Wednesday, 15 June 2016 10:49

Study investigates what South Africa’s online shoppers want

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While South African are becoming more comfortable with online shopping, 59% said an on-delivery payment option would motivate them to buy more frequently While South African are becoming more comfortable with online shopping, 59% said an on-delivery payment option would motivate them to buy more frequently
South Africans are showing growing confidence in e-commerce, with 56% of respondents to a survey conducted between December 2015 and March 2016 saying that they had shopped online. This is according to online data company Effective Measure. When making their first foray into the world of online payments, most people felt comfortable doing their first transaction with a bill payment merchant. Perhaps unsurprisingly, only 7% of respondents were happy making a vehicle-related purchase online. Effective Measure says local marketers should take note of what South African online shoppers look for before making a purchase. Fifty-nine percent said an on-delivery payment option would motivate them to buy more often, while 41% said they wanted a guarantee that they could return a product they were unhappy with. The most popular items that people like to buy online are: books; tickets for shows/events; travel tickets; hotel reservations; videos/music/DVDs. When it comes to the reasons why consumers choose not to shop online, the most common explanation was lack of access to credit facilities. South Africans were generally happy with delivery times for online purchases, which were most commonly delivered within five days. Fifty-eight percent of people said they were satisfied with this. “Understanding the digital consumer, their behaviour and barriers to entry is increasingly a focus for many businesses,” says Nicolle Harding, Country Manager at Effective Measure South Africa. “Whether they are a retailer building e-commerce competency, or a media owner implementing paid-for content strategies, the challenge remains the same: how do they effectively reach the right consumer, increase the propensity to purchase and increase the basket size?”
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