December 3, 2022


Singularly dandy shopping

Most SA shoppers want a better retail experience – Retailing Africa

by Louise Burgers. It comes as no surprise that much more than 85% of South African buyers want merchants to give them far better provider, products and solutions and over-all procuring encounter, primarily on line. In the latest research by Wunderman Thompson Commerce for their Long run Shopper Report 2022, 30,000 worldwide on the internet people were surveyed from 18 diverse countries, like South Africa.

The analyze by Wunderman Thompson South Africa as element of Wunderman Thompson Commerce’s Potential Shopper Report 2022, also bolstered how on the internet searching web-sites, shopping apps, marketplaces and social media are driving ecommerce and explored what inspired local on the internet customers via the invest in journey, from consumer intent to closing orders.

What was of critical fascination was what motivated South African buyers to shop on the net, in which they got their strategies from how a great deal investigation they did before shopping and what all the variables have been, combined, that led them to go online to make their buys. The investigation showed that 78% of South African respondents indicated they will be expanding their use of electronic shopping channels in the future even though 74% of this team also say they like to store with a model that has equally a actual physical and an online retail store.

As Wunderman Thompson South Africa, reports: “For brand names and stores providing their merchandise and expert services on the web or as a result of applications, the results present a departure stage for profitable over buyers and driving on the net revenues. The insights will assist enterprises realize the demand from customers, spotlight how the pandemic has a speedy-tracked hunger for on the web order and usage and stage to vital South African buyer anticipations about assistance, pricing, payment solutions, shipping and delivery, monitoring and returns. Over and earlier mentioned inspecting popular denominators across sectors, the examine also unpacks detail about various solutions, from groceries, dwelling furnishings, prescribed drugs, toys/online games and electronics to clothing, components and money products and solutions.”

Team system director at Wunderman Thompson South Africa, Parusha Partab, explains: “Where they purchase from, what they’re acquiring on the internet, and how significantly they are expending is a single matter, but comprehension how South African shoppers react to a assortment of things is going to be critical for vendors likely forward. It has implications for organization products, advertising and marketing methods, technological know-how investments, the supply chain – a entire selection of organization dimensions that need to adapt to our new fact.”

On the net shoppers were also questioned about what they favored to see when navigating on the net sites and ecommerce platforms: 89% from South Africa show a desire for imagery and video clips while much more than 90% claim products assessments and savings are significant.

Important insights 

Wunderman Thompson South Africa group consulting director, Kayembe Ilunga, adds: “There’s a prosperity of valuable perception. Our examine also delves into how usually South Africans purchase specified items from diverse platforms and manufacturers, their propensity to abandon a invest in even though it’s in development, and their probability to return items ordered on the web. Combining these indicators with reliable historic data collected by electronic platforms will condition organization projections likely ahead and points to the increasing need to settle for how the worlds of promoting, technological know-how, information and income have converged. We consider models need to have to revisit their functioning products and buildings. There’s no for a longer period a person department exclusively accountable for offering online encounters.”

Wunderman Thompson South Africa notes that there are unique variances amongst the outcomes from South Africa and the rest of the entire world, which will help suppliers and makes discover the nearby rising traits and to what extent brands should be ‘localising’ their response to the rising popularity of on the net procuring. Social commerce proceeds to mature as social networks have, globally, been the essential platforms of decision, with Facebook and Instagram showcasing as primary platforms for South African respondents.

South African consumers also desire to do their investigation into the products they are interested in, on the internet, and then make the order in retail outlet. In point, 80% assert they do this, and there are marked choices for searching specifically from a model as opposed to what is identified as an aggregator platform, dependent on the nature of the item. “This insight will help inform enterprise decisions about on-line item offerings and portfolio expansion heading ahead,” suggests Partab.

These are the headlines from the report that manufacturers and retailers want to choose urgent observe of, as this is how shopper conduct is presenting on the net, and in the world-wide market:

1. On line searching is developing, with about half of all retail shell out now on the web, as individuals grow additional relaxed with know-how and products and services. Wunderman Thompson has this dilemma for makes and merchants: “Is your small business ready for a planet in which on line is the major channel and your shoppers are digitally minded?”

2. Believe omni-channel, since individuals are utilizing much more channels than ever just before and want seamless integration involving these channels. Query: “Do you have a well balanced channel strategy which permits individuals to interact and shop with you by means of whichever channel they want, any time they want, where ever they are?”

3. Marketplaces are winning, simply because they are supplying the greatest on-line experience to shoppers and are the most frequently utilized channels across the a few critical stages of the obtain process, states Wunderman Thompson, specifically inspiration, lookup and order. Problem: “Do you have a robust, scalable market system, even though also making sure that your other channels are not cannibalised?”

4. Poor experiences are unacceptable on the web, simply because buyers have a lot more preference than ever and so are more and more intolerant of bad experiences and company. Supply, easy returns and item availability are now a given. Problem: “Are you services-led and reaching the superior expectations that your shoppers have when it comes to the online procuring working experience?”

5. Social commerce on the increase and in which you will obtain your people in the future as extra are buying by social platforms and intend to do so in the future. Concern: “Do you have a social commerce tactic, and is it nevertheless in good shape for objective in mild of ongoing sector developments?”

6. Sustainability is critical, but not at the cost of provider. Customers, whether or not on the web or in shop, will prioritise brand names and stores with purpose and which however features good service. Dilemma: “What is your sustainability practice, and how can it dovetail with the investments you want to make in delivering a finest-in-class service throughout shipping and delivery, returns and availability?”

7. Consumers crave retail innovations, and with the acceleration of digital apps and ecommerce during the pandemic, shoppers now expect ground breaking retail ordeals – from cashless payment, voice or new retailer formats. Issue: “Do you have a apparent watch on the improvements your customers crave and that your on-line and bodily stores can embrace?”

8. People are currently being redefined – who is your purchaser really? Is it a dwell human currently being checking out your retail outlet, or is it their avatar, wanting to impress their close friends in the Metaverse? Wunderman Thompson states entrepreneurs should realise that their long run shopper may perhaps not be ‘living’. Dilemma: “Are you well prepared for the potential, multi-dimensional customer and for how this will modify the way you promote and current market your products and expert services?”


*To download the entire report on buyer procuring behaviour and on-line commerce all over the world, visit Wunderman Thompson Commerce’s Long run Shopper Report 2022. Wunderman Thompson South Africa strategies to host a Future Shopper 2022 on the net party in thanks class to unpack the South African shopper effects in far more element for the community industry, so observe this area!


Key impression credit: Provided.



Louise Burgers is the Publisher and Editor of She has used over 20 a long time creating about the FMCG retailing, marketing, media and promotion sector in South Africa and on the African continent. She has specialised in neighborhood and Africa buyer developments and is a passionate Afro-optimist who thinks it is Africa’s time to increase once more and that the Africa Continental Free Trade Agreement (AfCFTA) will be a world-wide gamechanger in the subsequent ten years.


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