An e-commerce survey conducted by DHL has revealed that 74% of online shoppers in South Africa buy imports from international retailers, compared with the global average of 55%.
The survey indicated that, on average, 72% of South African participants bought at least one item a month.
Unsurprisingly, most online shopping from South Africa – 75% – is conducted on e-com platforms such as Shein and Temu in China.
The US (Amazon) is second with 49% and the UK third at 34%.
The survey found that 97% of South African consumers noted that delivery options affected where they chose to shop online, and 59% indicated that faster delivery would enhance their online shopping experience.
It was also reported that 71% of shoppers used their smartphones for online purchases, surpassing the global average of 57%, and 52% preferred using credit or debit cards for payment. Nearly all South African online shoppers (99%) shop on marketplaces, with 95% preferring Takealot, 68% opting for Shein, and 26% for Temu.
DHL eCommerce conducted the survey across 24 countries, recording the views of about 12 000 people, to gauge preferences for online retail experiences.
It was revealed that 80% of South African shoppers valued sustainability in online shopping, but only 34% consistently chose to pay extra for sustainable packaging.
DHL identified three key categories of shoppers globally: social media shoppers, sustainable shoppers, and cross-border shoppers. Across these groups, seven out of ten emphasised the importance of loyalty schemes, eight in ten expressed a preference for discounts, and nine in ten prioritised reduced prices when making online purchases.
The survey noted that 71% of cross-border shoppers were under 45, 52% were female, and 40% resided in Europe. Among specific age groups, 61% of Gen Z (ages 12-27), 57% of Millennials (ages 28-43), and 36% of Gen X (ages 44-59) have made an international purchase within the past year.
About 60% of cross-border shoppers buy from China, followed by 38% from the US and 22% from Germany.
The primary frustrations for cross-border shoppers included high delivery costs (52%), long delivery times (48%), and unclear customs information (26%).
Andreas Schoenemann, vice president of Cross-Border at DHL eCommerce, said the cross-border market was substantial, with DHL handling about eight billion cross-border shipments annually, valued at approximately US$500 billion.
Schoenemann advised online retailers looking to expand internationally to consider partnering with a reliable logistics provider, suggesting that investing in cross-border shipping could be more cost-effective in the long term than establishing a decentralised distribution network.
According to the report, 80% of cross-border shoppers regard the delivery provider as significant, with four out of five indicating the importance of knowing the provider's identity, and at least six in ten stating that the choice of delivery provider influenced their purchase decisions.
