Kalahari.com introduces more shopping for moms
New categories, including a baby category, make online shopping a real convenience for moms at kalahari.com.
70% of moms admit to splurging on baby necessities but moms have been slow to adopt the convenience of online shopping.

The 2012 kalahari.com baby shopping survey reveals:

  • 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 baby shopping survey conducted by kalahari.com, South Africa’s leading online retailer, gathered answers from a sample size of more than 200 moms.

The 2011 Mastercard survey 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). In contrast, the baby shopping survey reveals that moms are slow to adopt to the convenience of online shopping when it comes to purchasing baby products, with only 4% revealing that they shop online for these items.  

With 49% of moms revealing they have less than 2 hours to themselves per day, and an additional 19% stating they bear the burden of single parenthood, the stark question is:  why are we not embracing the convenience of online shopping?

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

Why is online shopping is a perfect solution for moms?

Convenience : In comparison to a brick and mortar store with fixed hours, moms can choose any time of the day or night to shop. ‘’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.  The survey reveals 49% of moms have less than 2 hours per day for themselves. Online shopping is a simple solution.”, smiles Hillock.

Access anywhere:  While online shopping is growing exponentially in South Africa, it is mobile and tablet shopping that is now really taking hold. The recent kalahari.com mobile survey revealed that, of the 6000 respondents, 78.3% of connected South Africans own a smart phone and 74.2% access the internet everyday. “There are no longer barriers to shopping on your mobile phone, be it from home or from play group” says Hillock. “Over 37% of respondents say they have already shopped on their mobile phone, with a further 63% considering it in the near future. You really can shop from anywhere.”

Unlimited choice: While brick and mortar stores have a finite amount of space to feature products and hold stock, online stores host millions of products on their virtual shelves. There is a world of kids books and movies, for example, that is now only available online. 

Cost-saving:  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 kalahari.com pass on savings to the customer, so financial cost-saving is in reality a compelling reason to shop online” says Hillock. 

kalahari.com’s new baby category to meet moms’ fundamental needs

With 94% of mothers saying that the mall is still their preferred shopping destination despite their busy schedule, it is fair to assume that there is a gap in the online retailing market for the items mommies need for their newborns. kalahari.com has heard the plea and has added a baby category to its already wide offerings.

‘’We are always finding ways to sastify our consumers and meet their needs. We believe that our newly launched baby category is closing a gap. In a time when most moms need to work and care for their children, going to the shop has become a chore, and the new baby range from kalahari.com gives moms a new and exciting option,’’ adds Hillock.

Kalahari.com’s baby category has got it all covered from entertainment and toys, baby essentials such breast pumps and bottles to car seats and carriers, nursery décor and bedding.

‘’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 spend just being a mom, which is a precious commodity in today’s fast paced world,’’concludes Hillock.

About kalahari.com

A pioneer in the South African e-commerce industry, kalahari.com is the market leader in South African online retailing. Established in 1999, kalahari.com is SA’s largest online retailer of millions of books, eBooks, music, DVDs, games, cameras, and electronics.

Media release from kalahari.com

September, 2012

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