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The 2019 South African Digital CX Report

Our first dive into the state of customer experience among South African consumers centred on online shopping and found that ecommerce was worth just R14bn back in 2019. But with 71% of transactions being abandoned due to slow sites, incomplete product descriptions, a lack of trust, issues with payment gateways or just plain indecision, we extrapolated that these issues meant etailers were losing R34bn in potential sales.

Back in 2019, surprisingly, ecommerce was still something of a novelty for most South Africans so we looked for some key takeouts.

consumers who’d been disappointed by a brand
49%
who’d spend more if their experiences were better
45%
complained retailers were often out of stock
39%
said it was easier to go into a branch for support
37%

 

Q. What are your experiences shopping online?

makes no difference as long as my issue is resolved
49%
what’s a chatbot?
27%

 

Q. Are you happy to use a chatbot?

We asked our panellists whether they were comfortable dealing with chatbots instead of humans for support.

testimonial-background-

Digital shouldn’t be a channel where you need customer service, it should be self-service

Julia Ahlfeldt , CCXP

Whether it is a bank, a retailer or an entertainment brand, what people expect from an online experience, compared to when they do it in the real world, is convenience - Luisa Mazinter

Luisa Mazinter , TymeBank

Online is here to stay so if your experience is not good, consumers will find someone else’s whose is

Amanda Reekie , ovatoyou