Woolworths is looking to grab a larger share of the rapidly growing online shopping market by allowing customers to order directly from its mobile app. Woolworths, citing a PayPal and Ipsos cross-border e-commerce report, said online shopping in South Africa is expected to grow by 19% this year, with an estimated R18bn ($1.25bn) worth of sales projected to take place on local websites. More than 60% of traffic to Woolworths' South African website comes from customers browsing on their mobile phones, while there has been a 64% increase in mobile transactions over the last year. Online shopping for groceries is still in its early stages in the country, with only Woolworths and grocery retailer Pick n Pay offering the service. Customers will be able to use Woolworth's upgraded app to shop, view reward points, manage financial services products, and see live stock levels, making it the only fully integrated retail app in the country. Customers can also scan the barcode of products in their fridge or cupboard and add them to their online shopping cart. Woolworths saw a 34% increase in overall online sales in the year to the end of June, with fashion, beauty and home online sales rising 77%.