A recent survey by Kasi Insight on E-commerce trends among Angolans has highlighted a prevailing reluctance towards online shopping among most of respondents. The adoption of prominent online platforms remains limited, with a usage rate of under 10%. Among the frequently used online platforms, Shein leads with a utilization rate of 10%, followed closely by Ubuy and Izy Shop at 8% and 7% respectively.
When analysing the data based on gender, distinct patterns become evident. Ubuy takes the lead among male respondents, garnering a significant preference rate of 9%. In contrast, among female participants, Shein stands out with an even more noteworthy preference rate of 11%. This gender-based discrepancy becomes more apparent when examining secondary preferences. Women exhibit a tendency for AliExpress and Izy Shop, both reflecting preference rates of 9% and 8% respectively. Conversely, men lean towards Shein at 8%, as well as established brands like eBay, maintaining an 8% preference rate.
Traditional shopping is still dominant.
The reluctance of Angolans to embrace online shopping centres around a consistent factor: their preference for shopping in person. This inclination towards physical shopping experiences resonates deeply, reflecting an inherent attachment to the tangible aspects of the traditional retail environment. However, closely trailing this preference are three key concerns that hold significance: security, privacy, and trust. These concerns collectively hold the second position in the list of reasons deterring online shopping adoption.
For females, trust concerns emerge as the primary deterrent, indicating the role of establishing a sense of reliability and dependability in the online realm. In contrast, among males, security and privacy take precedence, signalling the imperative need for stringent cybersecurity measures to alleviate these apprehensions. Additionally, shipping costs loom as a significant consideration for males, shaping their online shopping decisions.
For Gen Xers, they still prefer going to physical stores, and are also worried about security. This shows they want to know their online transactions are secure. Millennials, on the other hand, have a mix of concerns. They like shopping in person, but they also worry about privacy and trust online.
To succeed in the Angolan e-commerce market, harmonizing the strengths of traditional retail with the modern conveniences of online shopping is paramount.
In Angola's online market, brands need to be mindful of the prevailing inclination toward in-person shopping and take proactive measures to address the concerns that hinder the adoption of online shopping. By recognizing the enduring appeal of physical retail experiences, brands can differentiate themselves by infusing the tangible and sensory elements of traditional shopping into their online platforms. This could involve creating immersive visual experiences, personalized recommendations, and detailed product descriptions that mirror the tactile engagement of in-person shopping.
Brands must prioritize the implementation of robust cybersecurity measures that safeguard customer data and transactions, alleviating the genuine fears of potential breaches and risks. Transparency in data handling and the communication of stringent privacy protection mechanisms can go a long way in mitigating concerns related to privacy. Moreover, cultivating a reputation for trustworthiness through authentic customer reviews, clear and fair return policies, and responsive customer support can foster a sense of reliability that counters the apprehensions surrounding online transactions.
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