A recent survey found that 64% of South African shoppers are now shopping online and cross-border online sales are a rapidly growing market segment – providing a growth opportunity for retailers and their logistics providers. Derek Engelbrecht, retail and consumer products sector leader at Ernest & Young (EY), said the group’s second international survey of the ‘new consumer’ in July this year had provided interesting new insights. “Our previous report two years ago painted a picture of consumers who wanted products and services to be designed, sold, delivered, serviced and purchased in a way that suited them. Today they are even more knowledgeable and selfconfident, doing more research before buying than ever before.” Mike Cotterell, head of online shopping at Pick ‘n Pay, told FTW that there had been a gradual evolution, rather than a sudden change in South African consumers’ online shopping behaviour. He noted that food was one of the strongest growth categories internationally and that the retailer was seeing similar results locally. Cotterell said that dry groceries had always been popular as part of Pick ‘n Pay’s online offering but it was now seeing an increasing number of customers buying fresh foods, beverages and general merchandise. “As a result, one of the most critical logistical challenges is maintaining a sophisticated infrastructure to ensure that products arrive fresh and customers receive everything they have ordered – on time.” INSERT & CAPTION Today's consumer is even more knowledgeable, doing more research before buying than ever before. – Derek Engelbrecht
