By Adlips Jessica Hubbard, Deputy Editor, 25 November 15 See the video here
Earlier this year, WhyFive, a consumer insights business focused on syndicated landscape surveys and market reports, explored online retail in South Africa. Brandon de Kock, director of storytelling at WhyFive, highlights some of the key findings from their study and the implications for SA’s e-commerce players.
“When we first started looking into this whole online world [of retail], we noticed that people have a lot of suppositions; they have a lot of navel-gazing thoughts about who’s buying, who’s not buying, etc.,” he explains. “And that’s kind of why we went in; to try and work out who is doing a really good job of converting browsers into purchasers, where are people making purchases, and what kinds of things they’re trying to buy online.”
For example, he says that books and CDs make for easy onli...