South Africa’s Commission to Release Online Markets Report on Monday

The South African Competition Commission will on Monday release its hotly anticipated final report flowing from its online intermediation platforms inquiry. The final report, publication of which has been delayed several times, is what the commission calls a “proactive” measure to prevent monopolies from forming in the e-commerce space. But a preliminary report has already got many industry players hot under the collar, with the commission taking aim at companies such as Google and homegrown e-commerce player Takealot.

For example, the preliminary report, released a year ago, listed several findings regarding “self-preferencing conduct” by Takealot resulting from its “hybrid platform” business model.

Takealot runs both an online marketplace for third-party sellers and its own retail division that competes with it. The Competition Commission proposed forcing the separation of Takealot’s retail and marketplace operations.

Takealot Group CEO Mamongae Mahlare
Takealot Group CEO Mamongae Mahlare

Takealot Group CEO Mamongae Mahlare was quoted as saying that the commission should be careful to support rather than obstruct the development of e-commerce in South Africa.

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The commission seems to be of the opinion that small businesses in South Africa and local app developers are negatively affected by large global companies. It is concerned that these entities either charge too much for the average South African consumer, or that they have the lion’s share of business in the country, thus reducing opportunities for local entrepreneurs.

Online intermediation platforms include e-commerce marketplaces, online classified marketplaces, software application stores, and intermediated services such as accommodation, travel, transport and food delivery, the commission said. This means that large online websites like Booking.com also fall within the scope of the inquiry. 

The Google Connection.

Tech giant Google also did not escape the commission’s attention. The provisional findings recommended that Google be forced to make it much clearer to South African internet users which search results are paid for – and said it may even seek to end its status as the default search engine on smartphones sold in the country.

The commission proposed a raft of regulations that cut to the heart of Google’s business model. “The inquiry has provisionally found that Google Search plays an important role in directing consumers to the different platforms, and in this way shapes platform competition,” it said.

“The prevalence of paid search at the top of the search results page without adequate identifiers as advertising raises platform customer acquisition costs and favours large, often global platforms. Preferential placement of their own specialist search units also distorts competition in Google’s favour.”

As a result, the inquiry found provisionally that paid search results should be “prominently labelled as advertising, with borders and shading to be clearer to consumers, and that the top of the page is reserved for organic, or natural, search results based on relevance only, uninfluenced by payments”.

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Bowmans competition lawyer Heather Irvine said the inquiry by the commission is particularly important because it is a kind of road map for the commission to test the new powers of the amended Competition Act, which was gazetted in 2019.

“The current powers are far more extensive, and it will be very interesting to see what happens as this will be a test case for the limits of their powers,” Irvine said. “It will also be a very expensive undertaking.

“We have had no clarity on any adjustments from the preliminary report, so it will depend on their recommendations and whether they are reasonable and practical. Of course, firms can appeal if the commission moves too far outside the scope of the remedial actions.” 

The Free Market Foundation said last year that the commission wanted to punish leading enterprises in the digital space for being successful and made a submission opposing the provisional recommendations of the commission’s online intermediation platforms market inquiry.

“The recommendations in the report seek to institute more regulations on the country’s economy by punishing leading enterprises for being successful,” the foundation said in a statement about its submission to the commission.

“The Free Market Foundation views the recommendations as a continuation of the commission’s misguided activities that serve to punish successful businesses that acquired their market position through voluntary transactions that satisfied consumer preferences. The potential for competition from new entrants or other, not-as-successful, competitors is there for these companies, yet they are being sanctioned,” it said.

“The barring of contractual terms, which were agreed to in the market – like price parity clauses, a recommendation of the report — undermines the freedom to contract, which is central to any market economy. The barring of ‘self-preferencing’ violates property rights and amounts to making it illegal for businesses to use their resources to favour themselves and their interests in the market,” the foundation said.

“The economic social engineering proposed by the report will see historically disadvantaged persons being given preferential treatment over the companies that were the subject of the market inquiry. It represents a worrying trend in the commission’s work, taking its cue from legislation. Any change in market dynamics must be spearheaded by the market itself; this includes the demographic transformation of that market. The aim ought to be making sure that the institution of private property is protected, and valid contracts enforced. Forcing private companies to associate or give preference to historically disadvantaged persons is an egregious intervention in market processes.

“With the South African economy experiencing record high unemployment levels and dim growth prospects, it makes it harder to do business in the country. This is what the implementation of these recommendations will do, and should not be a course of action we pursue. As such, the recommendations of the online intermediation market inquiry provisional report should be opposed,” the foundation said.

On Friday, foundation legal researcher Zakhele Mthembu told TechCentral that the preliminary report released last year was opposed on the grounds of its being anathema to general market freedom. “It operated on the premise that other businesses – competitors – are entitled to markets and customers that voluntarily patronise these ‘big’ online intermediation platforms like Google, Takealot or the Google Play store,” he said.

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“Judging from the press release of the commission, the situation has not changed that much. The final report could be damaging to our economic growth prospects. The tech sector, which is being targeted by the inquiry, is one of the few sectors of the economy that is growing worldwide, and the commission seeking to strangle it with more regulations is not the answer.”

Mthembu said consumers, through patronising these platforms in their billions, have chosen freely with whom they want to do business. “Seeking to punish successful companies that have high market share is not the answer to our economic woes.”

Kelechi Deca

Kelechi Deca has over two decades of media experience, he has traveled to over 77 countries reporting on multilateral development institutions, international business, trade, travels, culture, and diplomacy. He is also a petrol head with in-depth knowledge of automobiles and the auto industry

The Heat Beams on Takealot

Takealot CEO Mamongae Mahlare

South Africa’s largest online store Takealot is facing major challenges as its latest financial results showed that the ecommerce giant is feeling the impact of increased competition, labour issues, and a Competition Commission investigation.

Takealot’s results for the six months ended 30 September 2022 showed that it grew gross merchandise value (GMV) by 15% and revenue by 13%.

Although the growth looks encouraging, it has slowed significantly over the last few years.

Between 2019 and 2021, Takealot increased its growth over the interim period from 25% to 63%. This growth has slowed significantly to 13%.

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Takealot’s gross merchandise value sales growth also plummeted from 72% to 15% over the last year.

An even greater concern for Takealot is that its loss increased from $2 million for the six months to September 2021 to $13 million for the six months to September 2022.

Takealot CEO Mamongae Mahlare
Takealot CEO Mamongae Mahlare

Takealot’s trading margin has also worsened to -3% versus -1% in the prior period.

Takealot owner Naspers said profitability decreased because of higher fuel surcharges, investments in new warehouses, and discounted inventory clearance.

Former Takealot CEO Kim Reid said the company was set to become profitable in 2021 and was on track to achieve this goal.

Between 2019 and 2021, Takealot significantly reduced its losses which gave the market confidence that it would reach profitability in the 2022 financial year.

However, Naspers’ 2022 financial results revealed that Takealot recorded the same trading loss as the previous year – $7 million.

The $13 million loss over the last six months has now raised doubt about Takealot turning profitable in the 2023 financial year. The chart below shows Takealot’s interim losses for the past four years.

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Takealot’s slower growth rate and bigger loss raise concerns that it has reached the end of its strong growth phase.

It also means that Takealot is struggling to contain costs, with its operating costs outpacing its revenue growth. For Takealot to turn profitable, it will have to increase margins, reduce costs, and become more efficient.

However, it is easier said than done. The ecommerce giant is under increasing pressure from competitors, labour, and its marketplace partners.

Traditional brick-and-mortar retailers, including Massmart (Game, Makro, and Builders), JD Group (Everyshop), and TFG (Bash.com), are after a slice of Takealot’s market share.

The increased competition puts pressure on prices and margins, which may partly be why Takealot is struggling to turn a profit.

Another problem for Takealot is that it has become big enough to attract the attention of labour unions.

Hundreds of Takealot workers joined an unprotected strike at the company’s Montague Gardens warehouse in July. Work stopped, with employees demanding permanent positions and saying they were not treated fairly and equally.

It is now more difficult for Takealot to cut employee expenses and optimise its workforce for low and high seasons.

Another headache for the online retailer is the Competition Commission’s Online Platforms Market Inquiry’s provisional report.

The inquiry found a conflict of interest in Takealot operating a marketplace for third-party sellers and selling its own retail products. 

It argued that this could result in self-preferencing conduct, including product gating, preferential display ads and promotions, and unfair access to third-party data about successful products.

The report recommended an internal structural separation of retail from the marketplace to implement equitable and competitively neutral processes.

Although Takealot does not agree with some of the findings, it is an issue which can have significant implications for the company.

To add even more fuel to the fire, the world’s largest ecommerce company, Amazon, is planning to launch a local marketplace in South Africa next year.

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Amazon’s Prime membership programme will also reportedly be available to South Africans shortly after launch.

Amazon is well-known for its aggressive prices, and should it launch an online shopping marketplace in South Africa, there will be significant pricing pressure on Takealot.

Takealot must navigate all of these challenges with a new management team under the guidance of CEO Mamongae Mahlare. Mahlare, who served as Illovo Sugar South Africa managing director before joining Takealot, is new to ecommerce.

Numerous former executives, including founder and CEO Kim Reid, CFO Gary Altini, Superbalist founders Claude Hanan and Luke Jedeikin, and Mr D Food CEO Devin Sinclair, have left the company.

Takealot’s mounting challenges are clearly visible in the company’s financial results shown below.

Kelechi Deca

Kelechi Deca has over two decades of media experience, he has traveled to over 77 countries reporting on multilateral development institutions, international business, trade, travels, culture, and diplomacy. He is also a petrol head with in-depth knowledge of automobiles and the auto industry

Buoyed by Amazon’s Planned Launch,Takealot Embarks on Expansions

Takealot CEO Mamongae Mahlare

Naspers owned Takealot Group has announced plans to push its expansion strategy further into townships and growing its new grocery partnership to defend its market share, its CEO said in an interview on Thursday.

Takealot Group, which includes South Africa’s biggest e-commerce retailer Takealot.com, is pushing further into townships and growing its new grocery partnership to defend its market share.

Competition is expected to intensify following a report e-commerce giant Amazon.com will launch locally in the coming year.

The CEO Mamongae Mahlare said the group’s delivery network and local appeal would ensure it competed. “Our confidence lies in South Africans, lies in us as a homegrown South African business.”

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Even with our Mr D business, we’ve expanded into townships…

Takealot CEO Mamongae Mahlare
Takealot CEO Mamongae Mahlare

Mahlare said the company, owned by tech investment firm Naspers, already had pickup points in all provinces and the ability to deliver into smaller towns, but would “never be satisfied with where we’re at”.

“What we’ve been doing is making sure that we’re expanding our footprint so that whether you’re living in Lusikisiki or you’re living in Thembisa or uMlazi, you’re able to get delivery from Takealot.com or Superbalist,” she said.

E-commerce’s share of South Africa’s total retail sales more than tripled to around 5% from 2019 to 2021, according to Euromonitor International, but it lags behind many developing nations.

Without giving any investment figures, Mahlare said Takealot was investing to increase the penetration and take-up of its businesses, including on-demand food delivery Mr D Food and fashion online retailer Superbalist.

“Even with our Mr D business, we’ve expanded into townships, which were areas where we had previously had a target to grow into and so we’re progressing on that march,” she said.

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Mr D Food also entered the on-demand fresh grocery sector in partnership with grocery retailer Pick n Pay in August, to cash in on fast-growing demand for buying essentials online, a trend that has been boosted by pandemic lockdowns. 

Kelechi Deca

Kelechi Deca has over two decades of media experience, he has traveled to over 77 countries reporting on multilateral development institutions, international business, trade, travels, culture, and diplomacy. He is also a petrol head with in-depth knowledge of automobiles and the auto industry

Online Shops In South Africa Now Allowed To Sell All Products After Initial Restrictions 

Kim Reid, the CEO of Takealot

It is now possible to buy or sell anything online in South Africa except, in the meantime cigarettes and booze, as the country’s lockdown gradually enters Alert Level 4. By the terms of the new regulations published on Thursday, the range of items e-commerce sites in South Africa may sell are no longer placed under any limit. However, owners of the sites must comply entirely with the terms of the new regulations to prevent the spread of the coronavirus. The new directions takes effect immediately. 

Kim Reid, the CEO of Takealot
Kim Reid, the CEO of Takealot

“In order to limit the social and economic hardship caused by the pandemic on local industries and enable consumer choice to support local producers, retailers must give prominence to those goods which are manufactured in the Republic of South Africa,” the new rules read.

Here Is What You Need To Know

  • At the outset of South Africa’s coronavirus outbreak, the country quickly shut down all its online shops, one of the few countries in the world to do so. Under the order shutting down ecommerce, only essential goods were free to continue to be sold over the internet. The rule was however not exclusive to them as bricks-and-mortar retailers suffered the same fate.
  • However, President Cyril Ramaphosa has called up all the restrictions on both retail and e-commerce as the country gets ready for Alert Level 4, way ahead of a majority of South Africans who would only begin to move to Level 3 at the end of May.

We are very pleased to see that the government has decided to open up e-commerce at Level 4 fully, thank you,” said Kim Reid, the CEO of Takealot. “We have been at the forefront of the lobbying process as we believe that it is the safest way to transact at this time. We hope that it is not to late for many small businesses to make up for lost opportunities and save jobs.”

Online shops in South Africa can now sell as the country moves down the levels of coronavirus alerts

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In Summary, What The New Rules Say About How Online Shops Can Sell Over The Internet In South Africa

  • Under the new set of rules, South African online shoppers can now shop over a limitless range of items, from fancy bags to clothing, but not however cigarettes and booze.
  • The rule applies to all South Africans, even those who will not move to Level 3 as a result of high incidence of COVID-19 within their locations. The rule will also continue to apply despite any movement back and forth the levels, but certainly not above Level 4.
  • However, online shops must work hard to display only South African made goods as the new regulations warn against promotion of foreign goods which may be contaminated with the coronavirus. 
  • Again, under the new set of rules, online shops must “provide for as many payment options as possible for consumers, that are based on reducing risks of transmission, and enabling poorer consumers to access delivery services.”
  • The new rules also mandate online retailers to“provide written guidelines for customers on how to safely disinfect their goods before use.”
  • Receivers of any ware purchased online are also encouraged to sanitise everything they receive. They are — “and all residents within the immediate vicinity” — are now also required to wear face masks when receiving goods from couriers.

“e-Commerce can be a critical enabler to opening the economy through contactless transactions, which can reduce the movement of consumers, and the density of shoppers in retail spaces,” the section reads. “Further it can accelerate innovation, support local manufacturing and increase access by the informal market and poorer South Africans,” minister of trade, industry and competition Ebrahim Patel said, concerning the benefits of online sales during the pandemic.

Charles Rapulu Udoh

Charles Rapulu Udoh is a Lagos-based lawyer who has advised startups across Africa on issues such as startup funding (Venture Capital, Debt financing, private equity, angel investing etc), taxation, strategies, etc. He also has special focus on the protection of business or brands’ intellectual property rights ( such as trademark, patent or design) across Africa and other foreign jurisdictions.
He is well versed on issues of ESG (sustainability), media and entertainment law, corporate finance and governance.
He is also an award-winning writer.