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南非电商
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通过支付方式,目标受众,营销,社交媒体,经济和物流对南非电子商务增长的见解|出海南非电商岛群第1期

2019-08-04 22:23:08

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经济

 

根据世界银行人均GDP排名,南非拥有5591万人口,国内生产总值为2948.4亿美元,并被列为第30个最富裕的国家。 南非的人均国内生产总值目前为4,826美元,预计到2021年将达到5,352美元。

 

数字用户见解

 

南非目前有1843万电子商务用户,预计到2021年将有634万用户在线购物。四年后,这2479万电子商务用户将平均在线消费189.47美元。

 

7%的南非购物者在网上花费不到30分钟,相比之下,花费不到1小时的人占12%,花费1至2小时的人占22%,花费2至3小时的人占18%,花费3小时以上的人占42% 线上。

 

产品类别

 

所有产品类别的南非电子商务总收入为26.9亿美元,预计到2021年将增长到47亿美元。电子和媒体目前是南非领先的产品类别,占市场份额9.642亿美元,其次是家具 和家电,销售额达到5.537亿美元。

 

到2021年,电子和媒体仍将是最受欢迎的在线类别,估计价值为13.8亿美元,而第二大热门家具和电器的预期价值为10.7亿美元。

 

后勤

 

2016年,南非在世界银行物流排名中排名第20位。

 

首选在线支付

 

54%的南非在线购物者喜欢支付货到付款,52%的人还喜欢用借记卡付款。

 

南非从哪里买?

 

中国向南非提供155亿美元的进口产品 - 从黄金到汽车。 南非的其他主要进口合作伙伴是德国(70.3亿美元),美国(54.7亿美元),尼日利亚(45.8亿美元)和印度(41.8亿美元)。

 

互联网和设备使用

 

目前南非的互联网普及率为51.9%,到2021年应达到59.5%。智能手机普及率较低(28.6%),但预计未来四年将增长至37.2%。

 

南非60%的在线购物者通过台式机购买,55%和38%经常通过手机和平板电脑购物。

 

 

营销

 

2015年,南非的数字广告支出估计为2848.2万美元。 同年,12.2亿美元用于南非电视和视频广告。

 

社交媒体

 

由于Facebook,YouTube,WhatsApp和Messenger是领先的社交网络,南非有1200万人是活跃的月度社交网络用户

 

Insights into the Growth of South African E-Commerce with Payment Methods, Target Audiences, Marketing, Social Media, Economy and Logistics all Profiled

 

Economy

 

South Africa is home to 55.91 million people with a total GDP of 294.84 billion USD and is ranked as the 30th richest country, according to the World Bank GDP per capita rankings. South Africa's GDP per capita is currently 4,826 USD and expected to reach 5,352 USD by 2021.

 

Digital User Insights

 

There are currently 18.43 million eCommerce users in South Africa, with an additional 6.36 million users expected to be shopping online by 2021. Four years from now, these 24.79 million eCommerce users will spend an average of 189.47 USD online.

 

7% of South African shoppers spend less than 30 minutes online, compared to 12% who spend up to an hour, 22% who spend 1 to 2 hours, 18% who spend 2 to 3 hours, and 42% who spend 3+ hours online. 

 

Product Categories

 

Total South African eCommerce revenue across all product categories is 2.69 billion USD, and is expected to grow to 4.7 billion USD by 2021. Electronics & Media is currently the leading product category in South Africa, accounting for 964.2 million USD market share, followed by Furniture & Appliances, which generates 553.7 million USD in sales.

 

By 2021, Electronics & Media will still be the most purchased online category, with an estimated value of 1.38 billion USD, and second favorite, Furniture & Appliances, will have an expected worth of 1.07 billion USD.

 

Logistics

 

In 2016, South Africa was ranked 20th in the World Bank Logistics ranking.

 

Preferred Online Payments

 

54% of South African online shoppers like to pay cash on delivery, and 52% also like to pay with debit card.

 

Where does South Africa buy from?

 

China supplies South Africa with 15.5 billion USD in imports – ranging from gold to cars. South Africa's other key import partners are Germany (7.03 billion USD), the US (5.47 billion USD), Nigeria (4.58 billion USD) and India (4.18 billion USD).

 

Internet and Device Usage

 

Internet penetration in South Africa is currently 51.9%, and should reach 59.5% by 2021. Smartphone penetration is a lot less (28.6%), but is projected to grow to 37.2% in the next four years.

 

60% of online shoppers in South Africa buy via desktop, and 55% and 38% often shop via mobile and tablet respectively.

 

Marketing

 

In 2015, digital advertising spend in South Africa was estimated to be 284.82 million USD. That same year, 1.22 billion USD was spent on South African television and video advertising.

 

Social Media

 

12 million people in South Africa are active monthly social network users, thanks to Facebook, YouTube, WhatsApp and Messenger, which are the leading social networks


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