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市場調查報告書

非洲的B2C 電子商務市場

Africa B2C E-Commerce Market 2015

出版商 yStats.com GmbH & Co. KG 商品編碼 291165
出版日期 內容資訊 英文 122 Pages/Charts
商品交期: 最快1-2個工作天內
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非洲的B2C 電子商務市場 Africa B2C E-Commerce Market 2015
出版日期: 2015年02月17日 內容資訊: 英文 122 Pages/Charts
簡介

非洲被認為是全球電子商務市場中發展較為遲緩的。事實上由於網路普及率低落、物流機構不全、非現金交易基礎設施的欠缺、低所得及高貧窮率等因素,皆妨礙了本地區網路購物的發展。即便如此,近年來仍開始出現改善的徵兆,非洲主要國家的B2C電子商務市場(以歐元計算)可望達成二位數成長率。其中以南非、奈及利亞以地區內的主導國之姿快速成長,此外肯亞等國也因行動電話的普及,行動商務也正急速成長。

本報告提供非洲的B2C 電子商務市場詳細調查分析,B2C 電子商務的最新趨勢與未來展望、與世界各國市場的比較、發展地區內各國線上零售所必須的基礎建設、主要國家的B2C 電子商務市場概況(市場規模(銷售額)、B2C 電子商務佔整體零售業的銷量市佔率、線上消費者的普及率、最受歡迎的商品分類、各年齡層與性別的統計、零售網站的個別造訪人數的排行榜等)、主要企業檔案等情報接彙整提供如後。

第1章 經營管理摘要

第2章 國際比較

  • B2C電子商務各地區銷售額詳情(包含中東與非洲、最新值、預測值)
  • 線上消費者的普及率、地區別、網路用戶比(含中東與非洲、未來6年份)
  • 愛好網路購物的消費者比率、與每週上網超過一次的消費者對照之比率、主要國家詳情(包含南非、奈及利亞)
  • 主要線上活動、與每週上網超過一次的消費者對照之比率、主要國家的狀況(包含南非、奈及利亞)
  • 線上購物的產品類別、與每週上網超過一次的消費者對照之比率、主要國家的狀況(包含南非、奈及利亞)
  • 網路購物的網站、與每週上網超過一次的消費者對照之比率、主要國家的狀況(包含南非、奈及利亞)
  • 每週/每月網路購物的消費者市佔率(%)、主要國家與地區詳情(包含南非)

第3章 地區市場

  • B2C電子商務的銷售額(最新值、預測值)
  • 線上消費者的普及率、佔受訪者的比例(埃及、肯亞、摩洛哥、奈及利亞、南非)
  • 對線上交易安全性的疑慮、受訪者中不進行網路購物者的比例(埃及、肯亞、摩洛哥、奈及利亞、南非)
  • 受訪者中表示「有/想要經由行動電話進行網路購物的經驗」者的比例(埃及、肯亞、摩洛哥、奈及利亞、南非)
  • 網路用戶數(埃及、奈及利亞、南非、未來6年份)
  • 網路普及率、佔人口比例、主要國家詳情
  • 行動電話用戶數及普及率、佔人口比例(埃及、奈及利亞、南非、未來6年份)
  • 智慧型手機用戶數及普及率、佔人口比例(埃及、奈及利亞、南非、未來6年份)
  • 每百民居民的交易卡普及率(埃及、肯亞、摩洛哥、奈及利亞、南非)

第4章 南非

  • B2C電子商務的概要與國際比較
  • 智慧型手機的普及率(佔持有行動電話者的百分比)、以及使用智慧型手機上網的網路用戶比例
  • 經由行動通訊進行購物的智慧型手機用戶比例
  • 行動消費者的佔有率、行動網路的積極用戶之相對比例
  • 國外網站的線上支出額比例
  • 跨國交易的障礙、線上消者者比例
  • B2C電子商務銷售額(過去三年)
  • 零售銷售額總額對B2C電子商務的比例
  • 網路普及率、居民數相對比例(過去五年)
  • 網路的家庭普及率(自家與其他)
  • 網路連接方法的種類(%):各連接場所(大都市、市郊、農村、整體)
  • 網路用戶數(實績值、預測值)
  • 線上消費者數
  • 網路購買商品、「衣服、飾品類」、佔網路消費者的比例
  • 網路購物交易的詳情、各種交易方法
  • B2C電子商務所使用的線上交易方式、網路消費者的相對比例
  • B2C電子商務中偏好的線上交易方式明細、線上消費者的相對比例
  • B2C電子商務所使用的信用卡(各品牌)、使用信用卡的網路消費者比例
  • 運送期望時間值詳情、希望貨到付款的網路消費者比例(佔網路消費者的比例)
  • B2C電子商務業者概要
  • 最熱門的電子商務網站、佔積極網路使用者的比例
  • 前十名電子商務網站、唯一訪客基準
  • 購買「衣服、飾品」時所使用的電子商務網站、佔上網購買「衣服、飾品」者的比例

第5章 奈及利亞

  • B2C電子商務的概要與國際比較
  • 行動消費者的佔有率、線上消者者比例
  • 電子商務銷售額
  • B2C電子商務銷售額(過去三年)
  • 網路普及率、居民數相對比例(過去五年)
  • 網路用戶數(實績值、預測值)
  • 在電子商務中購買最多的產品分類、佔網路消費者的比例
  • 行動支付交易的件數、金額
  • 網路交易的件數、金額
  • 受到歡迎的運送選項詳情、佔網路消費者的比例
  • B2C電子商務業者概要
  • 最熱門的電子商務網站、佔網路消費者的比例
  • 影響選擇偏好的網路商店之要素詳情、佔網路消費者的比例

第6章 埃及

  • B2C電子商務的概要(包含銷售額)與國際比較
  • 行動網路用戶的比例、佔整體網路用戶的比例
  • 購買國外購物網站商品的網路消費者比例
  • 比較電內網路商品價格與評價的行動網路用戶比例、佔整體行動電話與智慧型手機用戶的比例
  • 零售銷售額總額對B2C電子商務的比例
  • 網路普及率(個人、過去五年)
  • 網路用戶數與普及率(過去五季)
  • 網路普及率(未來六年)
  • 網路消費者的普及率、網路用戶的相對比例
  • 網路購物的商品分類
  • B2C電子商務業者概要

第7章 摩洛哥

  • B2C電子商務的概要與國際比較
  • 曾以行動電話進行購買/交易活動的行動電話用戶比例、及其購入商品的種類/交易方式詳情
  • 網路購物網站詳情、網路消費者比例:摩洛哥國內/國外網站
  • 使用摩洛哥國內發行的銀行信用卡之B2C電子商務交易件數、金額
  • 網路用戶數與普及率(個人)
  • 網路普及率、各年齡層(個人)
  • 網路家庭普及率、依技術分類
  • 網路消費者的普及率、佔整體網路用戶的比例
  • 每千民居民網路消費者數:只買過一次/買過多次/整體使用者數
  • 網路購物時的障礙、過去12個月間未進行網路購物的網路使用者比例

第8章 肯亞

  • B2C電子商務的概要與國際比較
  • 電子商務銷售額:與非洲主要國家的比較
  • 網路普及率(個人、過去五年)
  • 網路用戶數及普及率
  • 網路申請件數詳情:各技術類別
  • 行動支付統計:交易件數、顧客數、商店數等

第9章 突尼西亞

  • B2C電子商務的概要與國際比較
  • 網路普及率(個人、過去五年)
  • 網路用戶數及普及率(過去五年)
  • 所使用的上網方法種類、網路用戶數的相對比例
  • 使用突尼西亞國內發行的銀行信用卡所進行的B2C電子商務交易件數、金額
  • 電子商務網站的件數與銷售額

第10章 塞內加爾

  • B2C電子商務的概要與國際比較
  • 線上購物者的普及率(個人)
  • 網路普及率(個人、過去五年)
  • 每百人網路申請件數
  • 網路申請者詳情:行動通訊/固定網路通訊

第11章 阿爾及利亞

  • B2C電子商務的概要與國際比較
  • 網路普及率(個人、過去五年)

第12章 盧安達

  • B2C電子商務的概要與國際比較
  • 網路普及率(個人、過去五年)

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目錄
Product Code: 1167

B2C E-Commerce in Africa to reach a double-digit number in EUR billion

Africa is considered a late entrant to the global E-Commerce stage. Low internet penetration, underdeveloped logistics and limited cashless payments infrastructure, as well as low incomes and high poverty rates have hindered the uptake of online shopping in this region. However, recent signs of improvements have led to forecasts of B2C E-Commerce sales growing at high rates to a double-digit number in EUR billions in the next three years.

South Africa and Nigeria are the continent's leaders in online retail development. While South Africa has been in view for years as an important emerging market, Nigeria is a rising star. As the regions' most populous country, it already surpassed South Africa in economy size and topped all other African nations by number of Internet users and mobile phone owners. Local online merchants Jumia and Konga are among the country's most popular websites. Jumia has already expanded beyond Nigeria to other markets in the region, while both companies received substantial investment to fortify their positions on the domestic market, as the launch of PayPal in Nigeria in 2014 is expected to bring more international competition.

Still, South Africa is significantly ahead of all other countries in the continent by such important infrastructure indicators as Internet, smartphone and payment card penetration. An important development in South Africa is the declining share of online spending on foreign websites. Fear of hidden charges and the convenience of buying from local merchants are cited as major reasons for not buying cross-border. Nevertheless, US-based global merchant Amazon ranks among the most visited E-Commerce websites in the country, while the two largest South African online merchants Kalahari.com and Takealot.com decided to merge to join their forces against increasing local and international competition. Overall, South African B2C E-Commerce market potential is still largely untapped, as online accounted for only slightly more than 1% of total retail sales last year.

Looking at other African nations, Morocco and Egypt are Africa's most advanced markets in Internet penetration, which reached more than half of the population in these countries, as of 2014. Online shopper penetration stood at below 10% in these countries, though especially in Morocco, the number of users buying over the Internet has grown significantly. In Egypt, a particular characteristic is significance of the social network Facebook, which not only generates traffic for online merchants such as Souq.com and Jumia, but also is cited by online shoppers as a website for direct placement of orders.

Kenya is Africa's leader in all aspects of mobile: mobile connections account for almost all of Internet subscriptions in the country, while the number of people using mobile payment services has been growing each year to reach a significant double-digit number in 2014. Still, the country's E-Commerce market is smaller than that of some other African countries, through by mobile shopper penetration it topped them all, ranking first in this parameter together with Nigeria.

Questions Answered in This Report

  • What is the current state and the prospects of B2C E-Commerce in Africa?
  • How do countries in Africa compare among themselves and other countries worldwide by various indicators relevant for B2C E-Commerce?
  • How does the infrastructure necessary for evolvement of online retail develop across various countries in this region?
  • What are the major B2C E-Commerce markets in Africa?
  • Who are the key competitors in online shopping in Africa?

Covered Countries/Regions:

Africa, South Africa, Nigeria, Egypt, Morocco, Kenya, Tunisia, Senegal, Algeria, Rwanda.

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Table of Contents

1. Management Summary

2. Global Comparisons

  • Breakdown of B2C E-Commerce Sales, by Regions, incl. Middle East and Africa, in %, 2013 & 2018f
  • Online Shopper Penetration, by Region, in % of Internet Users, incl. Middle East & Africa, 2013 - 2018f
  • Share of Consumers who Prefer to Shop Online, in % of Consumers who Connect to the Internet at Least Once a Week, by Selected Countries, incl. South Africa and Nigeria, July 2014
  • Leading Online Activities, in % of Internet Users who Use the Internet at Least Once a Week, by Selected Countries, incl. South Africa and Nigeria, July 2014
  • Product Categories Purchased Online, in % of Online Shoppers, by Selected Countries, incl. South Africa and Nigeria, July 2014
  • Online Shopping Destinations, in % of Internet Users Who Use the Internet at Least Once, by Selected Countries, incl. South Africa and Nigeria, July 2014
  • Share of Consumers Shopping Online Weekly and Monthly, in %, by Selected Countries and Territories, incl. South Africa, 2013

3. Regional

  • B2C E-Commerce Sales, in USD billion, 2013 & 2018
  • Online Shopper Penetration, in % of Respondents, by Egypt, Kenya, Morocco, Nigeria and South Africa, 2013
  • Share of Respondents who Do Not Shop Online Because of Concerns about Safety of Online Payment Transactions, by Egypt, Kenya, Morocco, Nigeria and South Africa, in %, 2013
  • Share of Respondents Who Shopped or Intend to Shop via Mobile Phones, in %, by Egypt, Kenya, Morocco, Nigeria and South Africa, 2013
  • Number of Internet Users, by Egypt, Nigeria and South Africa, in millions, 2013 - 2018f
  • Internet Penetration, by Selected Countries, in % of Population, 2013
  • Mobile Phone Users, in millions, and Penetration, in % of Population, by Egypt, Nigeria and South Africa, 2013 - 2018f
  • Smartphone Users, in millions, and Penetration, in % of Mobile Phone Users, by Egypt, Nigeria and South Africa, 2013 - 2018f
  • Payment Card Penetration per 100 Inhabitants, by Egypt, Kenya, Morocco, Nigeria and South Africa, 2013

4. South Africa

  • B2C E-Commerce Overview and International Comparisons, January 2015
  • Smartphone Penetration, in % of Mobile Phone Owners, and Share of Internet Users Using Smartphones to Access the Internet, in %, June 2014
  • Share of Smartphone Users Purchasing via Mobile, in %, June 2014
  • Share of Mobile Shoppers on Active Mobile Internet Users, in %, 2012 & 2013
  • Share of Online Spending Made on Foreign Websites, in %, 2012 - 2014
  • Barriers to Buying Cross-Border, in % of Online Shoppers, 2014e
  • B2C E-Commerce Sales, in ZAR billion, 2012 - 2014e
  • Share of B2C E-Commerce on Total Retail Sales, in %, 2014e
  • Internet Penetration, in % of Individuals, 2009 - 2013
  • Internet Penetration on Households, in %, by Access at Home and Other Places, 2012 & 2013
  • Types of Internet Access by Place of Access, in % of Households, by Metropolitan, Urban, Rural and Total, 2013
  • Number of Internet Users, in millions, 2010 - 2018f
  • Number of Internet Users, in millions, 2013 - 2018f
  • Number of Online Shoppers, in millions, 2012 & 2013
  • Products Purchased Online, incl. “Clothes and Accessories”, in % of Online Shoppers, April 2014
  • Breakdown of Online Shopping Transactions, by Payment Methods, in %, 2013
  • Online Payment Methods Used in B2C E-Commerce, in % of Online Shoppers, December 2013
  • Breakdown of Online Payment Methods Preferred in B2C E-Commerce, in % of Online Shoppers, December 2013
  • Credit Cards Used in B2C E-Commerce, by Brands, in % of Online Shoppers who Pay with Credit Cards, December 2013
  • Breakdown of Preferred Delivery Time, in % of Online Shoppers, and Share of Online Shoppers Willing to Use Pick-Up and Pay on Collection Option, in % of Online Shoppers, December 2013
  • B2C E-Commerce Players Overview, January 2015
  • Most Visited E-Commerce Websites, in % of Active Internet Users, 2014e
  • Top 10 E-Commerce Websites, by Unique Visitors, in thousands, April 2014
  • E-Commerce Websites where “Clothing and Accessories” are Purchased from, in % of Online Shoppers buying Clothing and Accessories, April 2014

5. Nigeria

  • B2C E-Commerce Overview and International Comparisons, January 2015
  • Share of Mobile Shoppers on Total Online Shoppers, in %, June 2014
  • E-Commerce Sales, in USD million, 2012 & 2014e
  • B2C E-Commerce Sales, in NGN billion, 2010-2012
  • Internet Penetration, in % of Individuals, 2009 - 2013
  • Number of Internet Users, in millions, 2013 - 2018f
  • Breakdown of Product Categories Most Purchased Online, in % of Online Shoppers, June 2014
  • Number and Value of Mobile Payment Transactions, in thousands and in NGN billion, 2012, 2013, & January-October 2014
  • Number and Value of Internet Payment Transactions, in thousands and in NGN billion, 2012, 2013, & January-October 2014
  • Breakdown of Preferred Delivery Options, in % of Online Shoppers, June 2014
  • B2C E-Commerce Players Overview, January 2015
  • Breakdown of the Most Popular E-Commerce Websites, in % of Online Shoppers, June 2014
  • Breakdown of Factors Influencing the Choice of Favorite Online Stores, in % of Online Shoppers, June 2014

6. Egypt

  • B2C E-Commerce Overview, incl. Sales, and International Comparisons, February 2015
  • Share of Mobile Internet Users on Total Internet Users, in %, Q3 2013 - Q3 2014
  • Share of Online Shoppers Purchasing from Foreign Online Shops, in %, 2013
  • Share of Mobile Internet Users Comparing Prices and Product Reviews Online while Being in Store, by Total Mobile Phone Users and Smartphone Users, September 2014
  • Share of B2C E-Commerce on Total Retail Sales, in %, 2013
  • Internet Penetration, in % of Individuals, 2009 - 2013
  • Number of Internet Users, in millions, and in % Penetration, Q3 2013 - Q3 2014
  • Number of Internet Users, in millions, 2013 - 2018f
  • Online Shopper Penetration on Internet Users, in %, 2014e
  • Product Categories Purchased Online, in %, 2014e
  • B2C E-Commerce Players Overview, February 2015

7. Morocco

  • B2C E-Commerce Overview and International Comparisons, February 2015
  • Share of Mobile Phone Users who Made a Purchase or Payment via Mobile Phone, in %, and Type of Purchase or Payment Made via Mobile Phone, in %, November 2014
  • Breakdown Online Shopping Destination, in % of Online Shoppers, by Moroccan Websites and Foreign Websites, 2013
  • Value and Number of B2C E-Commerce Transactions Made with Bank Cards Issued in Morocco, in MAD million and in millions, 2011 - 2014
  • Number of Internet Users, in millions, and Penetration, in % of Individuals, 2012 & 2013
  • Internet Penetration, by Age Group, in % of Individuals, 2013
  • Internet Penetration on Households, by Technology, in %, 2011, 2012 & 2013
  • Online Shopper Penetration, in % of Internet Users, 2011 - 2013
  • Number of Online Shoppers, in thousands, by Shopped Once, More than Once, and Total, 2011, 2012 & 2013
  • Barriers to Online Purchase, in % of Internet Users Who Have not Purchased Online in the Previous 12 Months, May 2013

8. Kenya

  • B2C E-Commerce Overview and International Comparisons, February 2015
  • E-Commerce Sales, Compared to Selected Countries in Africa, in KES billion, 2013
  • Internet Penetration, in % of Individuals, 2009 - 2013
  • Number of Internet Users, in millions and in % of Total Population, March 2013, June 2013, December 2013, March 2014, June 2014
  • Breakdown of Internet Subscriptions by Technology, in %, September 2014
  • Mobile Payment Statistics, incl. Number of Transactions, in millions, Value of Transactions, in KES billion, Number of Customers, in millions, and Number of Agents, in thousands, 2008 - 2013 & October 2014

9. Tunisia

  • B2C E-Commerce Overview and International Comparisons, February 2015
  • Internet Penetration, in % of Individuals, 2009 - 2013
  • Number of Internet Users, in millions and in % of Total Population, 2009 - 2013
  • Type of Internet Access Used, in % of Internet Users, August 2014
  • Value and Number of B2C E-Commerce Transactions Made with Bank Cards Issued in Morocco, in TND million and in millions, 2011 - 2013 & January - September 2014
  • Number of E-Commerce Websites and E-Commerce Sales, in TND million, 2013

10. Senegal

  • B2C E-Commerce Overview and International Comparisons, February 2015
  • Online Shopper Penetration, in % of Internet Users, 2014e
  • Internet Penetration, in % of Individuals, 2009 - 2013
  • Number of Internet Subscriptions per 100 People, September 2013 - September 2014
  • Breakdown of Internet Subscriptions by Mobile and Fixed, in %, September 2014

11. Algeria

  • B2C E-Commerce Overview and International Comparisons, February 2015
  • Internet Penetration, in % of Individuals, 2009 - 2013

12. Rwanda

  • B2C E-Commerce Overview and International Comparisons, February 2015
  • Internet Penetration, in % of Individuals, 2009 - 2013
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