Payments company has revealed new research on consumer spending habits in South Africa in the wake of the COVID-19 pandemic. The study has found that 68% of South African consumers are shopping more online. The research points to a tipping point on usage of online shopping channels.

Mastercard’s research tallies with reports from major supermarket players such as Pick n Pay Shoprite, Spar, Woolworths and Massmart, who all reported surges active users and buying activities.

Unsurprisingly, the most commonly bought item was data (81% of consumers), but the really key finding was that more than half of respondents said they had bought clothing (56%) and groceries (54%) online. Bear in mind this data should include low income consumers. 78% of Mastercards’ survey respondents said that price was most important consideration that guides their online purchasing decision.

Here is some of what we know from retailer results:

Pick n Pay

• Online sales grew 17% year-on-year.
• New customers are 8x higher than 2019.
• There has been a 200% increase in active transacting online customers.

Shoprite

• 4.7m members have signed up for online shopping.
• The Checkers Sixty60 online app downloaded by 620,000 people.

Massmart

• Online sales have increased from 0.8% of group sales to 2%.
• 100% online revenue growth at discounter chain Game.
• 160% online revenue growth at home improvement chain Builders Warehouse.

Woolworths

• Online food sales increased 87.8% in the 52 weeks to 28 June.
• Fashion, beauty and home online sales grew by 41.3% during the second half of its financial year.