Most popular categories for online purchases in South Africa 2023

The variety of products that can be purchased online is continuously growing. Among South African consumers the two most popular categories for online purchases are Clothing and Shoes. 47 percent and 36 percent of consumers respectively chose these answers in our representative online survey. The survey was conducted online among 2,038 respondents in South Africa, in 2023.
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Most popular categories for online purchases in South Africa as of December 2023

Characteristic	Share of respondents
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Number of respondents

2,038 respondents

Age group

18-64 years

Supplementary notes

Multiple answers were possible.

During the survey, the question was phrased as follows: "Which of these items have you bought online in the past 12 months?"

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