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市場調查報告書

撒哈拉以南非B2C電子商務市場 (2015年)

Sub-Saharan Africa B2C E-Commerce Market 2015

出版商 yStats.com GmbH & Co. KG 商品編碼 324756
出版日期 內容資訊 英文 87 Pages/Charts
商品交期: 最快1-2個工作天內
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撒哈拉以南非B2C電子商務市場 (2015年) Sub-Saharan Africa B2C E-Commerce Market 2015
出版日期: 2015年02月19日 內容資訊: 英文 87 Pages/Charts
簡介

撒哈拉以南非之中南非與奈及利亞是發展線上零售的領導者。南非數年來以新興市場興起、奈及利亞也迅速成長中。行動由肯亞主導在2014年達到二位數成長。

本報告針對撒哈拉以南非B2C電子商務市場進行調查分析、提供現況與預測、比較分析、基本設施必要性、主要市場、競爭情況等整體資料。

第1章 重點摘要

第2章 全球比較

  • B2C電子商務詳細販售比:地區分類、含中東、非洲
  • 線上購買顧客普及率:地區分類、網路使用者比例、含中東、非洲
  • 線上購物消費者佔有率 (至少每週一次的網路消費者) :主要國家分類、含南非、奈及利亞
  • 主要線上活動 (至少每週一次的網路消費者) :主要國家分類、南非、奈及利亞
  • 線上購買顧客購買的產品分類:主要國家分類、含南非、奈及利亞
  • 線上購物地點 (至少每週一次的網路消費者) :主要國家分類、含南非、奈及利亞
  • 每週、每月線上購物消費者佔有率:主要國家、地區分類、含南非、奈及利亞

第3章 地區

  • B2C電子商務販售額
  • 線上購買客普及率:回答者比例、埃及、肯亞、摩洛哥、奈及利亞、南非
  • 不進行線上購物的受訪者佔有率 (對線上購物安全性有所顧慮) :埃及、肯亞、摩洛哥、奈及利亞、南非
  • 曾使用行動電話進行線上購物/計畫購物的受訪者佔有率:埃及、肯亞、摩洛哥、奈及利亞、南非
  • 網路使用者數量:埃及、奈及利亞、南非
  • 網路普及率:主要國家分類、人口比
  • 行動電話使用者人數與普及率:埃及、奈及利亞、南非、人口比
  • 智慧手機使用者人數與普及率:埃及、奈及利亞、南非、行動電話使用者人數比
  • 支付卡普及率 (100人基準) :埃及、肯亞、摩洛哥、奈及利亞、南非

第4章 南非

第5章 奈及利亞

第6章 肯亞

第7章 塞內加爾

第8章 盧安達

目錄
Product Code: 1168

Infrastructure for Online Retail Improves in Sub-Saharan Africa

South Africa and Nigeria are the regional leaders in online retail development. While South Africa has been in view for years as an important emerging market, Nigeria is the rising star. Being the region's most populous country, it has already topped South Africa in size of economy and exceeds all other countries by number of Internet users and mobile phone owners. 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, but both countries received substantial investment to fortify their positions in 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 by such important infrastructure indicators, such as Internet, smartphone and payment card penetration. An important development in South Africa is the declining share of online spending occurring on foreign websites. Fear of hidden charges and convenience of buying from local merchants are cited as major reasons for not buying cross-border. Nevertheless, the 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 forces against increased 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.

Notably, Kenya is the region's leader in all aspects of mobile: mobile connections account for 99% of all Internet subscriptions in the country, while the number of people using mobile payment services has been growing each year, leading to a significant double-digit number in 2014. Still, the country's E-Commerce market is smaller than that of some other African countries, though by mobile shopper penetration it ranked first together with Nigeria.

Mobile technology is also helping infrasructure for online shopping to develop in Rwanda, where 4G Internet was rolled out in 2014, and in Senegal, where close to 100% of Internet subscriptions are mobile. Senegal has also seen the entrance of new E-Commerce players in 2014, including the French online merchant Cdiscount and regional E-Commerce marketplace operator Kaymu.

Questions Answered in This Report

  • What is the current state and the prospects of B2C E-Commerce in Sub-Saharan Africa?
  • How do Sub-Saharan countries compare to other countries in Africa and 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 Sub-Saharan Africa?
  • Who are the key competitors in online shopping in Sub-Saharan Africa?

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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. 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

7. 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

8. Rwanda

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