South African online retailers face trust barriers to growth

A new study on online retail in South Africa reveals a significant gap between internet usage and e-commerce adoption. While 79.1 per cent of adults browse the internet, only 34.2 per cent shop online regularly.

Research conducted by World Wide Worx, in partnership with Mastercard, Peach Payments, and Ask Afrika, suggests that retailers must address consumer concerns regarding product quality, payment security, and delivery reliability to drive growth. The findings indicate that customer reviews and promotions are major drivers of purchasing decisions, accounting for 55.3 per cent of influence, whereas traditional brand advertising accounts for only 5.4 per cent.

Experts suggest that implementing recognized payment options, such as digital wallets like Apple Pay, and providing credible social proof through reviews could help reduce consumer hesitation at the point of purchase.