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市場調査レポート

南アフリカの消費者の態度とオンライン小売のダイナミクス

Consumer Attitudes and Online Retail Dynamics in South Africa, 2013

発行 Canadean 商品コード 249810
出版日 ページ情報 英文 68 Pages
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南アフリカの消費者の態度とオンライン小売のダイナミクス Consumer Attitudes and Online Retail Dynamics in South Africa, 2013
出版日: 2013年10月05日 ページ情報: 英文 68 Pages
概要

南アフリカのオンライン小売市場は急速に成長しています。小売業全体に対するオンライン小売の比率は、2012年の0.4%から、2017年には0.8%にまで拡大し、またその間の年平均(CAGR)成長率は21.74%と推計されています。市場成長の主な要因として、中間層の所得増加や、技術革新による顧客の誘引・維持、国内各地のブロードバンド・インフラの整備、モバイルインターネットユーザーの増加などが挙げられます。

当レポートでは、南アフリカのオンライン小売市場の最新動向について分析し、オンラインショッピングに対する消費者の考え方・態度や行動パターン、小売市場全体およびオンライン小売チャネル(経路)の業績動向、製品カテゴリー(全25種類)別の市場の変動、代表的企業のベストプラクティスなどの内容を取りまとめ、概略以下の構成でお届けします。

第1章 イントロダクション

  • 当レポートの概要

第2章 市場概況

第3章 消費者の分析:オンラインショッピングに対する態度と行動

  • 南アフリカのオンラインショッピング環境:概要
    • インターネット普及率上昇による、オンライン小売市場の成長促進
    • ブロードバンドサービス導入率上昇による、オンラインショッピング体験の改善
  • 消費者の態度と行動
    • mコマースの拡大
    • オンライン小売業者による無料サービスの提供:消費者の購入意思決定への影響力
    • 貧弱なロジスティクス・インフラ環境:今もなお、オンライン小売業にとっての課題である
    • 回線速度の遅さと、消費者のオンライン決済への不信感:今後のオンライン小売の成長の障害

第4章 オンライン・チャネルのダイナミクス

  • 小売販売全体に対するオンライン・チャネルの比率
    • 南アフリカのオンライン/オフライン・チャネルの予測
    • オンライン普及率:全世界・地域内との比較
  • チャネルのダイナミクス
    • 南アフリカの小売チャネルのダイナミクス:将来の業績
    • チャネル・グループ別市場シェアの変動
    • 個別チャネルの実績
  • 各カテゴリーのダイナミクス
    • オンライン/オフライン小売の売上高の比較:カテゴリー・グループ別
    • オンライン小売市場のダイナミクス:カテゴリー別
    • オンライン小売の売上高シェア:カテゴリー・グループ別
    • オンライン小売の売上高増加率:個別カテゴリー別
    • 食品・食料雑貨カテゴリー:市場規模とその予測
    • 電気・電子製品カテゴリー:市場規模とその予測
    • 音楽・ビデオ・エンタテイメントソフトウェアカテゴリー:市場規模とその予測
    • アパレル・装飾品・鞄・革製品グループカテゴリー:市場規模とその予測
    • 書籍・新聞・文具カテゴリー:市場規模とその予測
    • スポーツ・レジャー用品カテゴリー:市場規模とその予測
    • 家具・床材カテゴリー:市場規模とその予測
    • 家庭・ガーデニング用品カテゴリー:市場規模とその予測

第5章 代表的なオンライン小売業者

  • 小売業者1:Woolworths Holdings Limited
    • 事業概要
    • サイト・エクスペリエンス
  • 小売業者2:Yuppiechef
    • 事業概要
    • サイト・エクスペリエンス
  • その他の革新的な小売業者
    • Kurt Geiger:デジタル・スーツケースによる顧客誘引
    • Getwine.co.za:ラベルのカスタマイズ・ワイン宅配への対応

第6章 付録

図表一覧

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目次
Product Code: RT0102IS

Provides in-depth analysis of the latest trends in online consumer shopping, covering of the factors driving online shopping, consumer insights, market dynamics (covering 25 product categories), and reviews of latest best practice in online retail site design.

Based on the latest data, the report not only provides details of the size and growth of this increasingly important channel, it also provides essential context on the penetration of online sales by product groups, how growth has developed over time, and key factors that will drive this market in the future.

Introduction and Landscape

Why was the report written?

"Consumer Attitudes and Online Retail Development in South Africa, 2013" is the result of Canadean's extensive market research covering the online retail industry in South Africa. It provides the magnitude, growth, share, and dynamics of the online retail market in South Africa. It is an essential tool for companies active across South Africa's online retail value chain and for new companies considering entry into South Africa's online retail market. It provides data for historic and forecast online retail sales, and also includes the business environment and country risk related to South Africa's online retail environment. By examining best practice from leading national large-scale online retailers (but specifically excluding the likes of Amazon, whose sites are well-known and vary little by country), as well as reviewing innovative approaches from smaller retailers, the report provides insights and ideas about how best to approach growing online sales for your business.

What is the current market landscape and what is changing?

Online retailers was the fastest-growing channel in South Africa. In 2012, the channel contributed 0.4% towards total South African retail sales, and is expected to continue growing at a CAGR of 21.74% during the forecast period. In 2017, Canadean forecasts the channel to increase its contribution to 0.8%.

What are the key drivers behind recent market changes?

Multiple factors are driving this growth, including the increase of the internet population, the emerging middle class population, the innovative steps taken by South African retailers to attract and retain customers, as well as an improved broadband infrastructure across the country, and the growing numbers of mobile internet users.

Key Features and Benefits

Understand the consumer behaviour and online trends in South Africa.

Understand which products will be the major winners and losers in the coming years.

Learn from best practice approaches outlined in the case studies of leading online retailers.

Improve market and strategic planning using highly granular, forward-looking market data. Detailed category coverage is provided, covering 25 products, across eight product groups that include: Apparel, Accessories, Luggage and Leather Goods, Book, News and Stationery, Electricals and Electronics, Food and Grocery, Furniture and Floor Coverings, Home and Garden Products, Music, Video and Entertainment Software, and Sports and Leisure Equipment.

Assess the impact of the economic recession and its recovery on market growth.

Key Market Issues

Low broadband speeds and consumer distrust over online payments have been impacting the growth of online retailing in South Africa.

Key Highlights

Usage of the internet via mobile phones is gaining popularity among price conscious middle-class consumers. The increase in mobile internet users will lead to an increase in online retailing through mobiles in South Africa.

Pure-play retailers dominate the South African online retail industry, accounting for more than half of the leading online retailers.

Table of Contents

1. Introduction

  • 1.1. What is this Report About?

2. Market at a glance

3. Consumer Insight: Online Shopping Attitudes and Behaviors

  • 3.1. Overview of South Africa Online Shopping Environment
    • 3.1.1. Increasing Internet Penetration will fuel online retailing
    • 3.1.2. Growing Broadband service adoption will improve online shopping experience
  • 3.2. Consumer Attitudes and Behaviours
    • 3.2.1. M-Commerce is gaining ground in South Africa
    • 3.2.2. Online retailers are offering freebies to influence consumer buying decisions
    • 3.2.3. Weak Logistical Infrastructure remains a challenge for online retailing in South Africa
    • 3.2.4. Slow internet speeds and consumer distrust towards online payments act as a roadblock to growth in online retailing

4. Online Channel Dynamics

  • 4.1. The Online Channel's Share of Total Retail Sales
    • 4.1.1. South Africa online vs. offline channel forecasts
    • 4.1.2. Online penetration: global and regional comparisons
  • 4.2. Channel Dynamics
    • 4.2.1. South Africa retail channel dynamics - future performance
    • 4.2.2. Channel group share development
    • 4.2.3. Individual channel performance
  • 4.3. Category Dynamics
    • 4.3.1. Online vs. offline retail sales comparison by category group, 2012
    • 4.3.2. Online retail market dynamics by category
    • 4.3.3. Online retail sales share by category group
    • 4.3.4. Online retail sales growth by individual category
    • 4.3.5. Food and grocery categories: market size and forecasts
    • 4.3.6. Electrical and electronics categories: market size and forecasts
    • 4.3.7. Music, video, and entertainment software categories: market size and forecasts
    • 4.3.8. Apparel, accessories, luggage and leather goods categories: size and forecasts
    • 4.3.9. Books, news and stationery categories: market size and forecasts
    • 4.3.10. Sports and leisure equipment categories: market size and forecasts
    • 4.3.11. Furniture and floor coverings categories: market size and forecasts
    • 4.3.12. Home and garden categories: market size and forecasts

5. Case Studies: Leading Online Retailers in South Africa

  • 5.1. Retailer 1: Woolworths Holdings Limited
    • 5.1.1. Business description
    • 5.1.2. Site experience
  • 5.2. Retailer 2: Yuppiechef
    • 5.2.1. Business description
    • 5.2.2. Site experience
  • 5.3. Other Innovative Retailers in South Africa
    • 5.3.1. Kurt Geiger lure customers with its Digital Suitcase
    • 5.3.2. Getwine.co.za enables customers to personalize labels and delivers wine at their doorsteps.

6. Appendix

  • 6.1. Definitions
  • 6.2. Summary Methodology
    • 6.2.1. Overview
    • 6.2.2. The triangulated market sizing method
    • 6.2.3. Industry surveys in the creation of retail market data
    • 6.2.4. Quality control and standardized processes
  • 6.3. About Canadean
  • 6.4. Disclaimer

List of Tables

  • Table 1: Online Retail Sales in South Africa
  • Table 2: South Africa Online vs. Offline Retail Sales and Forecast (ZAR bn), 2007-2017
  • Table 3: South Africa Online vs. Offline Retail Sales and Forecast (USD bn),2007-2017
  • Table 4: South Africa Online vs. Offline Retail Sales and Forecast (% Share), 2007-2017
  • Table 5: South Africa Online Sales vs. Global Average
  • Table 6: South Africa Online Sales vs. Middle East and Africa
  • Table 7: South Africa Overall Retail Segmentation (ZAR bn) by Channel Group, 2007-2017
  • Table 8: South Africa Channel Retail Sales and Forecast (ZAR bn) by Channel Group, 2007-2017
  • Table 9: South Africa Channel Retail Sales and Forecast (USD bn) by Channel Group, 2007-2017
  • Table 10: South Africa Channel Retail Sales and Forecast (% Share) by Channel Group, 2007-2017
  • Table 11: South Africa Channel Retail Sales and Forecast (ZAR bn) by Channel, 2007-2017
  • Table 12: South Africa Channel Retail Sales and Forecast (USD bn) by Channel, 2007-2017
  • Table 13: South Africa Retail Sales Split (ZAR bn), Online vs. Offline, 2012
  • Table 14: South Africa Retail Sales Split (USD mn), Online vs. Offline, 2012
  • Table 15: South Africa Online Retailers Market Dynamics by Category Group, 2007-2017
  • Table 16: South Africa Online Retail Sales and Forecast (ZAR bn) by Category Group, 2007-2017
  • Table 17: South Africa Online Retail Sales and Forecast (USD mn) by Category Group, 2007-2017
  • Table 18: South Africa Total and Online Retail Sales in Food and Grocery Categories (ZAR bn), 2007-2017
  • Table 19: South Africa Total and Online Retail Sales in Food and Grocery Categories (USD mn), 2007-2017
  • Table 20: South Africa Total and Online Retail Sales in Electrical and Electronics Categories (ZAR bn), 2007-2017
  • Table 21: South Africa Total and Online Retail Sales in Electrical and Electronics Categories (USD mn), 2007-2017
  • Table 22: South Africa Total and Online Retail Sales in Music, Video and Entertainment Categories (ZAR bn), 2007-2017
  • Table 23: South Africa Total and Online Retail Sales in Music, Video and Entertainment Categories (USD mn), 2007-2017
  • Table 24: South Africa Total and Online Retail Sales in Apparel, Accessories, Luggage and Leather Categories (ZAR bn), 2007-2017
  • Table 25: South Africa Total and Online Retail Sales in Apparel, Accessories, Luggage and Leather Categories (USD mn), 2007-2017
  • Table 26: South Africa Total and Online Retail Sales in Books, News and Stationery Categories (ZAR bn), 2007-2017
  • Table 27: South Africa Total and Online Retail Sales in Books, News and Stationery Categories (USD mn), 2007-2017
  • Table 28: South Africa Total and Online Retail Sales in Sports and Leisure Equipment Categories (ZAR bn), 2007-2017
  • Table 29: South Africa Total and Online Retail Sales in Sports and Leisure Equipment Categories (USD mn), 2007-2017
  • Table 30: South Africa Total and Online Retail Sales in Furniture and Floor Coverings Categories (ZAR bn), 2007-2017
  • Table 31: South Africa Total and Online Retail Sales in Furniture and Floor Coverings Categories (USD mn), 2007-2017
  • Table 32: South Africa Total and Online Retail Sales in Home and Garden Products Categories (ZAR bn), 2007-2017
  • Table 33: South Africa Total and Online Retail Sales in Home and Garden Products Categories (USD mn), 2007-2017
  • Table 34: South Africa, Exchange Rate ZAR-USD (Annual Average), 2007-2012
  • Table 35: South Africa, Exchange Rate ZAR-USD (Annual Average), 2013-2017 Forecasts
  • Table 36: Canadean Retail Channel Definitions
  • Table 37: Canadean Retail Category Definitions
  • Table 38: Canadean Retail Country Coverage

List of Figures

  • Figure 1: Online Retail Sales in South Africa
  • Figure 2: Total Internet Users and Penetration, 2007-2012
  • Figure 3: Total Fixed Broadband Internet Users and Penetration 2007-2012
  • Figure 4: South African Mobile Commerce market insights
  • Figure 5: Improvement in Logistical Infrastructure: a Good Sign for Online Retail Industry
  • Figure 6: South Africa Online and Offline Retail Sales and Forecast (USD bn), 2007-2017
  • Figure 7: South Africa Online Sales vs. Global Average (% of Total Retail)
  • Figure 8: South Africa Online Sales vs. Middle East and Africa Countries Average (% of Total Retail)
  • Figure 9: South Africa Overall Retail Market Dynamics by Channel Group, 2007-2017
  • Figure 10: South Africa Retail Sales and Forecast (ZAR bn) by Channel Group, 2007-2017
  • Figure 11: South Africa Retail Sales, Online vs. Offline, 2012
  • Figure 12: South Africa Online Retailers Market Dynamics by Category Group, 2007-2017
  • Figure 13: South Africa Online Retail Sales and Forecast (USD mn) by Category Group, 2007-2017
  • Figure 14: Woolworths - Homepage
  • Figure 15: Woolworths - Product View
  • Figure 16: Yuppiechef - Homepage
  • Figure 17: Yuppiechef - Product List Overview
  • Figure 18: Yuppiechef - Search Feature
  • Figure 19: Yuppiechef - Product Zoom and Product Description
  • Figure 20: Yuppiechef - Product Video Feature
  • Figure 21: Kurt Geiger "ADD TO VIP SUITCASE" Page View
  • Figure 22: Getwine.co.za - Personalized Label Page View
  • Figure 23: The Triangulated Market Sizing Methodology
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