Columinate has released the results of its inaugural Online Retail SITEisfaction Survey, which provides insight into South Africa’s online shopping market.
The survey sheds light on what South African consumers are buying online, who they are buying it from, and their level of satisfaction with online retailers.
The survey revealed that 64% of online purchases were made within the ‘wants’ category, as is reflected in the results of the SITEisfaction scores, with the top two online retailers considered to be outlets of luxury goods.
When shoppers were prompted about why they like shopping online, references to ‘convenience’ and ‘saving time and money’ were top of mind.
The following infographic provides an overview of the survey results.
The best and worst online shops
The Columinate Online Retail SITEisfaction Survey ranked online retailers on their overall customer satisfaction levels to ascertain which site delivers the best customer experience.
“The SITEisfaction score is determined by calculating the number of highly satisfied users versus the percentage of highly dissatisfied users,” explained Columinate CEO Henk Pretorius.
“We measured each site on a number of key drivers including ease of use, information, trust, security, value for money, range of products, and delivery performance,” he said.
The report showed that Kalahari was the clear winner, with a SITEisfaction score of 76. In second place was Yuppiechef with a score of 71, followed by Woolworths with a score of 63.
Takealot.com was placed fourth with a score of 55 and Groupon finished fifth with a score of 54.