers, August 2016
5.8. PLAYERS
 Overview of B2C E-Commerce Market Players, March 2018
 Breakdown of Preferred Local Websites Preferred for Online Shopping, in % of Online Shoppers, August 2016
 Top Online Shopping Websites, by Website Rank, incl. Category, Total Website Visits, in millions, Nigeria’s Share of
Website Visits, in %, February 2018
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MOROCCO
6.1. OVERVIEW
6.2. TRENDS
 Smartphone Penetration, in % of Mobile Phone Owners, by Age Group and Total, 2016
 Mobile Shopper Penetration, in % of Mobile Internet Users, 2015 & 2016
 Breakdown of Origin of Sites Used to Purchase Online, by National and International Sites, in % of Online Shoppers,
2016
6.3. SALES & SHARES
 Number of E-Commerce Transactions Made with Bank Cards, in millions, and Value, in MAD million, by Domestic
Bank Cards and Domestic and Foreign Bank Cards (Total), 2012 – 2017
 Online Shopper Penetration, in % of Internet Users, 2015 & 2016
 Online Shopper Penetration, in % of Internet Users, by Urban and Rural, and by Male and Female, 2016
 Breakdown of Number of Purchases Made Online, in % of Online Shoppers, 2016
 Breakdown of Main Motivations to Shop Online, in % of Online Shoppers, 2016
6.5. PRODUCTS
 Breakdown of Product Categories Purchased Online, in % of Online Shoppers, 2016
6.6. PAYMENT
 Main Barriers to Online Shopping, incl. Payment-Related, in % of Internet Users, 2016
6.7. DELIVERY
 Problems Encountered When Shopping Online, incl. Delivery-Related, in % of Online Shoppers, 2016
6.8. PLAYERS
 Top Online Shopping Websites, by Website Rank, incl. Category, Total Website Visits, in millions, Morocco’s Share of
Website Visits, in %, February 2018
KENYA
7.1. OVERVIEW
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KENYA (CONT.)
7.2. TRENDS
 Mobile Share of Internet Subscriptions, in %, Q3 2017
7.3. SALES & SHARES
 B2C E-Commerce Sales, in KES billion, 2015 & 2016
 Online Shopper Penetration, in % of Internet Users, 2014 & 2017
 Breakdown of Factors Most Important When Shopping Online, in % Online Shoppers, November 2016
7.5. PRODUCTS
 Breakdown of The Latest Online Purchase by Product Categories, in % of Online Shoppers, November 2016
7.6. PAYMENT
 Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, November 2016
 Mobile Payment Statistics, incl. Number of Transactions, in millions, Value of Transactions, in KES billion, Number of
Accounts, in millions, and Number of Agents, in thousands, 2008 – 2017
7.7. DELIVERY
 Modes of Delivery Used by Enterprises Engaged in Online Selling, in % of Enterprises Engaged in Online Selling, May
2016
7.8. PLAYERS
 Share of Enterprises Engaged in Selling Online, by Enterprise Size, in %, May 2016
 Top 2 Preferred E-Commerce Platforms, in % of Online Shoppers, November 2016
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REPORT-SPECIFIC SAMPLE CHARTS

GENERAL METHODOLOGY OF OUR MARKET REPORTS
Secondary Market Research
 The reports are compiled based on secondary market research.
Secondary research is information gathered from previously published
sources. Our reports are solely based on information and data acquired
from national and international statistical offices, industry and trade
associations, business reports, business and company databases,
journals, company registries, news portals and many other reliable
sources. By using various sources we ensure maximum objectivity for all
obtained data. As a result, companies gain a precise and unbiased
impression of the market situation.
 Cross referencing of data is conducted in order to ensure
validity and reliability.
 The source of information and its release date are provided on
every chart. It is possible that the information contained in one chart is
derived from several sources. If this is the case, all sources are mentioned
on the chart.
 The reports include mainly data from the last 12 months prior
to the date of report publication. Exact publication dates are mentioned in
every chart.
Definitions
 The reports take into account a broad definition of B2C E-
Commerce, which might include mobile commerce. As definitions may
vary among sources, exact definition used by the source (if available) is
included at the bottom of the chart.
Chart Types
 Our reports include text charts, pie charts, bar charts, rankings,
line graphs and tables. Every chart contains an Action Title, which
summarizes the main idea/finding of the chart and a Subtitle, which
provides necessary information about the country, the topic, units or
measures of currency, and the applicable time period(s) to which the data
refers. With respect to rankings, it is possible that the summation of all
categories amounts to more than 100%. In this case, multiple answers were
possible, which is noted at the bottom of the chart.
Report Structure
 Reports are comprised of the following elements, in the following
order: Cover page, preface, legal notice, methodology, definitions, table of
contents, management summary (summarizing main information
contained in each section of report) and report content (divided into
sections and chapters). When available, we also include forecasts in our
report content. These forecasts are not our own; they are published by
reliable sources. Within Global and Regional reports, we include all major
developed and emerging markets, ranked in order of importance by using
evaluative criteria such as sales figures.
Notes and Currency Values
 If available, additional information about the data collection, for
example the time of survey and number of people surveyed, is provided in
the form of a note. In some cases, the note (also) contains additional
information needed to fully understand the contents of the respective data.
 When providing information about amounts of money, local
currencies are most often used. When referencing currency values in the
Action Title, the EUR values are also provided in brackets. The conversions
are always made using the average currency exchange rate for the
respective time period. Should the currency figure be in the future, the
average exchange rate of the past 12 months is used.
METHODOLOGY OF OUR MIDDLE EAST B2C E-COMMERCE MARKET 2018
Report Coverage
 This report covers the B2C E-Commerce market in Africa. The
following countries were included: Egypt, Kenya, Morocco, Nigeria, South
Africa. A broad definition of retail E-Commerce used by some original
sources cited in this report might include both B2C and C2C E-Commerce.
 The report contains relevant information about international
comparisons, market trends, B2C E-Commerce sales and shares, Internet
users and shoppers, products, payment methods, delivery and players.
Not all types of information were included for each country, due to
varying data availability.
Report Structure
 The report starts with an overview of the regional E-Commerce
market compared to other global regions and the region’s country
comparisons in terms of criteria relevant to B2C E-Commerce, such as
Internet and online shopper penetration rates. The rest of the report is
divided into country chapters, presented in the descending order of retail
E-Commerce sales. Where no comparable E-Commerce sales figures were
available, other relevant criteria were used to rank the countries, such as
Internet and online shopper penetration rates.
 Each country description starts with an overview of the market,
highlighting the overall B2C E-Commerce development.
 Next, the “Trends” section includes an overview of market trends,
such as M-Commerce and cross-border online shopping. This information
was not available for each of the covered countries.
 The section “Sales & Shares” covers the development of retail
B2C E-Commerce sales and E-Commerce’s share of total retail sales, where
available.
 In the “Users & Shoppers” section, information about Internet
penetration and online shoppers is included.
 Afterwards, the section “Products” shows the leading product
categories purchased online. For some of the covered countries this
information was not available.
 The next section, “Payment”, covers the payment methods most
used by online shoppers, or other information related to online payment,
where available.
 Furthermore, the “Delivery” section covers information related to
delivery in B2C E-Commerce. This information was not available for each of
the covered countries.
 Finally, the “Players” section includes information about the
leading B2C E-Commerce companies, including rankings of top online
shopping platforms by website visits, where available. For the top country
in the region, also a text chart with a qualitative overview of competition
was included.
11

Global E-Commerce Marketplaces 2018 March 2018 € 450
Global Online Payment Methods: Second Half 2017
Global Mobile Payment Methods: Second Half 2017
Global Cross-Border B2C E-Commerce 2017
Global M-Commerce 2017
Global Innovation Trends in Global Retail and Payments 2017
Global Digital Gaming Market 2017
February 2018
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October 2017
August 2017
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Middle East B2C E-Commerce Market 2018
GCC B2C E-Commerce Market 2018
UAE B2C E-Commerce Market 2018
Saudi Arabia B2C E-Commerce Market 2018
North America B2C E-Commerce Market 2017
Europe B2C E-Commerce Market 2017
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December 2017
July 2017
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Western Europe B2C E-Commerce Market 2017
Asia-Pacific B2C E-Commerce Market 2017
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July 2017
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December 2017
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UPCOMING RELATED REPORTS
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