While the number of e-tailers is growing in South Africa, there are still a number of hurdles that need to be overcome before these companies can start enjoying sustainable returns, writes KEVIN TUCKER, CEO of PriceCheck.
This year, online retail in South Africa will reach 1% of overall retail for the first time. While the number appears small, it marks a significant milestone for a sector that is attracting robust investment from both established and new players in the retail game. It underscores that online retail is now gathering momentum in South Africa, having maintained a growth rate of above 20% for several years, according to the World Wide Worx Online Retail in South Africa 2016 report. The report revealed that in 2015, the rate of growth was 26%, taking online retail to the R7.5 billion mark. This year, growth in Rand terms is expected to remain the same as in 2015, taking the total to above R9 billion.
However, while these figures are encouraging for the country’s growing number of e-tailers, payment gateways and online merchants, there are undoubtedly still many hurdles to overcome before they can enjoy sustainable returns. Compared to traditional retail, the profits are still paltry and the number of online shoppers spending regularly remains low. The majority of South Africans spend between R250 and R1000 when making a purchase online, and 33% of those surveyed made 10 or more purchases online per year.*
Limited Range, Limited Appeal
The most commonly cited challenge for local online retail is that South Africans remain hesitant to transact online, and are afraid to hand their banking details to payment gateways plagued by fraud.
Although online security is indeed a factor, it is less of an issue than the quality of what South Africans are presented with online. Indeed, the primary challenge is in fact the dearth of innovative business models and – as a direct result – the availability of products online (or the lack thereof).
As several reports have illustrated, most local e-tailers – both established names and newcomers – have a very limited range of products listed online, which deters potential customers and drives them into physical stores in order to enjoy the wide range of choices they have naturally become accustomed to. Lacking confidence in what they can find online, local shoppers will be less inclined to spend time looking, leading to less time spent overall on various e-commerce sites. This is a psychological barrier that e-tailers will need to work at overcoming. But as it stands, for various reasons, local merchants and brands have sparse product ranges listed online – which is often coupled with poor or unreliable delivery. As such, many local shoppers only hop online to research price points and find favourable deals, at which point they then travel to physical stores to complete the purchasing process.
For South Africans to move online and actually spend significant amounts (on a regular basis), they need to be presented with better quality products, and more of them. As it stands, local e-tailers are expecting to simply win on price, but it is arguably diversity and quality that will both differentiate them and drive the growth of South African e-commerce.
Showcasing the Standouts
The good news is that there are an increasing number of new players entering into this space that are experimenting with and pioneering different models. As mentioned above, infrastructure and delivery remain difficult, and there are psychological barriers to overcome before local online retail can reach its critical tipping point. The upcoming PriceCheck Tech & E-Commerce Awards will draw attention to some of the strides being made by individuals and companies, and will also highlight where some of the weaknesses lie.
Looking ahead, there are infinite opportunities for South Africa’s emerging e-commerce players – both established and entrepreneurial – but the key to long term success will surely lie in providing consumers with far more than what the local mall can offer.
* 2015 South African eCommerce Awards survey
Queues and cash-only frustrate SA’s commuters
A new study by Visa reveals the success factors for improving travel and creating smarter cities
The use of cash-only payments was
Visa, in collaboration with Stanford University, came up with these findings in one of the largest global studies examining the growing demand for public and private transportation, and the important role digital commerce plays in driving sustainable growth.
According to the UN[i], by 2050, 68
Building on Visa’s experience working with transit operators, automotive companies and technology start-ups, Visa commissioned a global study, “The Future of Transportation: Mobility in the Age of the Megacity” to better understand the challenges commuters face today and in the future. The key findings were combined with a view of existing and near horizon innovations provided by experts at Stanford University, to better understand the technology gaps in addressing their pain points.
The South African Perspective
Payments lie at the heart of every form of
Aside from cash-only payments, another commuter frustration when paying for public transport has been long queues – 67% of Johannesburg commuters and 64% of Cape Town commuters. Over the last few years, a number of mobile-driven taxi-hailing apps have been launched in the South African market to counteract these concerns and commuters are open to the possibilities presented by mobile apps. The Visa study echoed this by showing that 77% of Johannesburg commuters and 76% of Cape Town commuters would be willing to try a consolidated app to make payments for public transport.
Mike Lemberger, SVP, Product Solutions Europe, Visa says: “The future success of our cities is intertwined with – and reliant on – the future of transportation and mobility. Visa and our partners have an important role to play, both in streamlining the payment experience for millions of commuters around the globe, and supporting public transportation authorities in their quest to build sustainable and convenient transportation solutions that improve the lives of the people who use it.”
Herman Donner, PhD and Postdoctoral Researcher from Stanford University co-authored the report and summarised: “When looking across the technology landscape, there already exist many products that could easily address people’s daily frustrations with travel. However, none of these solutions should be developed in isolation. A major challenge therefore lies in first identifying relevant technologies that provide suitable products for the market then managing implementation in conjunction with a broad set of stakeholder including mobility providers, technology companies, infrastructure owners and public transport agencies. From our research, we think that many of these small, incremental changes have the potential to make a significant difference in people’s daily travel, whether it’s to help find parking, get the best price to refuel their car or plan their journey on public transportation.”
Click here for the detailed global findings.
Women take to tech, but more needed
By HAIDI NOSSAIR, Marketing Director META, Dell Technologies
$12 trillion – that is the value in additional global GDP that remains locked behind the gender gap. This is according to the latest Women Matter report from McKinsey, which also reveals startling disparities in the workplace. Even though women make up more than half of the human population, only 37% contribute to GDP on average – and in some countries that proportion is significantly lower.
The reasons for this can be put in three areas. Fewer women – 650 million fewer than men – participate in the global labour force. Women are also more likely to be in part-time employment and thus work fewer hours. Finally, female employees are more common in lower-productivity sectors than in higher-productivity areas. Are women not being offered the opportunity or are they holding themselves back?
Among STEM careers this ratio is particularly dismal: only 24% of engineering professionals are women, and as few as 19% of careers in ICT are filled by women.
What is the cause of this? Studies have found that women pursuing STEM careers are higher in countries with more oppressive policies towards women, because those careers hold the promise for financial freedom and more social autonomy. In contrast, countries with progressive attitudes towards women tend to produce fewer female STEM graduates. Then how can we encourage women from early ages to take the path of STEM education? And how can organizations ensure women have equal opportunity at the hiring stages.
Certainly addressing gender inequality is crucial and must not stop.. Where women are increasingly more part of the workforce, there are often still barriers preventing them from assuming higher management roles. Female entrepreneurs often struggle more to gain investment capital. Corporate cultures are rarely aligned with the pressures of balancing work and family obligations. Decision makers may simply lack exposure to the potential of female candidates. Female pioneers have also argued that women are too risk-averse when compared to men.
Whether these assertions are true is a matter for debate – and that’s exactly why every professional man and woman should be talking about them and identify action to change the status-quo. This is not just about female rights, but about social upliftment: companies with a mixture of male and female leaders perform better across the board and companies in the top-quartile for gender diversity are 21% more likely to outperform on profitability.
The digital economy we live in today represent a golden opportunity for increased women contribution to the workforce as technology breaks the boundaries of location and time for the workplace and where labor intensive jobs may today be performed by data scientists.
For two days in March, top professionals will gather to talk and exchange ideas around creating more roles for women, larger appreciation for female professionals, as well as counter the attitudes among women holding them back from greater career success and autonomy.
If you want to be part of this conversation, join the Women in Tech Africa summit today at the Century City Conference Centre in Cape Town – learn more at https://www.women-in-tech-africa-summit.com/ and use the code DELL20 for a 20% discount.