Top 10 facts – online shopping

KLA infographic Online shoppers Dev 4 final 01 scaled

Online shopping has become increasingly popular in South Africa, with a growing number of consumers opting to shop online rather than in physical stores. This shift in consumer behaviour has been driven by factors such as convenience, a wide range of product choices, and the ability to compare prices easily. 

The digital landscape has transformed how people browse, select, and purchase products, leading to a surge in e-commerce platforms and online marketplaces. These platforms offer a variety of products, from electronics to fashion, catering to the diverse interests of South African consumers. By examining the data captured in the infographic, we can gain a better understanding of the shopping habits and preferences that shape the e-commerce ecosystem in South Africa. Let’s take a closer look at some interesting findings about online shoppers in South Africa, as summarised in the infographic above.

1. Geographic Distribution

26% of online shoppers are residing in Kwa Zulu Natal, which is significantly higher than the South African national population.

2. Avoidance of Chain Stores

When it comes to online shopping, 64% of South African online shoppers tend to avoid purchasing from chain stores. This suggests a preference for more unique or specialised retailers. 

This trend reflects a growing desire among consumers to explore and support local businesses, seeking distinctive and personalised offerings that align with their individual tastes and preferences.

3. Ethics and Values

 Ethics and values play a significant role in online shopping. It’s interesting to note that a majority of online shoppers make their purchases from companies that share similar beliefs and values as their own (61%). 

This means that people prefer to support businesses that stand for the same things they do, showing how important it is for them to feel a connection with the companies they choose to shop from. This trend reflects a growing awareness among shoppers about the impact their choices can have on the world around them.

4. Willingness to Pay for Luxury Brands

A significant 63% of online shoppers in South Africa are willing to pay more for luxury brands when shopping online, compared to physical stores. This highlights the growing preference for luxury goods in the online shopping space.

5. Brand Loyalty

 51%, stick to the brands they like when making online purchases. This shows that brand loyalty plays a significant role in the decision-making process.  The trust in familiar brands not only simplifies the shopping experience for many but also underscores the lasting connections that customers develop with companies they value.

6. Fashion Sense

 Majority of online shoppers, 75%, consider themselves to be more fashionable than most people. This suggests that online shopping enables individuals to showcase their personal style.

7. Influence of Children on Purchase Decisions

Online shoppers in South Africa often take into consideration the preferences of their children when making purchasing decisions. In fact, a significant 67% of online shoppers let their children influence what they buy. This dynamic highlights the family-oriented nature of online shopping, where parents seek to ensure the happiness and satisfaction of their little ones. 

8. Click and Collect

Almost half of online shoppers, 49%, opt to order something online and then collect it from a physical store or other designated location. This “click and collect” trend provides convenience and flexibility for shoppers.

9. Expectation for Entertainment

A significant 84% of online shoppers expect advertisements to entertain them. This highlights the need for engaging and captivating online advertisements in order to capture the attention of South African online shoppers.

10. Top 5 Retailers

The past three months have seen online shoppers showing a clear preference for the top five retailers: Mr Price, Truworths, Woolworths, Edgars, and Markham. These brands have stood out as favourites among online buyers, showcasing their appeal through their online shopping experiences and wide range of product offerings.

These top 10 facts offer a treasure trove of valuable insights, granting us a deeper glimpse into the behaviours and preferences of online shoppers in South Africa. 

By understanding these trends, online retailers are well-equipped to fine-tune their strategies, ensuring they align seamlessly with the desires and anticipations of this rapidly expanding group of consumers. 

This research serves as a compass, guiding businesses toward more effective ways to serve and engage with their online clientele, ultimately fostering a more satisfying and rewarding shopping experience for all.


Profiles:  Segmentation and media planning YouGov tool. Data is collected daily. YouGov Profiles makes it simple to find and understand the audience that matters most to you. It gives you the power to build and customize a portrait of your consumers’ entire world with unrivalled granularity. More than 12 500 variables are available in South Africa.

Dataset:  2022-05-15

Population:  South African adults with access to the internet that answered ‘’all online’’ to the following question : ‘’For the following types of goods and services, please indicate whether you tend to make most of your purchase online (i.e. via the internet) or offline (i.e. in store, over the phone etc.) – Clothes and shoes’’

N ~ 275