A new research report by Euromonitor International titled Internet Retailing in South Africa has revealed that Takealot is the largest online shop in the country.

The report said Takealot’s market share in internet comes from its wide range of products across hundreds of categories, as well as its range of delivery options.

Takealot is an online seller in the style of Amazon in the UK and US, with fast delivery after ordering. Interestingly Amazon recorded 1.5 per cent, of the SA market after launching its on demand TV service last December.

In other parts of the world Amazon has often left one trailblazer company to establish the mail order dominance, then bought it. It did this earlier in the year with Souq.com in the Middle East after several months of speculation. Some industry observers had suggested Takealot could be subject to an Amazon bid once it reached market dominance.

Second in the Euromonitor report on market share was the Apple App Store followed by Pick n Pay, the supermarket grocery giant, both with just over five per cent.

According to the 34-page report, internet retailing in South Africa continued to generate strong growth worth $622million (rand 8.1 billion).

“Current value sales increased by 23% in 2016 to reach R8.1 billion, and the growth recorded in 2016 was slightly higher than what was seen during the preceding year,” it said.

Over the last five years, online shopping revenues more than doubled – from R3.6 billion in 2011 to the 2016 figure.

The report further showed that sales of mobile phones are still small (R739 million) when compared to sales of desktop computers.

The table below details the top 12 online shops in South Africa, based on market share.

Biggest Online Shops in SA
Shop Market Share
Takealot 12.5%
Apple App Store 5.5%
Pick n Pay 5.1%
Woolworths 2.7%
Sportsmans Warehouse 2.2%
Incredible Connection 2.0%
Exclusive Books 1.8%
HomeChoice 1.6%
Amazon 1.5%
Mr Price 1.5%
NetFlorist 1.5%
Spree 1.4%

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