If we think back 10 to 15 years ago, we could not have imagined shopping online or the increasing importance of online retail in today’s society. Now, we can shop for almost anything from our personal computers, smartphones and tablets; from anywhere in the country and have it delivered to our doorstep. According to an ecommerce report issued by Effective Measure / IAB South Africa during February 2014, roughly 23% of online shoppers in South Africa buy using their tablets and another 23% purchase using their smartphones.
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