This document provides an overview of the methodology used in market reports produced by ystats.com. It discusses how the reports are based on secondary market research from reliable sources. Data is cross-referenced to ensure validity. Charts include sources and definitions. The reports cover major developed and emerging markets and include sections on trends, sales, users, products, payment methods, and major players. This specific report will cover the B2C e-commerce market in Africa, divided by country, ordered by sales. It will include available data on trends, users, products, payments, and players for each country.

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GENERAL METHODOLOGY OF 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.

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METHODOLOGY OF THE CURRENT REPORT
 This report covers the B2C E-Commerce market in Africa
 The regional chapter opens the report, including global and regional comparisons that concern criteria related to B2C E-Commerce, such as Internet and online
shopper penetration.
 The rest of the report is divided by countries. The countries are presented in the order of descending B2C E-Commerce sales. Where no comparable B2C E-
Commerce sales data was available, the related criteria, such as online shopper penetration, Internet penetration and population size were considered.
 Each country chapter starts with an overview of the development of B2C E-Commerce in the respective country.
 Following that, where available, information about trends, sales & shares, users & shoppers, products, payment, delivery and players is presented. Not all of
these sections are included for each of the covered countries, due to varying data availability.
 The “Trends” section includes an information related to important market trends, such as cross-border B2C E-Commerce and mobile.
 The section “Sales & Shares” covers the development of E-Commerce sales or E-Commerce payment transactions. Where available, the E-Commerce share of
total retail is included.
 In the “Users & Shoppers” section, information about Internet penetration and online shoppers is provided.
 Afterwards, the section “Products” shows the leading product categories purchased by online shoppers.
 The next two sections, “Payment” and “Delivery”, cover information related to delivery and payment methods most used by online shoppers.
 Finally, the “Players” section includes information about the leading E-Commerce players, such as E-Commerce website rankings, featuring foreign and local
marketplaces, online and multichannel retailers, daily deals websites and online classifieds platforms.

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DEFINITIONS
 B2C E-COMMERCE
the sale of products (and services) through electronic transactions via the Internet from businesses to
consumers.
 B2C E-COMMERCE SALES
the total sales generated either on the B2C E-Commerce market in a certain country or region, or the total
sales generated through B2C E-Commerce by a player on the market.
 M-COMMERCE
M-Commerce, also called “Mobile Commerce”, means the sale of products (and services) through electronic
transactions via mobile devices, such as mobile phones, tablets and smartphones.
 CROSS-BORDER B2C E-COMMERCE
the sale of goods (and services) directly to consumers in other countries, with orders made online through
foreign online shops and delivered from the country where the foreign shop is based or from a central logistics
facility, i.e. across the country’s borders.
 INTERNET USERS the total number of inhabitants in a certain country that regularly accesses the Internet.
 ONLINE SHOPPERS the total number of inhabitants in a certain country or region that participates in B2C E-Commerce.
 ONLINE PAYMENT
transfer of money made over the Internet following a consumer’s payment command, includes payments for
product and service purchase in E-Commerce and M-Commerce.
 ONLINE CLASSIFIEDS
an online platform, where both consumers and businesses can publish small advertisements about the sale of
goods and services.
 COMPARISON SHOPPING WEBSITES
websites providing comparison functions, such as price and product features, among the offers of third-party
merchants and service providers (online and/or store-based); for the purchase of products such websites
usually redirect to the website with the respective offering
The following expressions and definitions are used in this B2C E-Commerce market report*:
Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective
charts

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TABLE OF CONTENTS (1 OF 8)
1. Management Summary
2. Regional
• Breakdown of Global B2C E-Commerce Sales, by Regions, incl. Middle East and Africa, in %, 2014 & 2019f
• B2C E-Commerce Share of Total Retail Sales, by Global Regions, incl. Middle East and Africa, in %, 2015e
• Internet Penetration by Global Regions, incl. Africa, May 2015
• Number of Internet Users, by Global Regions, incl. Africa, in millions, and in % Change, 2010 & 2015
• Selected Socio-Economic Characteristics of Selected Countries in Africa, incl. Population, in millions, GDP, in USD billion, and GDP per
Capita, in USD, by Algeria, Burkina Faso, Egypt, Ethiopia, Gabon, Ghana, Kenya, Mauritius, Morocco, Mozambique, Nigeria, Senegal,
South Africa, Tunisia, Uganda, 2014
• Mobile Phone Users and Penetration in the Middle East and Africa, by Country, incl. Egypt, Nigeria, Saudi Arabia, South Africa, UAE, and
Total for the Middle East and Africa, in millions and in % of Population, 2013-2019f
• Internet Users and Penetration in the Middle East and Africa, by Country, incl. Egypt, Nigeria, Saudi Arabia, South Africa, UAE and Total for
the Middle East and Africa, in millions and in % of Population, 2013 - 2019f
• Internet Penetration, by Age Group, Gender and Total, in % of Adults, by Burkina Faso, Ethiopia, Ghana, Kenya, Nigeria, Senegal, South
Africa, Tanzania, Uganda, May 2015
• B2C E-Commerce Index, by Algeria, Botswana, Egypt, Ghana, Kenya, Mauritius, Morocco, Nigeria
• Senegal, South Africa, Tunisia, Uganda, Zimbabwe, incl. Global Rank, 2016, Share of Individuals Using Internet, 2014, Share of Individuals
with Credit Card, 2014, Secure Internet Servers per 1 million People, 2014, UPU Postal Reliability Score and UNCTAD B2C E-Commerce
Index Value, 2015
• Online Shoppers in Africa, by Country, incl. Egypt, Ghana, Kenya, Mauritius, Morocco, Nigeria, South Africa, Uganda, in % of Internet
Users, in % of Population and in millions, 2014
• Breakdown of Mobile Phone Ownership, by Smartphone, Other Mobile Phone and No Mobile Phone, in % of Adults, by Burkina Faso,
Ethiopia, Ghana, Kenya, Nigeria, Senegal, South Africa, Tanzania, Uganda, May 2015
• Number of Smartphone Subscriptions, Mobile Broadband Subscriptions, Mobile LTE Subscriptions, and FTTx Subscriptions, in millions, and
in % CAGR, 2014 & 2020f
• Mobile Internet Subscriber Penetration in Sub-Saharan Africa, in % of Population, 2014 & 2020f

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TABLE OF CONTENTS (2 OF 8)
3. South Africa
3.1. Overview
• B2C E-Commerce Market Overview, May 2016
3.2. Trends
• Breakdown of Internet Subscriptions by Type, in % and in millions, September 2015
• Shopping-Related Activities Carried out via Mobile Internet, in % of Mobile Internet Users, August 2015
• Breakdown of Online Shopping Destinations, by Cross-Border and Domestic, in % of Online Shoppers, 12 Months to October 2015
3.3. Sales & Shares
• B2C E-Commerce Sales, in ZAR billion, 2015 & 2020f
• B2C E-Commerce Sales, in ZAR billion, 2012 - 2016f
• B2C E-Commerce’s Share of Total Retail Sales, 2014 & 2016f
3.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2014
• Activities Carried Out Online, in % of Internet Users, October 2015
• Number of Online Shoppers, in millions, 2012-2014
3.5. Product
• Product Categories Purchased Online, in % of Online Shoppers, October 2015
• Top 3 Product Categories Purchased Online, in % of Online Shoppers, October 2015
3.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2015
• Share of Internet Users Who Do Not Shop Online Due to Lack of Trust to Online Payment, in % of Respondents, 2014

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TABLE OF CONTENTS (3 OF 8)
3. South Africa (Cont.)
3.7. Delivery
• Key Drivers for Online Shopping, incl. Delivery, in % of Online Shoppers, 2014
• Share of Online Shoppers Who Are Concerned About Deliveries Arriving When They Are Not At Home, October 2015
3.8. Players
• B2C E-Commerce Players Overview, April 2016
• Top 10 E-Commerce Websites, by Website Rank, May 2016, incl. Category, Website Visits, in millions, April 2016, and Share of Traffic from
South Africa, 3 Months to May 2016
4. Nigeria
4.1. Overview
• B2C E-Commerce Overview, May 2016
4.2. Trends
• Breakdown of Online Shopping Destinations, by Cross-Border and Domestic, in % of Online Shoppers, 12 Months to October 2015
• Top 5 Foreign Countries Purchased From Online, in % of Online Shoppers, 12 Months to October 2015
• Breakdown of Main Factors Influencing the Decision to Shop Online, in % of Online Shoppers, March 2016
4.3. Sales & Shares
• B2C E-Commerce Sales, in USD million, 2012 & 2015e
• B2C E-Commerce Share of Total Retail Sales, in %, 2013

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TABLE OF CONTENTS (4 OF 8)
4. Nigeria (Cont.)
4.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2014
• Number of Mobile Internet Subscriptions, by GSM and CDMA, in millions, February 2015 & February 2016
• Awareness and Usage of Online Shopping, in % of Mobile Phone Owners, by Total, Gender and Age Group, March 2016
4.5. Product
• Top 3 Product Categories Purchased Online, in % of Online Shoppers, October 2015
• B2C E-Commerce Sales of Apparel and Footwear, in USD million, 2014 & 2019f
4.6. Payment
• Top 3 Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2015
• Number and Value of Internet and Mobile Payment Transactions, in millions and in NGN billion, 2011- 2015
4.7. Delivery
• Key Drivers for Online Shopping, incl. Delivery, in % of Online Shoppers, 2014
• Main Reasons for Not Shopping Online, incl. Delivery Cost, in % of Consumers Who Do Not Shop Online, 2014
4.8. Players
• B2C E-commerce Player Overview, May 2016
• Most Popular E-Commerce Websites, by Usage and Awareness, in % of Online Shoppers, March 2016
5. Egypt
5.1. Overview
• B2C E-Commerce Overview, May 2016

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TABLE OF CONTENTS (5 OF 8)
5. Egypt (Cont.)
5.2. Trends
• Number of Internet Subscriptions by Type, in millions, February 2015 & February 2016
• Mobile Share of Online Purchases, in %, 2015e
• Breakdown of Online Shopping Destinations, by Cross-Border and Domestic, in % of Online Shoppers, 12 Months to October 2015
5.3. Sales & Shares
• B2C E-Commerce Sales, by Comparative Estimates, in USD million, 2013 - 2020f
5.4. Users & Shoppers
• Number of Internet Users, in millions, and Penetration, in % of Population, 2010 - 2014
• Number of Internet Users, in millions, and Penetration, in % of Population, 2013 - 2019f
5.5. Product
• Top 3 Product Categories Purchased Online, by Rank, 2015e
5.6. Payment
• Breakdown of Payment Methods Used in Online Shopping, in % of Online Shoppers, 2015e
5.7. Delivery
• Share of Online Shoppers Believing that Free or Minimal Delivery Charges Could Improve Online Shopping in the Future, in %, 2014
5.8. Players
• Top 10 E-Commerce Websites, by Website Rank, May 2016, incl. Category, Website Visits, in millions, April 2016, and Share of Traffic from
South Africa, 3 Months to May 2016

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TABLE OF CONTENTS (6 OF 8)
6. Morocco
6.1. Overview
• B2C E-Commerce Overview, May 2016
6.2. Trends
• Activities Carried Online out via Mobile Phone, in % of Mobile Internet Users, Q4 2015
6.3. Sales & Shares
• E-Commerce Sales, in MAD billion, 2010 & 2014
6.4. Users & Shoppers
• Number of Internet Users, in millions, and Penetration, in % of Population, 2010 - 2014
• Online Shopper Penetration, in % of Internet Users, Q4 2015
• Number of Online Shoppers, in thousands, 2011 & 2014
6.5. Product
• Product Categories Purchased Online, in % of Online Shoppers, February 2016
6.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, February 2016
• Number of Online Payment Transactions Made with Credit Cards, in millions, and Value, in MAD million, by Domestic Credit Cards and
Domestic and Foreign Credit Cards, 2012 - 2015
6.7. Delivery
• Breakdown of Main Criteria Considered When Shopping Online, incl. Delivery, in % of Online Shoppers, February 2016

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TABLE OF CONTENTS (7 OF 8)
6. Morocco (Cont.)
6.8. Players
• Top 6 Most Known Moroccan E-Commerce Websites, in % of Internet Users, February 2016
7. Kenya
7.1. Overview
• B2C E-Commerce Overview, May 2016
7.2. Trends
• Devices Used in a Recent Online Purchase, in % of Online Shoppers, April 2015
7.3. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2014
• Number of Internet Subscriptions, by Type, and in % Year-on-Year Change, December 2014 and December 2015
7.4. Payment
• Breakdown of Payment Methods Used in Online Shopping, in % of Online Shoppers, Q3 2015
• Mobile Payment Statistics, incl. Number of Transactions, in millions, Value of Transactions, in KES billion, Number of Customers, in millions,
and Number of Agents, in thousands, 2008 - 2015
7.5. Players
• Most Popular E-Commerce Websites, by Used and Favorite, in % of Online Shoppers, June 2015

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TABLE OF CONTENTS (8 OF 8)
8. Tunisia
8.1. Overview
• B2C E-Commerce Overview, May 2016
8.2. Users & Shoppers
• Internet Subscriptions, by Fixed and Mobile, in thousands, February 2015 & February 2016
• Internet Penetration, in % of Individuals, 2010 - 2014
• Activities Carried Out Online, incl. Shopping, in % of Internet Users, 2010, 2012, 2014

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1. Management Summary 15 – 19
2. Regional 20 – 33
3. South Africa 34 – 52
4. Nigeria 53 – 70
5. Egypt 71 – 82
6. Morocco 83 – 94
7. Kenya 95 – 102
8. Tunisia 103 – 107

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4%
8%
8%
13%
16%
17%
18%
21%
26%
41%
42%
0% 20% 40% 60% 80% 100%
Other
Food
Pharmaceuticals
Decoration/Art Object
Cultural Object (Book, CD, Concert Ticket)
Internet Services, e.g. Accommodation
Appliances
Deal/Group Buying
Clothing, Beauty Products
Electronic Hardware
Travel or Transport Tickets
in % of Online Shoppers
“Travel or Transport Tickets” (42%) and “Electronic Hardware” (41%)
were the leading online product categories in Morocco in Feb. 2016.
Morocco: Product Categories Purchased Online, in % of Online Shoppers, February 2016
Note: does not add up to 100% due to multiple answers possible
Survey: based on a survey of 1,000 Internet users, conducted in February 2016; ages 16+, from 40 cities (34% Casablanca, 12% Rabat, 7% Marrakech, 6% d’Agadir; conducted
online; margin of error +/- 3%; base of respondents for this question were 531 individuals
Source: Averty, April 2016
Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

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Mobile Data Subscriptions
97.4%
46.7 million
Fixed Internet
Subscriptions
2.3%
1.1 million
Wireless Internet
Subscriptions
0.3%
0.2 million
With 46.7 million, “Mobile data subscriptions” accounted for 97% of
all Internet subscriptions in South Africa in September 2015.
South Africa: Breakdown of Internet Subscriptions by Type, in % and in millions, September 2015
Source: ICASA, March 2016
Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

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