According to a report published by Indra de Lanerolle (University of Witwatersrand, Johannesburg), seven out of ten Internet users (71%) in South Africa use their mobile phone to connect to the internet.

A new study by the market research firm Jana surveyed the growth of eCommerce in emerging markets such as India, Kenya, Nigeria, The Philippines and South Africa.

How often do you buy products online?

The study shows that 67% of the mobile phone users in South Africa buy at least sometimes products online. 13% rarely purchase products and 21% never have done so.

Greatest advantage of buying products online

The main reasons for buying products online are cheaper prices than those in offline stores, the ease of using eCommerce sites and convenience since you don’t have to leave your house anymore to purchase any goods. The larger selection offered by online vendors and the overall online shopping experience were less critical factors for buying online.

Favorite website for purchasing goods online

The numer one eCommerce site for purchasing online in South Africa is OLX followed by Zando, Kalahari, eBay and Gumtree.

Preferred payment mechanism when buying online

When it comes to the payment, more than half of the users prefer to pay in cash, 21% rather pay with credit card, 17% with a debit card and 9% with airtime.

Largest obstacles for buying products online

And what are the barriers for online shopping? Most mobile phone users in South Africa complained about the long delivery time of products ordered online followed by the difficulty to find a reliable internet connection. 14% have concerns about the security when purchasing products online and 12% specified the cost for the internet connection as largest obstacle when shopping online.

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