In South Africa where domestic internet access has been hampered by income inequalities, online retail is becoming more attractive to citizens thanks to low-cost smart phones which make shopping easier. Expectedly, the leading South African online retailer, Kalahari.Net, is cashing in on the situation. The company is bent on wooing middle-to-low income consumers with affordable products ranging from books to kitchen appliances. Grocery retailer Pick 'n' Pay is also on the list, and ran head-to-head with Kalahari.Net with a 6% value share in 2013.
Today, the average South African consumer can shop at home with one click. This jells with Euromonitor International's recent research findings, which project that online retail in South Africa will register a 16% compound annual growth rate going forward.
Kenya is not excluded from the race. Its Rupu caters to consumers' eShopping interests; while Tanzania has Atsoko.com; Zambia, DotCom Zambia and Ghana, eShopAfrica.com.
In Lagos, Nigeria the story is no different. With a population of over 18 million, the city's roads are often congested. Some harried consumers have naturally plugged into online retail outlets such as Jumia, Konga and DealDey.
Jumia claims it is Africa's answer to Amazon. Established in 2012, it has branches in Morocco, Ivory Coast, Egypt and Kenya. The online retailer keeps domestic appliances such as TV sets in stock, including clothing and other basic items. Konga.com sells electrical gadgets, home appliances and personal care products; while DealDey offers discounted items in dining, travel, entertainment, healthcare and more.