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2
OVERVIEW
1. Preface 03 – 03
2. Legal Notice 04 – 04
3. Methodology 05 – 06
4. Definitions 07 – 07
5. Report Content 08 – 35
6. Market Report Purchase Options 36 – 38
© Copyright 2015 ystats.com GmbH & Co. KG, 22765 Hamburg, Germany 3
4
5
GENERAL METHODOLOGY OF MARKET REPORTS
Secondary Market Research
The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are
solely based on information and data acquired from national and international statistical offices, industry and trade associations, business reports, business and
company databases, journals, company registries, news portals and many other reliable sources. By using various sources we ensure maximum objectivity for
all obtained data. As a result, companies gain a precise and unbiased impression of the market situation.
Cross referencing of data is conducted in order to ensure validity and reliability.
The source of information and its release date are provided on every chart. It is possible that the information contained in one chart is derived from several
sources. If this is the case, all sources are mentioned on the chart.
The reports include mainly data from the last 12 months prior to the date of report publication. Exact publication dates are mentioned in every chart.
Definitions
The reports take into account a broad definition of B2C E-Commerce, which might include mobile commerce. As definitions may vary among sources, exact
definition used by the source (if available) is included at the bottom of the chart.
Chart Types
Our reports include text charts, pie charts, bar charts, rankings, line graphs and tables. Every chart contains an Action Title, which summarizes the main
idea/finding of the chart and a Subtitle, which provides necessary information about the country, the topic, units or measures of currency, and the applicable time
period(s) to which the data refers. With respect to rankings, it is possible that the summation of all categories amounts to more than 100%. In this case, multiple
answers were possible, which is noted at the bottom of the chart.
Report Structure
Reports are comprised of the following elements, in the following order: Cover page, preface, legal notice, methodology, definitions, table of contents,
management summary (summarizing main information contained in each section of report) and report content (divided into sections and chapters). When
available, we also include forecasts in our report content. These forecasts are not our own; they are published by reliable sources. Within Global and Regional
reports, we include all major developed and emerging markets, ranked in order of importance by using evaluative criteria such as sales figures.
Notes and Currency Values
If available, additional information about the data collection, for example the time of survey and number of people surveyed, is provided in the form of a note. In
some cases, the note (also) contains additional information needed to fully understand the contents of the respective data.
When providing information about amounts of money, local currencies are most often used. When referencing currency values in the Action Title, the EUR
values are also provided in brackets. The conversions are always made using the average currency exchange rate for the respective time period. Should the
currency figure be in the future, the average exchange rate of the past 12 months is used.
6
METHODOLOGY OF FREE REPORT
General Approach
This Free Report is part of yStats.com’s continuous effort to be transparent towards its esteemed clients.
In this Free Report, we have included several charts taken from our actual publications, currently counting over 500 market reports.
By browsing through the Free Report, you will gain a more clear understanding of yStats.com’s market report structure, geographical and topical coverage, and
output format.
You will also see our secondary market research methodology in action, with information included from various local and international sources verified for
reputability. For our reports, we gather information from over 1,000 credible sources, including national and international statistical offices, industry and trade
associations, business reports, business and company databases, journals, company registries, news portals and many others.
Report Structure and Coverage
This report contains charts on various B2C E-Commerce and Online Payment topics, covering selected countries from all global regions.
Each region is covered in a separate chapter of the report, ranked in order of descending B2C E-Commerce sales. Global developments are presented first.
The countries included in this report include several advanced and emerging markets and reflect only a tiny part of our actual coverage, which currently includes
over 70 countries.
The topics covered in the charts of this report represent a selection of our topical coverage. They include B2C E-Commerce market trends such as mobile,
omnichannel and cross-border shopping, B2C E-Commerce’s share of retail sales, information about Internet users and online shoppers, product categories
purchased online, payment methods used in online shopping and information about B2C E-Commerce delivery and major market players.
The types of charts presented reflect the variety of charts in other actual reports and include rankings, pie charts, diagrams, penetration charts, and text charts.
7
DEFINITIONS
B2C E-COMMERCE the sale of products (and services) through electronic transactions via the Internet from businesses to
consumers.
B2C E-COMMERCE SALES the total sales generated either on the B2C E-Commerce market in a certain country or region, or the total sales
generated through B2C E-Commerce by a player on the market.
M-COMMERCE M-Commerce, also called “Mobile Commerce”, means the sale of products (and services) through electronic
transactions via mobile devices, such as mobile phones, tablets and smartphones.
CROSS-BORDER B2C E-COMMERCE
the sale of goods (and services) directly to consumers in other countries, with orders made online through
foreign (out-of-country) online shops and delivered from the country where the foreign shop is based or from a
central logistics facility, i.e. across the country’s borders. Both B2C and C2C transactions might be included in
the definition of retail cross-border E-Commerce.
OMNICHANNEL an approach to retail that strives to provide the customer with the seamless shopping experience across all retail
channels, such as in-store, online and mobile.
INTERNET USERS the total number of inhabitants in a certain country that regularly accesses the Internet.
ONLINE SHOPPERS the total number of inhabitants in a certain country or region that participates in B2C E-Commerce.
ONLINE PAYMENT transfer of money made over the Internet following a consumer’s payment command, includes payments for
product and service purchase in E-Commerce and M-Commerce.
MOBILE PAYMENT A wide definition of mobile payments includes remote payments made in M-Commerce and proximity payments
made in-store, such as via QR code scanning and NFC technology.
ALTERNATIVE PAYMENTS
Generally refers to payment methods other than credit card or bank card payments. Widely defined, alternative
online payment methods include bank transfers and direct debit, digital wallets, pre-paid cards and private label
cards, invoice, and digital currency. May also include cash on delivery and card schemes by local companies
other than global card brands.
The following expressions and definitions are used in this market report*:
Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective
charts
8
TABLE OF CONTENTS (1 OF 2)
1. Management Summary
2. Global
• Top Factors Driving Online Purchase and In-Store Purchase, in % of Consumers, November 2015
• Share of Online Shoppers Buying Products via Mobile, in %, 2014 & 2015
• Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2015
3. Asia-Pacific
3.1. China
• Number of Online Shoppers, in Millions, and in % of Internet Users, 2010 – 2014 & June 2015
3.2. Japan
• Breakdown of B2C E-Commerce Sales by Product Categories, incl. “Clothes and Related Goods”, in %, 2015
3.3. South Korea
• Daily Average Value of Mobile Card Payments, in KRW billion, 2014 & 2015
4. Europe
4.1. UK
• Usage of Click-and-Collect Services, in % of Online Shoppers, 2012 & 2015
4.2. France
• Top 15 E-Commerce Websites, by Average Monthly Unique Visitors, in thousands, Q3 2015
4.3. Italy
• Online Shopper Penetration, in % of Internet Users, 2011-2015
9
TABLE OF CONTENTS (2 OF 2)
5. North America
5.1. USA
• Perception of Security of Mobile Payments, in % of Mobile Phone Users, 2013 – 2015
5.2. Canada
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, March 2016
6. Latin America
6.1. Brazil
• M-Commerce Share of Total E-Commerce Transactions, in %, 2015 & 2016f
6.2. Mexico
• Share of E-Commerce of Total Payments with Credit and Debit Cards, in %, 2015
7. Middle East
7.1. UAE
• B2C E-Commerce Players Overview, April 2016
7.2. Saudi Arabia
• Number of Internet Users, in millions, and Penetration, in % of the Population, 2010 – 2015
8. Africa
8.1. Regional
• Breakdown of Mobile Phone Ownership in South Africa, by Smartphone, Other Mobile Phone and No Mobile Phone, in % of Adults,
Compared to Burkina Faso, Ethiopia, Ghana, Kenya, Nigeria, Senegal, Tanzania, Uganda, May 2015
8.2. Morocco
• Breakdown of Main Criteria Considered When Shopping Online, in % of Online Shoppers, February 2016
10
1. Management Summary 10 – 11
2. Global 12 – 15
3. Asia-Pacific
China
Japan
South Korea
16 – 19
4. Europe
UK
France
Italy
20 – 23
5. North America
USA
Canada
24 – 26
6.
Latin America
Brazil
Mexico
27 – 29
7.
Middle East
UAE
Saudi Arabia
30 – 32
8. Africa
Regional
Morocco
33 – 35
11
Management Summary Global Developments
The ability to save money through better pricing and deals (55%) was the top factor driving online shopping worldwide, according to a survey from
November 2015.
M-Commerce is one of the major online retail trends. The share of global online shoppers buying products via mobile reached 46% in 2015.
“Credit card” (53%) was the payment method most used by online shoppers worldwide in October 2015. “Digital payment systems”, such as PayPal
or Alipay, ranked second, used by 43% of global online shoppers, followed by “Debit card” (39%), “Direct debit from bank account” (38%) and “Cash
on delivery” (36%).
Asia-Pacific
The number of online shoppers in China, the world’s largest online retail market, reached 374 million in June 2015.
Clothing is the top product category in B2C E-commerce. In Japan, it accounted for 19% of online sales in 2015, ahead of “Home appliances” (18%).
Mobile payment is on the rise in South Korea: the daily average value of mobile card payments increased by +84% to EUR 23 million in 2015.
Europe
The omnichannel retail trend is gaining traction in the UK: the share of online shoppers who ordered online and collected their order from store
increased from 51% in 2012 to 68% in 2015.
“Amazon” (16 mil.), “Cdiscount” (10 mil.) and “Fnac” (8 mil.) were the three most visited E-Commerce websites in France in Q3 2015.
Online shopper penetration in Italy improved from 27% of Internet users in 2011 to 39% in 2015.
North America
Only 6% of mobile phone users in the USA perceived mobile payments to be “Very safe” in 2015, a slight improvement from 4% in 2013.
In Canada, the cross-border trend is strong: 53% of online shoppers in this country purchased from foreign online merchants, as of March 2016.
Latin America
M-Commerce’s share of total E-Commerce transactions in Brazil was estimated at 30% in 2016, up from 20% in 2015.
Card payment transactions on E-Commerce websites accounted for 1.68% of all credit and debit card payments in Mexico in 2015.
Middle East and Africa
In the UAE, B2C E-Commerce market is dominated by a number of large players, with the top 5 accounting for a 72% share in 2015.
The number of Internet users in Saudi Arabia reached 21.6 million in 2015, with Internet penetration rising to 68.5%.
Africa
South Africa (37%) had the highest smartphone penetration rate among adults in Africa in May 2015, followed by Nigeria (28%).
In Morocco, “Price” (24%), “Payment Security” (16%), “Choice” (13%) and “Delivery” (12%) were the top factors that mattered to online shoppers, as
of February 2016.
12
1. Management Summary 10 – 11
2. Global 12 – 15
3. Asia-Pacific
China
Japan
South Korea
16 – 19
4. Europe
UK
France
Italy
20 – 23
5. North America
USA
Canada
24 – 26
6.
Latin America
Brazil
Mexico
27 – 29
7.
Middle East
UAE
Saudi Arabia
30 – 32
8. Africa
Regional
Morocco
33 – 35
13
22%
22%
28%
29%
33%
51%
0% 25% 50% 75% 100%
Save money (better pricing, deals)
Get better information
I'm routinely shopping there already
Returns are more hassle-free
Shopping is easier
Lets me see and feel before I buy
Factors Driving In-Store Purchase Factors Driving Online Purchase
21%
21%
25%
26%
28%
55%
0% 25% 50% 75% 100%
I'm routinely shoppingthere already
Get better information
Shopping is faster
Better selection
Shopping is easier
Save money (betterpricing, deals)
in % of Consumers in % of Consumers
The ability to save money through better pricing and deals (55%) was
the top factor driving online shopping worldwide, as of November 2015. Global: Top Factors Driving Online Purchase and In-Store Purchase, in % of Consumers, November 2015
Note: does not add up to 100% due to multiple answers possible
Survey: based on a survey of 23,000 consumers aged 18+ in 23 countries in Asia-Pacific, Latin America, Europe, North America and the Middle East, conducted in November
2015
Source: GfK, April 2016
14
Online Shoppers Buying Products via
Mobile 40%
Others 60%
2015 2014
Global mobile shopper penetration reached 46% in 2015, up from
40% in 2014. Global: Share of Online Shoppers Buying Products via Mobile, in %, 2014 & 2015
Note: purchase at least a few times a year
Survey: based on a survey of 22,618 online shoppers in 2015 and 19,068 in 2014
Source: PwC, February 2016
Online Shoppers Buying Products via
Mobile 46%
Others 54%
15
19%
36%
38%
39%
43%
53%
0% 20% 40% 60% 80% 100%
Store-Specific Gift Card
Cash on Delivery
Direct Debit from Bank Account
Debit Card
Digital Payment Systems (e.g. Paypal, Alipay)
Credit Card
in % of Online Shoppers
“Credit Card” (53%) was the leading non-cash payment method used
by online shoppers worldwide in October 2015. Global: Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2015
Note: refers to purchases made online during the previous six months; does not add up to 100% due to multiple answers possible
Survey: based on a survey of 13,000 consumers in 26 countries in all global regions
Source: Nielsen, January 2016
16
1. Management Summary 10 – 11
2. Global 12 – 15
3. Asia-Pacific
China
Japan
South Korea
16 – 19
4. Europe
UK
France
Italy
20 – 23
5. North America
USA
Canada
24 – 26
6.
Latin America
Brazil
Mexico
27 – 29
7.
Middle East
UAE
Saudi Arabia
30 – 32
8. Africa
Regional
Morocco
33 – 35
In June 2015, the number of online shoppers in China reached
374 million, accounting for 56% of Internet users. China: Number of Online Shoppers, in Millions, and in % of Internet Users, 2010 – 2014 & June 2015
17
Note: includes mainland China only, excludes Hong Kong, Macao and Taiwan
Survey: Chinese residents who have used Internet in the previous 6 months; ages 6+
Source: China Internet Network Information Center (CNNIC), January 2012, January 2014, January 2015, July 2015
161 194
242
302
361
374
35.1%
37.8%
42.9% 48.9%
55.7% 56.0%
0%
20%
40%
60%
80%
100%
0
100
200
300
400
500
2010 2011 2012 2013 2014 June 2015
Online Shoppers in % of Internet Users
in %
of In
tern
et U
sers
in m
illio
ns
18
“Clothes and Related Goods” accounted for 19% of total
B2C E-Commerce sales in Japan both in 2014 and in 2015. Japan: Breakdown of B2C E-Commerce Sales by Product Categories, incl. “Clothes and Related Goods”,
in %, 2015
Definition: includes clothing (inner wear, outwear), accessories (shoes, bags, jewelry, others), children’s clothing
Source: METI, June 2016
Clothes and Related Goods 19%
Home Appliances, AV Equipment, PC, etc.
18%
Food, Beverages, Alcohol, etc.
18%
Furniture and Home Interior 17%
Books, Video and Music 13%
Cosmetics, Pharmaceuticals
7%
Motor Vehicles, Parts, etc. 3%
Office Supplies and Stationery
2% Others
3%
19
16
30
0
10
20
30
40
2014 2015
in R
KW
bill
ion
The daily average value of payments with mobile cards in South Korea
increased by +83.7% between 2014 and 2015. South Korea: Daily Average Value of Mobile Card Payments, in KRW billion, 2014 & 2015
Note: the growth rate was reported by the source
Definition: payment card information is stored on mobile device or network, and mobile device is used to make payments
Source: Bank of Korea, November 2016
+83.7%
20
1. Management Summary 10 – 11
2. Global 12 – 15
3. Asia-Pacific
China
Japan
South Korea
16 – 19
4. Europe
UK
France
Italy
20 – 23
5. North America
USA
Canada
24 – 26
6.
Latin America
Brazil
Mexico
27 – 29
7.
Middle East
UAE
Saudi Arabia
30 – 32
8. Africa
Regional
Morocco
33 – 35
21
Used Click-and-Collect 51%
Others 49%
2015 2012
68% of online shoppers in the UK used click-and-collect services in
2015, up from 51% in 2012. UK: Usage of Click-and-Collect Services, in % of Online Shoppers, 2012 & 2015
Survey: based on a survey of 10,000 online shoppers in March 2015 and regular monthly surveys of 2,000 online shoppers
Source: Verdict Retail, September 2015
Used Click-and-Collect 68%
Others 32%
3879
3912
4534
4639
4681
5042
5197
5351
5910
6148
6732
7574
8001
10251
16349
0 3000 6000 9000 12000 15000 18000
Decathlon
Castorama
E.Leclerc
Darty
Vente-Privee
La Redoute
Booking.com
Leroy Merlin
PriceMinister
Carrefour
Voyages-Sncf.com
eBay
Fnac
Cdiscount
Amazon
in thousands
“Amazon” (16 mil.), “Cdiscount” (10 mil.) and “Fnac” (8 mil.) were
the three most visited E-Commerce websites in France in Q3 2015. France: Top 15 E-Commerce Websites, by Average Monthly Unique Visitors, in thousands, Q3 2015
Source: Mediametrie, Fevad, January 2016
22
in %
of In
tern
et U
sers
27% 29% 32% 35%
39%
0%
20%
40%
60%
80%
100%
2011 2012 2013 2014 2015
Online shopper penetration in Italy reached 39% of Internet users
in 2015, showing an increase of +4 percentage points since 2014. Italy: Online Shopper Penetration, in % of Internet Users, 2011-2015
Definition: purchased goods and services online in the previous 12 months
Source: Eurostat, December 2015
23
24
1. Management Summary 10 – 11
2. Global 12 – 15
3. Asia-Pacific
China
Japan
South Korea
16 – 19
4. Europe
UK
France
Italy
20 – 23
5. North America
USA
Canada
24 – 26
6.
Latin America
Brazil
Mexico
27 – 29
7.
Middle East
UAE
Saudi Arabia
30 – 32
8. Africa
Regional
Morocco
33 – 35
25
Only 6% of mobile phone users in the USA perceived mobile payments
to be “Very safe” in 2015, a slight improvement from 4% in 2013. USA: Perception of Security of Mobile Payments, in % of Mobile Phone Users, 2013 - 2015
in % of Mobile Phone Users 2013 2014 2015
Very Safe 4% 5% 6%
Somewhat Safe 30% 30% 32%
Somewhat Unsafe 27% 28% 27%
Very Unsafe 19% 21% 19%
Don’t Know 18% 15% 15%
Definition: mobile payments were defined as purchases, bill payments, charitable, donations, payments to another person, or any other payments made using a mobile phone. This
includes using your phone to pay for something in a store as well as payments made through an app, a mobile web, browser or a text message.
Survey: based on a survey of 2,341 respondents with mobile phone in 2013, 2,603 in 2014, 2,244 in 2015. The respondents were partially the same. Question asked: “Table 8.
How safe do you believe people’s personal information is when they use a mobile phone to pay for a purchase at a store?
Source: Federal Reserve, March 2016
26
Cross-Border Online Shoppers
53%
Others 47%
In a year to March 2016, 53% of online shoppers in Canada made
at least one online purchase cross-border. Canada: Cross-Border Online Shopper Penetration, in % of Online Shoppers, March 2016
Definition: online shoppers who made at least one cross-border purchase in the past year
Survey: based on a survey of 5,000 online shoppers who have made at least one purchase in the past 12 months that required delivery, conducted in March 2016
Source: Canada Post, J.C. Williams Group, August 2016
27
1. Management Summary 10 – 11
2. Global 12 – 15
3. Asia-Pacific
China
Japan
South Korea
16 – 19
4. Europe
UK
France
Italy
20 – 23
5. North America
USA
Canada
24 – 26
6.
Latin America
Brazil
Mexico
27 – 29
7.
Middle East
UAE
Saudi Arabia
30 – 32
8. Africa
Regional
Morocco
33 – 35
28
M-Commerce Transactions
20%
Other E-Commerce Transactions
80%
2016f 2015
M-Commerce Transactions
30%
Other E-Commerce Transactions
70%
M-Commerce’s share of total E-Commerce transactions in Brazil is
predicted to reach 30% in 2016, up from 20% in 2015. Brazil: M-Commerce Share of Total E-Commerce Transactions, in %, 2015 & 2016f
Source: ABComm cited by Ecommercenews.com.br, January 2016
29
E-Commerce 1.68%
Other 98.32%
Card payment transactions on E-Commerce websites accounted for
1.68% of all credit and debit card payments in Mexico in 2015. Mexico: Share of E-Commerce of Total Payments with Credit and Debit Cards, in %, 2015
Source: CONDUSEF, Banco de Mexico, 2016
30
1. Management Summary 10 – 11
2. Global 12 – 15
3. Asia-Pacific
China
Japan
South Korea
16 – 19
4. Europe
UK
France
Italy
20 – 23
5. North America
USA
Canada
24 – 26
6.
Latin America
Brazil
Mexico
27 – 29
7.
Middle East
UAE
Saudi Arabia
30 – 32
8. Africa
Regional
Morocco
33 – 35
31
B2C E-Commerce in the UAE is dominated by a number of large
players, with the top 5 accounting for 72% of the market in 2015.
UAE: B2C E-Commerce Players Overview, April 2016
Source: YouGov, IHC, January 2016; Euromonitor International, March 2016; Souq.com, April 2016; SimilarWeb, April 2016; MasterCard, April 2015; Bloomberg, February 2016;
Gulf News, February 2016, November 2015; Wamda, February 2016; The National, October 2015; Awok.com, April 2016; The Paypers, August 2015
The B2C E-Commerce space in the UAE is dominated by a number of large players. According to Euromonitor International, with
around 3,000 online retailers operating in the country, the top 5 companies together accounted for 72% of the market in 2015. The
share of the top 5 players, however, decreased by -4 percentage points from 76% in 2014, indicating that the market is becoming
slightly less concentrated.
The largest B2C E-Commerce company in the UAE is Souq Group, with a 41% market share in 2015, down from 43% in 2014,
according to Euromonitor. Headquartered in Dubai, Souq Group operates online shopping platform Souq.com in the UAE, Egypt, KSA,
and Kuwait. Souq.com was the second most visited E-Commerce website in the UAE, behind online classifieds site Dubizzle in April
2016, according to SimilarWeb. A survey by MasterCard also revealed Souq.com as the leading E-Commerce website in early 2015,
with 45% of respondents having made a purchase from it in 3 months before the survey. In the latest round of investment in February
2016, Souq.com raised USD 275 million from a number of investors, including Tiger Global Management and Naspers who also
invested in the company earlier. This investment round made Souq.com the highest valued Internet company in the Middle East
region, Bloomberg reports. The investment will be used on supporting the company’s growth and strengthening its marketplace, Gulf
News reports. The number of sellers on Souq.com reached 75,000, as stated on the company’s website in April 2016.
Another company that raised investment in early 2016 was online retailer of baby products Mumzworld. According to Wamda, the
company closed a Series B funding round with an undisclosed multi-million U.S. dollar investment. Furthermore, online marketplace
JadoPado sold a 14.8% stake to an investor group led by Beco Capital for AED 14.7 million (USD 4 million), Gulf News reports. Early
in 2015, JadoPado made a transition from a pure-play online mass merchant to an online marketplace, which resulted in the number of
products on offer surging from 8,000 to 60,000 and the number of sellers reaching 2,500. The investment will be used to further
expand the marketplace model and explore the omnichannel opportunities by combining the brick-and-mortar and retail channels.
The trend of converting to a marketplace model was followed by another UAE-based online merchant Awok.com. As The National
reports, Awok.com planned to launch its marketplace at the beginning of 2016. As of April 2016, Awok.com was running a pre-
registration of sellers on its website. According to the company, since its launch in 2013, it was growing by +300% per year, with the
number of website users reaching 2 million per month. The Paypers reported in 2015 that Awok.com aimed at a 25% market share.
32
11.4 13.6
15.8 16.5
19.6 21.6 41.0%
47.5% 54.1%
55.1%
63.7% 68.5%
0%
20%
40%
60%
80%
100%
0
10
20
30
40
50
2010 2011 2012 2013 2014 2015
Number of Internet Users Penetration
in m
illio
ns
in %
of P
opula
tion
The number of Internet users in Saudi Arabia reached 21.6 million in
2015, with Internet penetration rising to 68.5%. Saudi Arabia: Number of Internet Users, in millions, and Penetration, in % of the Population, 2010 - 2015
Source: Communications and Information Technology Commission, February 2016
33
1. Management Summary 10 – 11
2. Global 12 – 15
3. Asia-Pacific
China
Japan
South Korea
16 – 19
4. Europe
UK
France
Italy
20 – 23
5. North America
USA
Canada
24 – 26
6.
Latin America
Brazil
Mexico
27 – 29
7.
Middle East
UAE
Saudi Arabia
30 – 32
8. Africa
Regional
Morocco
33 – 35
34
4%
4%
11%
14%
19%
21%
26%
28%
37%
44%
53%
62%
65%
63%
54%
56%
62%
52%
52%
43%
27%
21%
17%
25%
18%
11%
10%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Ethiopia
Uganda
Tanzania
Burkina Faso
Senegal
Ghana
Kenya
Nigeria
South Africa
Smartphone Other Mobile Phone No Mobile Phone
in % of Adults
South Africa (37%) had the highest smartphone penetration rate
among adults in Africa in May 2015, followed by Nigeria (28%). Africa: Breakdown of Mobile Phone Ownership in South Africa, by Smartphone, Other Mobile Phone and
No Mobile Phone, in % of Adults, Compared to Burkina Faso, Ethiopia, Ghana, Kenya, Nigeria, Senegal,
Tanzania, Uganda, May 2015
Note: ranked by smartphone ownership; may not add up to 100% due to rounding
Survey: based on a survey of around 1,000 individuals per country; conducted between April and May 2015; ages 18+
Source: Pew Research, February 2016
35
Price 23.7%
Payment Security 15.9%
Choice 13.3%
Delivery 11.9%
Website Popularity 11.5%
Quality 8.9%
Presentation of the Offering 5.8%
Possibility to Pay Online (Tachilates, Wafacash)
5.1%
Other 3.8%
“Delivery” (12%) was one of the top 5 factors considered by consumers
in Morocco when shopping online in February 2016. Morocco: Breakdown of Main Criteria Considered When Shopping Online, in % of Online Shoppers,
February 2016
Survey: based on a survey of 1,000 Internet users, conducted in February 2016; ages 16+, from 40 cities (34% Casablanca, 12% Rabat, 7% Marrakech, 6% d’Agadir; conducted
online; margin of error +/- 3%; base of respondents for this question were 548 individuals
Source: Averty, April 2016
36
OVERVIEW
1. Preface 03 – 03
2. Legal Notice 04 – 04
3. Methodology 05 – 06
4. Definitions 07 – 07
5. Report Content 08 – 35
6. Market Report Purchase Options 36 – 38
37
PURCHASE OPTION: SINGLE REPORTS
38
PURCHASE OPTION: FULL ACCESS SUBSCRIPTION
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39
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