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

Published by
Natalie Cowling,
Sep 6, 2023
As of 2023, the majority share of consumers from three major South African e-commerce marketplaces earn a high level of income. Of these three, Zando.co.za has the highest portion of high-income earners, with 48 percent. However, Takealot.com has the highest share of low-income earners, with 28 percent.

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

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Release date

June 2023

Region

South Africa

Survey time period

2023

Number of respondents

1,735 respondents

Supplementary notes

Data taken from various reports.

Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’, Single Pick.
Survey questions:
"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=203 bidorbuy.co.za shoppers.
n=190 zando.co.za shoppers.

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