Africa E-Commerce Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2023-2028

Africa E-Commerce Market

The Africa e-commerce market is expected to exhibit a growth rate (CAGR) of 26.5% during 2023-2028.

Electronic commerce, commonly known as E-commerce, stands for the commercial transaction of goods or services over the internet. These transactions are primarily deployed on various business models, including business-to-customer (B2C), business-to-business (B2B), customer-to-customer (C2C), and customer-to-business (C2B). E-commerce platforms provide several advantages in comparison with conventional brick-and-mortar solutions, such as controlled inventory cost, improved profit margins, numerous discounts, hassle-free delivery of goods and services, etc. As a result, these platforms are widely adopted across various industries, including retail, consumer electronics, travel and leisure, FMCG, etc.

In Africa,

the increasing penetration of smart devices along with the growing internet connectivity has led to the emergence of e-commerce platforms. Moreover, the changing consumer inclination from brick-and-mortar retail channels towards online stores for hassle-free shopping experience is further augmenting the market growth. In line with this, the introduction of digital trends in the retail sector for enhancing product sales and reaching out to a larger consumer base is also propelling the market for e-commerce platforms in Africa. Additionally, several regional organizations are getting inclined towards e-commerce solutions for minimizing overhead operational costs and improving business efficiency. Apart from this, the growing integration of e-commerce platforms with various advanced technologies, such as artificial intelligence, predictive analytics, cloud computing, etc., is also bolstering the market growth in the region. In the coming years, the increasing penetration of numerous international e-commerce companies leading to several innovations in point-of-sale terminals, mobile payment solutions, and app-based commercial platforms will continue to drive the E-commerce market in Africa.

E-commerce in Africa, Africa E-Commerce Market

Key Market Segmentation:

IMARC Group provides an analysis of the key trends in each sub-segment of the Africa e-commerce market report, along with forecasts at the regional and country level from 2023-2028. Our report has categorized the market based on business model, mode of payment, service type and product type.

Breakup by Business Model:

  • B2C
  • B2B
  • C2C
  • Others

Breakup by Mode of Payment:

  • Payment Cards
  • Online Banking
  • E-Wallets
  • Cash-On-Delivery
  • Others

Breakup by Service Type:

  • Financial
  • Digital Content
  • Travel and Leisure
  • E-Tailing
  • Others
Breakup by Product Type:
  • Groceries
  • Clothing and Accessories
  • Mobiles and Electronics
  • Health and Personal Care
  • Others

Breakup by Country:

Competitive Landscape:

The competitive landscape of the industry has also been examined with some of the key players being Alibaba Group, Amazon.com, Inc., Avito Holding AB, Bidorbuy.com Inc., DHL International GmbH, DealDey Ltd., eBay Inc., GumTree.com Limited, Jiji Press Ltd., Jumia Technologies AG, Konga Online Shopping Ltd., Naspers Ltd., and OLX Group.

Report Coverage:

Report FeaturesDetails
Base Year of the Analysis2022
Historical Period2017-2022
Forecast Period2023-2028
UnitsUS$ Million
Segment CoverageBusiness Model, Mode of Payment, Service Type, Product Type, Country
Countries CoveredSouth Africa, Nigeria, Egypt, Morocco, Kenya, Others
Companies CoveredAlibaba Group, Amazon.com, Inc., Avito Holding AB, Bidorbuy.com Inc., DHL International GmbH, DealDey Ltd., eBay Inc., GumTree.com Limited, Jiji Press Ltd., Jumia Technologies AG, Konga Online Shopping Ltd., Naspers Ltd., and OLX Group
Customization Scope10% Free Customization
Report Price and Purchase OptionSingle User License: US$ 2699
Five User License: US$ 3699
Corporate License: US$ 4699
Post-Sale Analyst Support10-12 Weeks
Delivery FormatPDF and Excel through Email (We can also provide the editable version of the report in PPT/Word format on special request)

Key Questions Answered in This Report

1. What is the expected growth rate of the Africa e-commerce market during 2023-2028?

      – We expect the Africa e-commerce market to exhibit a CAGR of 26.5% during 2023-2028.

2. What are the key factors driving the Africa e-commerce market?
  • The rising penetration of smart devices, along with the growing utilization of e-commerce platforms, as they provide various benefits, including controlled inventory cost, improved profit margins, hassle-free delivery of goods and services, etc., is primarily driving the Africa e-commerce market.
3. What has been the impact of COVID-19 on the Africa e-commerce market?
  • The sudden outbreak of the COVID-19 pandemic has led to the increasing adoption of e-commerce platforms across several African nations, owing to the changing consumer inclination from conventional brick-and-mortar distribution channels towards online retail platforms, during the lockdown scenario.
4. What is the breakup of the Africa e-commerce market based on the product type?
  • Based on the product type, the Africa e-commerce market can be bifurcated into groceries, clothing and accessories, mobiles and electronics, health and personal care, and others. Currently, clothing and accessories exhibit a clear dominance in the market.
5. What are the key regions in the Africa e-commerce market?

 – On a regional level, the market has been classified into South Africa, Nigeria, Egypt, Morocco, Kenya, and others, where South Africa currently dominates the Africa e-commerce market.

6. Who are the key players/companies in the Africa e-commerce market?

Some of the major players in the Africa e-commerce market include Alibaba Group, Amazon.com, Inc., Avito Holding AB, Bidorbuy.com Inc., DHL International GmbH, DealDey Ltd., eBay Inc., GumTree.com Limited, Jiji Press Ltd., Jumia Technologies AG, Konga Online Shopping Ltd., Naspers Ltd., and OLX Group.

Africa e-commerce

The Africa e-commerce market has been growing rapidly in recent years, driven by increasing internet and mobile phone penetration rates, rising consumer spending, and a growing middle class. According to a report by McKinsey & Company, the e-commerce market in Africa is expected to reach $75 billion by 2025, up from $8 billion in 2013.

Some of the key players in the Africa e-commerce market include Jumia, Konga, Kilimall, Takealot, and Souq. These companies offer a range of products and services, from fashion and electronics to groceries and health and beauty products.

However, the Africa e-commerce market still faces several challenges, including poor logistics infrastructure, limited payment options, and low digital literacy rates in some regions. Nevertheless, with the continued growth of internet and mobile phone usage in Africa, the e-commerce market is expected to continue to expand in the coming years.

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