With more than 40 million users, Nigeria was the African nation with the highest number of Internet users in December 2011, followed by Egypt and Morocco. Meanwhile, Internet penetration was the highest in Morocco with almost 50%. South Africa on the other hand, was the country with the most successful B2C E-Commerce platforms. In 2011, various factors still curbed online retail on the entire continent, such as the low Internet penetration and the focus on cash transactions and personal relationships. Recently, however, mobile payment methods have become increasingly popular, promoting B2C E-Commerce growth in 2012.