South Africa: online shoppers education level 2023

In 2023, a relatively high share of consumers from three major South African e-commerce marketplaces have a bachelor's degree or equivalent, with Zando.co.za having the largest percentage share of 55 percent. Bidorbuy.co.za shoppers followed, with a portion of 49 percent of those surveyed.

Share of online shoppers on major South African marketplaces in 2023, by education level

Characteristic	No formal education/primary school	Lower secondary education*	Upper secondary education*	Technical/vocational education	Bachelor degree or equivalent	Masters degree or equivalent	Doctoral degree or equivalent
-	-	-	-	-	-	-	-
-	-	-	-	-	-	-	-
-	-	-	-	-	-	-	-

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Release date

June 2023

More information

Region

South Africa

Survey time period

2023

Number of respondents

1,735 respondents

Supplementary notes

Data taken from various reports.

Survey questions:
’What is the highest level of education you have completed?’’ Single Pick
"Which of these online shops have you bought something from in the past 12 months?" Multi Pick
Base: n=1,342 takealot.com shoppers, n=190 zando.co.za shoppers, n=203 bidorbuy.co.za shoppers.

*Lower secondary education - not eligible for university studies.
*Upper secondary education - eligible for university studies.

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