South Africa’s fashion e-commerce retailer Zando.co.za reported that it hit record mobile commerce sales over the Black Friday weekend period (23rd of November 2012).
Known as Black Friday internationally, the day signifies the start of the festive shopping season. The firm said in South Africa, retailers and e-tailers have already seen an influx of sales as shoppers prepare for the upcoming celebrations.
When comparing Black Friday weekend to previous weekends mobile transactions and visits scaled proportionally. Zando.co.za saw a 57% increase in sales and a 58% increase in visits, with Sunday being the best performing day out of the whole weekend. Mobile visits increased at a much higher rate than desktop visits. On Friday the 23rd of November sales went up by 114% in relation to the previous Friday’s transactions. The top selling category was women’s footwear, with clothing specifically t-shirts, flat sandals and pumps following closely. The men’s category was not far behind with the T-shirt category performing well. Footwear was the highest grossing category overall. Top selling brands were LinX, Utopia, Zoom and Plum.
The top mobile phone device used to shop online was Blackberry, which is significant as it dominates the handset market in South Africa. MD and Co-founder Manuel Koser said, “During our TV campaign Zando.co.za saw an increase in mobile traffic of between 100-150%.” While smartphone traffic increased significantly, conversion rates on tablet devices (especially iPads) remains considerably higher than other mobile devices.
“The highest conversions are from iOS users, who generally have the biggest basket size. The capabilities of the mobile site include everything the desktop site can offer, the only differences are: simplified navigation and a design optimised for smart phones,” said Peter Allerstorfer (Managing Director and Co-founder).
– 20% of South Africans have a Smartphone.
– 33% of South African Mobile phone users access the internet.
– Overall about 9.6 million South Africans use the Internet.
– 5.3 million South Africans use Facebook
– 1.8 Million South Africans use Linked In.
– 1.3 million South Africans use Twitter
– 1.2 Million South Africans use Google+
– 75.7% of South African Social Media users have a Facebook account.