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Key Findings (1 of 2)
B2C E-Commerce in Africa driven by improved infrastructure and an emerging middle class The growing Internet penetration, the spread of mobile technology and improvement of payment and deliveryinfrastructure are factors that can boost E-Commerce in Africa. The growing middle class seeks more convenient shopping and better quality, driving local and international Internet merchants to operate in the region. Several strong local players have already emerged, such as South Africas online fashion retailer Zando, and Nigerias online mass merchants Jumia and Konga. B2C E-Commerce sales were less than EUR 1 billion in 2012, but annual growth of around 40% is forecasted in the next ten years. The main obstacles to overcome on the way to B2C E-Commerce boom are poor logistics in rural areas, low banking penetration and limited consumer awareness. M-Commerce and mobile payment especially have a high potential on the continent, where mobile phones are more widespread than computers, a significant proportion of the population has no banking relationship and the most common type of Internet access is through a mobile device. Moreover, over 10% of active Internet users in Africa shopped on mobile in 2013. In mobile shopper penetration, Nigeria, Egypt and Morocco are ahead of South Africa. Over a half of Internet users in South Africa who go online at least weekly make purchases over the Internet. South Africa also is home to some of the largest merchants on the continent, such as online merchant of books and electronics Kalahari and online fashion retailer Zando. However, other countries with high potential might overtake the leader in the future. Egypt, Morocco, Nigeria and Kenya follow South Africa in terms of online shopper penetration, but some of them lead in terms of Internet penetration and mobile usage. Online shopping growth in South Africa is driven by increasing Internet penetration and improving payment infrastructure, especially through mobile payment paths. B2C E-Commerce sales in South Africa are expected to grow by a quarter in 2013, to reach less than half a billion EUR. The number of active Internet users in South Africa grows at small double-digit growth rates, with the leading type of connection being mobile. Among the prominent players on the South African E-Commerce market are local online retailers and auctions website, as well as international sites. The market leader is online merchant Kalahari. Event and travel tickets, books, hotel reservations, video and music were the most purchased product categories.
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12. SENEGAL
Number of Internet Subscribers, in millions and in % of Total Population, June 2012, September 2012, December 2012, March 2013, June 2013 Frequent Online Activities, by Performed on a Computer and Mobile Phone, Incl. Online Shopping, in % of Urban Internet Users, 2012
10. eTHiOPia
Internet Penetration on Individuals, in %, 2011 & 2012 Frequent Online Activities, by Performed on a Computer and Mobile Phone, Incl. Online Shopping, in % of Urban Internet Users, 2012
13. uganda
B2C E-Commerce Trends, 2013 Number of Internet Subscriptions, in millions, June 2012 & June 2013 Payment Methods Used in B2C E-Commerce, in % of Online Shoppers, July 2013
11. GHANA
B2C E-Commerce Trends, 2013 Internet Penetration on Individuals, in %, 2011 & 2012 Frequent Online Activities, by Performed on a Computer and Mobile Phone, Incl. Online Shopping, in % of Urban Internet Users, 2012
14. ZIMBABWE
B2C E-Commerce Trends, 2013 Internet Penetration on Individuals, in %, 2011 & 2012
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International
Trends
Products
Users / Shoppers
Players
International
Trends
Products
Users / Shoppers
Players
The number of mobile Internet users in Japan is estimated to increase to 93 million in 2016, up from 66 million in 2012.
Japan: Mobile Internet Users, in millions and in % of Country Population, 2010-2016f
140 69% 120 100
in millions
In Q3 2012, multi-channel mass merchant Magazine Luiza generated 12% of its total revenues through online sales.
Brazil: Profile of Magazine Luiza
Name of Company Magazine Luiza S.A. Franca, Sao Paulo, Brazil www.magazineluiza.com.br Multi-Channel Retailer Mass Merchant Consolidated gross revenues of BRL 2.2 billion in Q3 2012, up by +15.2% from Q3 2011 Online sales of BRL 269 million in Q3 2012, up by +25.5% from Q3 2011
80% 70%
in % of Country Population
80 60 40 20 0
60
Financial Data
Magazine Luiza launched its improved online shop in November 2012, which aims at ensuring customer responsiveness through close contact. On the new website, product categories are organized by color and stores. Furthermore, customers receive recommendations based on their browsing and purchasing behavior. The new website also features higher browser and mobile device compatibility and claims to be faster than any other E-Commerce site in Brazil. In November 2012, Magazine Luiza diversified its online offering by opening a virtual florist. Besides buying flowers for specific categories such as birthdays and apologies, customers can order additions such as chocolates and books to go with the flowers. In Q3 2012, online sales accounted for 12% of total revenues of Magazine Luiza.
2010
2011
2012f
2013f
2014f
2015f
2016f
Definition: mobile phone users of any age, who access the Internet from a mobile browser or an installed application at least once per month; excludes SMS, MMS, IM Source: to be mentioned in the report
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International
Trends
Products
Users / Shoppers
Players
International
Trends
Products
Users / Shoppers
Players
Morocco (49%) was the African country with the highest Internet penetration in December 2011, followed by the Seychelles and Tunisia.
Africa: Top Internet Countries, Rank 1-10, by Internet Penetration, in % of Population, December 2011
Morocco Seychelles Tunisia Reunion (FR) Nigeria Cape Verde Egypt Kenya Mauritius Sao Tome & Principe 0%
Source: to be mentioned in the report
French online travel revenue (+16%) grew stronger between January and September 2011 than French B2C E-Commerce revenue (+12%).
France: Online Travel Trends, 2011
Between January and September 2011, online travel revenue in France increased by +16%, which is a stronger growth than that of B2C E-Commerce as a whole (+12%). Growth in French online travel was mainly driven by Voyages-sncf.com, as reported by LEcho Touristique. In Q1 2011, travel sales had increased by +12% and +20% in Q2, followed by a growth of +15% in Q3 2011, despite the financial crisis and the Arab Spring. In total 2011, online travel sales in France amounted to EUR 12 billion, up from EUR 10.7 billion in 2010. The Internet was very popular among French travelers in 2011. 59% of them gather information online before booking a trip. 56% of French travelers bought travel services online, while 22% exclusively purchased their travel services online, according to Fevad. The average travel-related online shopping basket was EUR 291 in France, three times higher than the average ECommerce basket in the country. 35% of French online travel shoppers bought train tickets and 23% booked tickets for other transportation services. A further 31% also made online reservations for hotels and other accommodations, while 20% used the Internet to find rental services. Furthermore, Travel and Holiday Accommodation was the leading sector in French B2C E-Commerce in 2011, reaching higher sales than the next four top sectors combined. After Malaysia, France was the market with the second highest growth in reach of airlines category, reaching 12.2% growth in February 2011.
49,0% 38,0% 36,3% 36,0% 29,0% 28,8% 26,4% 25,5% 24,8% 17,3% 25% 50% 75%
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Methodology for our B2C E-Commerce Market Reports: This B2C E-Commerce Report by yStats.com is produced in a holistic approach to provide relevant information about recent market trends, sales figures, shares, products, Internet users and Internet shoppers as well as important player news in B2C E-Commerce in the relevant region. This report covers the B2C E-Commerce market. It takes into account a wide definition of B2C E-Commerce, and might include mobile commerce and social commerce. B2B E-Commerce and C2C E-Commerce are not included, unless stated otherwise. This report also includes rankings. Within these rankings, it is possible that the total amount adds up to more than 100%. If this is the case, multiple answers were possible, and this is then mentioned in the note of the chart. This report contains a Management Summary, summarizing the main information provided in each chapter. The chapter number two of this report covers regional development, such B2C E-Commerce trends, sales, as well as information on Internet users and shoppers, including regional data and country comparisons. The remaining chapters provide information on a by country basis. The country leading in the region in terms of B2C E-Commerce sales and online shopper penetration is covered first in the country chapters (Priority A Country). The information includes major trends in the B2C E-Commerce market, sales figures, shares of B2C E-Commerce on the total retail market, development in Internet and online shopper penetration, main B2C E-Commerce product categories, and payment methods. Furthermore, major players in the B2C E-Commerce market were identified and presented in rankings and an overview. The countries ranking next by B2C E-Commerce sales and online shopper penetration in the region (Priority B and C Countries) are presented next, with information on B2C E-Commerce trends, sales, shares, Internet and online shopper penetration, depending on data availability. Further countries (Others) were presented in alphabetical order, grouped under. For these countries, major developments on the B2C E-Commerce market were summarized in trends and data on Internet penetration and online shopping penetration, where available.
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WHAT TYPE OF RESEARCHERS ARE FINDING THE INFORMATION FOR OUR MARKET REPORTS?
yStats.com employs multilingual researchers that research and filter all sources and translate the relevant information into English. This ensures that the content of the original sources is correctly interpreted.
After the information is researched, it is further analyzed by our international team of research analysts. These analysts have a long experience in the field of E-Commerce research, and they understand the specifications of the market.
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May 2013 March 2013 July 2013 April 2013 November 2013 July 2013 November 2013 September 2013 July 2013 February 2013 December 2013
Selected References
Internet, Retail, Consulting, Finance and Other Companies
Internet Companies: Retail Companies: Finance Companies: Google Amazon Avira Skype First Data Citrix Online Wirecard 1 & 1 Consulting Companies: Other Companies: Skrill / Moneybookers Deutsche Telekom bwin Interactive Entertainment
OTTO Group
Digital River
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