Online Shopping in South Africa

4.2011 | EMEA

This study will help you understand more about how consumers in South Africa use various information sources, including the internet, when making retail purchases.

Key findings:

  • Online research drives offline sales: online research prior to offline purchase is very popular across all categories (ROPO effect)
  • Accordingly presence in the online research process is crucial for relevance in the offline purchase process
  • In the online research process search is the dominant tool for initial and intensive research: search creates awareness and navigates to relevant sources
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