The rising popularity of cross-border ecommerce in Africa could help to grow the South African ecommerce market, according to research by Ipsos.
The study looked at online shopping in South Africa and Nigeria, with these two countries being highlighted as the two countries with the highest proportions of online shoppers amongst internet-connected citizens.
89% of Nigerians with internet access engage in ecommerce, along with 70% of South Africans with an internet connection.
The data showed that Nigeria's higher rates of ecommerce compared to South Africa were correlated with a higher rate of mobile and internet penetration in the country.
The report predicted that as mobile and internet penetration rose in South Africa to similar levels, ecommerce levels would also rise.
The research also revealed that one third of Nigerians with an internet connection are buying from South African ecommerce sites, showing the huge potential of cross-border ecommerce in the emerging South African market.Â
