The 2022 South African Digital CX Report
In the 2022 report, we dug into consumer perceptions around new technologies such as the metaverse while questioning why so many marketers continue to take a web-oriented view on e-commerce - the startling growth of social and chat commerce suggested that many brands are missing opportunities to increase their share of wallet.
Building on the premise that online’s contribution to e-commerce should not just be viewed as the rands and cents chalked up at the website checkout, we looked at digital’s influence on purchase propensity regardless of where the transaction takes place and extrapolated its true value.
While responses to the 2022 survey suggest that brands had made big strides in delivering improved online experiences, we noted that they must also be cognisant of the changing landscape. Rising inflation, the economic impact of load shedding and the prospect of a global recession all pointed to the likelihood of constrained trading conditions in the near future.
We asked ecommerce users where they’re spending their hard earned rands - whether it’s on local etail sites and apps, on social commerce or via global retailers such as Amazon.
Q. What are the channels that you have ever used to shop online?
Using data from StatsSA and insight from our audience on how they use digital when shopping within five core categories we extrapolated the level of online’s influence on instore purchase.
