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Africa Internet & B2C E-Commerce Report 2012

Abstract

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1.) South Africa and Nigeria with highest Online Shopping Potential in Africa

The new "Africa Internet & B2C E-Commerce Report 2012" by Hamburg-based secondary market research firm yStats.com takes a close look at Internet use and B2C E-Commerce development on the African continent. In addition to presenting data on Internet and B2C E-Commerce for the entire continent, facts and figures about 15 individual countries of the African continent are compiled.

With more than 40 million users, Nigeria was the African nation with the highest number of Internet users in December 2011, followed by Egypt and Morocco. Meanwhile, Internet penetration was the highest in Morocco with almost 50%. South Africa on the other hand, was the country with the most successful B2C E-Commerce platforms. In 2011, various factors still curbed online retail on the entire continent, such as the low Internet penetration and the focus on cash transactions and personal relationships. Recently, however, mobile payment methods have become increasingly popular, promoting B2C E-Commerce growth in 2012.

Growing B2C E-Commerce revenue in the most important African markets In South Africa, the share of online shoppers on the total number of Internet users has continued to grow slowly between 2009 and 2011. In 2011, a clear majority cited lower prices as a decisive factor for making purchases online. Kenya was the fastest growing Internet market in Africa in 2011, due to low mobile phone charges and increasing broadband capacity. The number of Internet users and their share on the entire population continuously grew between 2010 and 2011 by a low double digit percentage figure. At the same time, the number of Internet connections and B2C E-Commerce revenue in Morocco grew between 2010 and 2011 by almost three quarters. Due to improved Internet access and a growing number of online shops, the number of credit cards also increased in 2011. Furthermore, according to forecasts at least one third of the population in Nigeria is expected to have direct Internet access by 2013. Although large online retailers such as Amazon, eBay and South African online shop Kalahari sell their products there, there are still limitations when it comes to shipping and payment options.

Great potential in other African markets In February 2012, almost one quarter of all Internet users in Egypt shopped online or used the Internet to pay their bills. Meanwhile, Algeria with its lower Internet user rate saw only little online retail in early 2012, because cash transactions were still predominant there, while other payment options were hardly available. The increasing number of Internet users in Uganda is expected to spur the use of services such as online shopping and online banking in 2012. In Ghana, B2C E-Commerce was curbed by the low Internet penetration rate and a lack of suitable shipping and payment options. According to the "Africa Internet & B2C E-Commerce Report 2012" by yStats.com, in 2011, especially in Libya people were afraid of B2C E-Commerce related scams. Meanwhile, more than half of all Internet users in Namibia accessed the Internet via mobile phone, much like in Tanzania. Conclusively, it can be stated Africa is making slow but steady progress in terms of Internet usage and B2C E-Commerce.

2.) KEY FINDINGS

  • With more than 40 million users, Nigeria was the African nation with the highest number of Internet users in December 2011, followed by Egypt and Morocco.
  • In South Africa, the share of online shoppers on Internet users has continued to grow strongly until 2011. Lower prices were a decisive factor for the B2C E-Commerce development.
  • Kenya showed strong growth potential, as it was the fastest growing Internet market in Africa in 2011, due to low mobile phone charges and increasing broadband capacity.
  • In Morocco, the number of Internet connections as well as B2C E-Commerce revenues grew strongly between 2010 and 2011.
  • In Nigeria, at least one third of the population is expected to have direct Internet access by 2013.

3.) About our Reports

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4.) About yStats.com

Founded in 2005, yStats.com is committed to the research of objective, demand-based and up-to-date data on markets and competitors for top managers from various industries including retail, home shopping, E-Commerce, telecommunication, logistics and energy. The Hamburg-based company is a specialist for secondary research with a clear international focus.

Table of Contents

1. Management Summary

2. Africa: Regional

  • Global and African GDP, in USD billion and African Share of Global GDP, in %, 2012f-2030f
  • GDP Growth Rates in Africa and other major Regions and Economies of the World, in %, 2011-2013f
  • Real GDP Growth and real per Capita GDP Growth, by Region, in %, 2009-2011
  • Top 5 Global Countries and Top 10 African Countries regarding Gross Domestic Product (GDP), by global Rank, in USD million, 2010
  • Top 10 Countries regarding per Capita GDP, in USD thousand, 2011
  • Top 5 Global Countries and Top 10 African Countries regarding Gross National Income (GNI), by global Rank, in USD million, 2010
  • Top 5 Global Countries and Top 5 African Countries regarding Household final Consumption Expenditure, by global Rank, in current USD billion and annual Growth, in %, 2010
  • Economic Trends, 2011/2012
  • Top Internet Countries, Rank 1-10, by million Users, December 2011
  • Top Internet Countries, Rank 11-20, by million Users, December 2011
  • Top Internet Countries, Rank 21-30, by thousand Users, December 2011
  • Top Internet Countries, Rank 31-40, by thousand Users, December 2011
  • Top Internet Countries, Rank 41-50, by thousand Users, December 2011
  • Top Internet Countries, Rank 51-56, by thousand Users, December 2011
  • Top Internet Countries, Rank 1-10, by Internet Penetration, in % of Population, December 2011
  • Top Internet Countries, Rank 11-20, by Internet Penetration, in % of Population, December 2011
  • Top Internet Countries, Rank 21-30, by Internet Penetration, in % of Population, December 2011
  • Top Internet Countries, Rank 31-40, by Internet Penetration, in % of Population, December 2011
  • Top Internet Countries, Rank 41-50, by Internet Penetration, in % of Population, December 2011
  • Top Internet Countries, Rank 51-56, by Internet Penetration, in % of Population, December 2011
  • Top Facebook Countries, Rank 1-10, by million Users, March 2012
  • Top Facebook Countries, Rank 11-20, by million Users, March 2012
  • Top 10 Internet Countries, by Average Download Speed, in Mbps, 2012
  • Top 10 Countries regarding Network Readiness, by Score (out of 7) and Global Rank (out of 142), 2012
  • Top 5 Countries regarding ICT Development, by Global Rank, 2011
  • Internet Trends, 2010/2011 and International Internet Bandwidth*, in Mbit/s, 2005 & 2010
  • Barriers to B2C E-Commerce, 2011
  • Mobile Payment Trends, 2012
  • Active Mobile Broadband Subscriptions, in millions and in % of Inhabitants, 2007-2011f
  • News about B2C E-Commerce Players: ShopAfrica53, 2011

3. SADC: Regional

  • Households with Internet, in % of Households, 2010
  • Internet Users per 100 Inhabitants and Growth, in % 2008 & 2010

4. South Africa (Top Country)

  • Social Media Trends, 2011
  • Online Habits of Audience on Real Estate Websites, 2012 and Online Activities of Real Estate Website Audience, in %, 2012
  • B2C E-Commerce Trends, 2010-2012
  • Spending on Online Shopping, by Gender, in %, 12 Months ending October 2011
  • Top Reasons regarding Choice of Online Retailer, in % Online Shoppers, 2011
  • Barriers to foreign Online Shopping, in % of Online Shoppers, 2011
  • Reasons for Internet Usage, 2011-Q1 2012 and Breakdown of Online Retail into Air Tickets and Other Online Retail, in %, 2011
  • Mobile Retail Trends, 2012
  • Share of Mobile Phone Owners accessing the Internet using their Phone, in %, 2011
  • Breakdown of Mobile Commerce via Mobile Phones, in % of Mobile Internet Users, 2011
  • Mobile Banking Development, 2011/2012
  • B2C E-Commerce Delivery Trends, 2011/2012
  • Online Research Conduction prior to In-Store Purchase and Offline Research Conduction prior to Online Purchase, by Gender, in % of Internet Users, 12 Months ending October 2011
  • Online Research Conduction prior to Online Purchase, by Gender, in % of Internet Users, 12 Months ending October 2011
  • Online Shopping Security Concerns, in % of Internet Users, 2009-2011
  • Online Travel Market Trends, 2011
  • B2C E-Commerce Sales, in ZAR billion, 2009-2011
  • Breakdown of total Retail into Online Retail and physical Retail, in %, 2010 and Online Retail and Physical Retail Growth Rates, in %, 2010
  • Most popular Categories in the Holiday Shopping Season in South Africa, in %, 2011
  • Online Shoppers, in % of Internet Users, 2009-2011
  • Internet Users having shopped Online, by Gender, in %, 12 Months ending October 2011
  • Growing B2C E-Commerce Players, 2011/2012
  • Top 3 Online Shops, by Popularity, in %, 2011
  • Top 3 most popular Online Shops, Unique Visitors, in thousands, and Audience Reach, in %, March 2012
  • News about B2C E-Commerce Players: Amazon Web Services, 2012
  • News about B2C E-Commerce Players: Bid-or-Buy, 2012
  • News about B2C E-Commerce Players: Kalahari, 2011/2012
  • News about B2C E-Commerce Players: Samsung, 2012
  • News about B2C E-Commerce Players: Takealot, 2011
  • News about B2C E-Commerce Players: Vaimo, 2012
  • Breakdown of Group-buying Websites, by Market Share, in %, 2011

5. Nigeria (Top Country)

  • Internet Trends, 2011-2015
  • Total Internet Access and Internet Access in urban and rural Areas, in % of Population, 2011
  • Top 10 States by Internet Access, in % of Population, 2011
  • Media Access only and owned, by Media Type, including Internet, in % of Population, 2011
  • Broadband Internet Connections, in % of Population, 2012 & 2015f
  • Internet Users that had ever shopped Online, in %, 2010
  • Number of Online Shops visited in a Month, in % of Internet Users, 2010
  • Frequency of Shopping online, in % of Internet Users, 2010
  • Breakdown of Online Payment Methods, in % of Internet Users, 2010
  • Buying and Shipping Options at selected foreign B2C E-Commerce Platforms

6. Morocco (Top Country)

  • Internet and B2C E-Commerce Trends, 2011 and Credit Cards in Morocco, in millions, 2010 & 2011
  • Internet Subscribers, in millions, 2010 & 2011
  • Breakdown of Internet Access Types, in % of Internet Users, 2011
  • B2C E-Commerce Turnover, in MAD million, 2010 & 2011
  • Average B2C E-Commerce Transaction Amount, in MAD, H1 2010 & H1 2011
  • Types of Internet Activities by Popularity, in % of Internet Users, 2010
  • Mobile Broadband Subscriptions, in % of Population, 2008 & 2010
  • Number of Mobile Phone Subscribers, Internet Users and Internet Subscribers, in millions, 2011

7. Algeria

  • B2C E-Commerce Trends, 2011/2012

8. Botswana

  • Online Payment Trends, 2012

9. Egypt

  • Internet and B2C E-Commerce Trends, 2011/2012
  • Internet Users, in millions and in Percentage of the Population, Jan. 2010, Dec. 2010 & Jan. 2011
  • B2C E-Commerce News about BKam, March 2012

10. Ethiopia

  • B2C E-Commerce News about soleRebels, July 2011

11. Ghana

  • Internet and B2C E-Commerce Trends, 2011

12. Ivory Coast

  • Market Penetration of Internet, Mobile and Fixed Telecommunications, in %, 2011

13. Kenya

  • Internet Trends, 2011
  • Internet Penetration, in million Users and in % of Population, Q4 2010-Q4 2011
  • Internet Access by Province, in % of Population, May/June 2010
  • Internet Access by Age Group, in %, May/June 2010
  • Frequency of Internet Activities, in % of Population, 6 Months to May/June 2010
  • Place of Internet Use, in % of Population with Internet Access, 12 Months to May/June 2010
  • Types of Internet Activities by Popularity, in % of Population with Internet Access, 6 Months to May/June 2010
  • Mobile Commerce Trends, 2011

14. Libya

  • Internet and B2C E-Commerce Trends, 2012
  • Concerns regarding B2C E-Commerce, in %, 2011

15. Namibia

  • Mobile Phone Internet Users and Social Network Users, in % of Internet Users, 2011
  • Breakdown of Devices used during first Use of Internet, in % Internet Users, 2011

16. Tanzania

  • Media Access at Home, by Media Type, including Internet, in % of Population, 2010
  • Breakdown of Devices used to Access the Internet, in % Internet Users, 2012
  • Types of Internet Activities by Popularity, in % of Internet Users, 2010
  • Breakdown of Social Media Websites, in % of Social Media Users, 2012

17. Tunisia

  • Internet and B2C E-Commerce Trends, 2011/2012

18. Uganda

  • Internet and B2C E-Commerce Trends, 2012
  • Mobile Money Trends, 2012

19. Zimbabwe

  • Internet and B2C E-Commerce Trends, 2011 and Breakdown of Barriers to B2C E-Commerce experienced by agricultural Food Companies, in %, 2011
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