Number of e-commerce users in selected African countries 2025-2029

Data provided by Statista Market Insights are estimates.

Definition:

eCommerce, short for electronic commerce, refers to the sale of physical goods via a digital channel to a private end consumer (B2C). This definition encompasses purchases via desktop computers (including notebooks and laptops) as well as purchases via mobile devices (e.g., smartphones and tablets) through a website or mobile application. The eCommerce market includes businesses that operate solely online, as well as those that have a physical presence but also sell products or services online. eCommerce encompasses a wide range of industries, from retail and consumer goods to travel and hospitality, and is a rapidly growing segment of the global economy. The rise of eCommerce has enabled businesses to reach customers worldwide, increase sales, and offer new and innovative products and services.

Structure:

eCommerce consists of 14 different markets:

• The Beverages market contains the sale of various types of beverages through digital channels which covers a wide range of products, such as beverages, including alcoholic and non-alcoholic drinks, tea, coffee, and energy drinks.
• The Food market contains the sale of food-related products through digital channels to provide consumers with a convenient and accessible way to purchase groceries and specialty food items.
• The Tobacco Products market comprises digital sales from cigarettes, cigars, e-cigarettes, and smoking tobacco.
• The Household Essentials market includes the sale of products related to home care, laundry care, and household essentials through digital channels which covers a wide range of products such as dishwashing detergents, household cleaners, baby diapers, face masks, feminine hygiene or paper tissues.
• The Beauty & Personal Care market includes online sales of products related to haircare, makeup, and fragrances.
• The Fashion market includes the sale of clothing, shoes, and accessories through digital channels from a wide range of brands, designers, and retailers.
• The Eyewear market includes online sales of contact lenses, eyewear frames, spectacle lenses, and sunglasses through digital channels.
• The Electronics market comprises the sale of electronic devices, gadgets, and accessories through digital channels which includes products, such as smartphones, laptops, cameras, and smart home devices.
• The Furniture market comprises the sale of furniture and home decor products through digital channels which covers a wide range of furniture products, including sofas, beds, chairs, and tables.
• The OTC Pharmaceuticals market comprises a variety of personal health products sold online, such as analgesics, cold & cough remedies, digestives, vitamins, and supplements.
• The Toys & Hobby market contains the sale of products related to hobbies and leisure activities through digital channels including toys, games, puzzles, model kits, and crafting supplies.
• The Luxury Goods market refers to the online sales of high-end and premium products, such as designer clothing, accessories, jewelry, and watches.
• The DIY and Hardware Store market refers to the online retail sector that focuses on the sale of do-it-yourself (DIY) and hardware products. This market includes a wide range of products such as power tools, hand tools, building materials, electrical supplies, plumbing supplies, and gardening equipment.
• The Media market includes the sale of media-related products through digital channels which covers products, such as books, music, movies, and video games.

Additional Information:

eCommerce comprises revenues, users, average revenue per user, and penetration rates. Revenues are derived from annual filings, national statistical offices, Google- and Alibaba-Trends, and industry knowledge. Sales Channels show online and offline revenue shares, as well as, desktop and mobile sales distribution. Revenues include VAT. The market only displays B2C revenues and users for the above-mentioned markets, hence C2C, B2B, and reCommerce are not included. Additional definitions can be found on each respective market page.

Key players in the market are companies like Amazon, JD, Taobao, Tmall, Apple and Walmart.