Baby shopping survey indicates slow online growth

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Results

• 94% prefer to go to the nearest shopping mall to buy their babies' necessities while only 4% shop online for these items
  
• 67% of the respondents are working moms while 13% of them are stay at home mothers
  
• 49% of moms only have less than 2 hours for themselves in a day (after time with their baby and work), 31% say they do not have time for themselves
  
• 61% of respondents spend between 5% and 20% of their monthly household income on their babies while 26% spend between 20% and 50%
  
• 70% say that they usually splurge on clothes for their babies, 37% opt for toys and 32% overspend on books
  
• 40% of moms say that a baby bag is the item they cannot do without
  
• 19% of moms say they are single parents

The 4% result is low compared to the 2011 MasterCard survey, which revealed that the number of South Africans shopping online has steadily increased over the past two years, with 58% of active internet users saying that they use the internet for shopping (up from 53% in 2010 and 44% during 2009).

With 49% of moms revealing they have less than 2 hours to themselves per day and another 19% stating they bear the burden of single parenthood, the question is, "Why are they not embracing the convenience of online shopping?"

Baby category aims to make life easier

Liz Hillock, head of marketing at kalahari.com, hints that a lack of variety and availability of baby products online are the main reasons why moms have preferred the mall in the past. However, the gap will soon be closed as the site recently launched a dedicated baby category to make life easier for moms.

"Online shopping is definitely tailored for moms with small children with unpredictable waking hours," says Hillock. "The survey shows that while moms have the financial means and willingness to spend on their baby, time is something they do not have. Online shopping is a perfect solution for this."

While online shopping is growing exponentially in South Africa, it is mobile and tablet shopping that is now really taking hold. Many South Africans own a smart phone and use it to access the internet every day. "There are no longer barriers to shopping on your mobile phone, and mom can purchase items from home or from play group. You really can shop from anywhere."

In addition, brick and mortar stores have a finite amount of space to feature products and hold stock but online stores can host millions of products on their virtual shelves. For example, there is a world of kids' books and movies now only available online.

Because online retailers do not have physical stores and their associated rents, many online retailers are cheaper than the mall. "It's easy to compare prices online and retailers such as us pass on savings to the customer, so financial cost-saving is in reality a compelling reason to shop online."

The baby category has a wide product range from entertainment and toys, essentials such as breast pumps and bottles, to car seats and carriers.

"Not only is our new range competitively priced but purchased items will be delivered safely to your door by courier. But most importantly we are giving moms time to enjoy being a mom, which is a precious commodity in today's fast paced world," concludes Hillock.