Market directory
Market eCommerce
Region Africa & Middle East

eCommerce

Africa & Middle East

Highlights
Market definition
in-scope / out-of-scope
Reports special
  • Revenue in the eCommerce market amounts to US$20,744m in 2019.
  • Revenue is expected to show an annual growth rate (CAGR 2019-2023) of 7.2%, resulting in a market volume of US$27,417m by 2023.
  • The market's largest segment is Electronics & Media with a market volume of US$6,071m in 2019.
  • User penetration is 55.6% in 2019 and is expected to hit 59.9% by 2023.
  • The average revenue per user (ARPU) currently amounts to US$202.39.
Food & Personal CareFurniture & AppliancesToys, Hobby & DIYElectronics & MediaFashion
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The eCommerce market encompasses the sale of physical goods via a digital channel to a private end user (B2C). Incorporated in this definition are purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets nor digital purchase or resale of used, defective or repaired goods (reCommerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.
in-scope
  • Sale of physical goods via a digital channel to a private end user (B2C)
  • Purchases via desktop computer (including notebooks) and purchases via mobile devices (e.g. smartphones)
out-of-scope
  • Digital media (e.g. music downloads, eBooks)
  • Digitally distributed services (e.g. plane tickets)
  • B2B markets (e.g. Alibaba)
  • Resale of used goods (reCommerce)
  • Sales between private persons (e.g. Craigslist)
eCommerce Report 2018

eCommerce Report 2018

Statista Digital Market Outlook - Market Report
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Revenue (2019)
+11.6% yoy
US$20,744m
User (2019)
+3.4% yoy
102.5m
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Revenue User ARPU Global Comparison Users by age Payment types Key Market Indicators

Revenue Revenue Growth

in the eCommerce market in million US$ in percent

Reading Support Revenue in the eCommerce market amounts to US$20,744m in 2019. Reading Support The eCommerce market is expected to show a revenue growth of 10.7% in 2020.

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  • Revenue
  • Revenue Growth
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Revenue:

The “Revenue” box shows the forecasted revenue development of the selected market (market segment, region) for each year.


Revenue Growth:

The “Revenue Growth” box shows the year-over-year revenue development of the selected market (market segment, region) in percentage terms.

A definition and detailed explanation of the displayed markets can be found here.×

User Penetration Rate

in the eCommerce market in millions in percent

Reading Support In the eCommerce market, the number of users is expected to amount to 116.3m by 2023. Reading Support User penetration in the eCommerce market is at 55.6% in 2019.

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  • User
  • Penetration Rate
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User:

The “User” box shows the number of active paying customers (or accounts) of the selected market (market segment, region) in millions for each year.


Penetration Rate:

The “Penetration Rate” box shows the share of active paying customers (or accounts) from the total population of the selected market (market segment, region) for each year.

A definition and detailed explanation of the displayed markets can be found here.×

ARPU

in the eCommerce market in US$

Reading Support The average revenue per user (ARPU) in the eCommerce market amounts to US$202.39 in 2019.

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ARPU:

The “ARPU” box shows the average annual revenue per paying user of the selected market (market segment, region) for each year.

A definition and detailed explanation of the displayed markets can be found here.×

Global Comparison - Revenue

in the eCommerce market in million US$

Reading Support With a market volume of US$740,422m in 2019, most revenue is generated in China.

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Top 5
China
United States
United Kingdom
Japan
Germany
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Global Comparison – Revenue:

The “Revenue” tab shows a comparison of revenues for the leading economies in the selected market (market segment, region) and year.

A definition and detailed explanation of the displayed markets can be found here.×

Users by age Users by gender Users by income

in the eCommerce market in percent in percent in percent

Reading Support In the year 2017 a share of 35.2% of users is 25-34 years old. Reading Support In the year 2017 a share of 53.8% of users is male. Reading Support In the year 2017 a share of 35.9% of users is in the high income group.

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  • Users by age
  • Users by gender
  • Users by income
Info

Users by age:

The Users by age box shows the age distribution of users of the selected market (market segment, region) in age groups. The data is based on Statista's Global Consumer Survey.

Users by gender:

The Users by gender box shows the gender distribution of users of the selected market (market segment, region). The data is based on Statista's Global Consumer Survey. Data for countries that are not included in the Global Consumer Survey refer to the corresponding region.

Users by income:

The Users by income box shows the income distribution of users of the selected market (market segment, region) in tertiles. The data is based on Statista's Global Consumer Survey. Values shown are only based on survey respondents who answered the question regarding their income.

A definition and detailed explanation of the displayed markets can be found here.×

Payment types

in the eCommerce market in percent

Reading Support In 2019, 56% of total eCommerce purchases will be paid by Cards.

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Payment Type:

The Payment Type box shows the forecast of eCommerce customers’ payment preferences in each country and refers to the payment method share of the total gross merchandise volume per year.

Payment method definitions: Bank transfer: direct payments from one bank account to another. This payment type includes standard invoices and instant fund transfers from byer to merchant upon checkout (e.g. Sofort for the German market). Cards: credit, debit and prepaid cards from global providers such as Visa or Mastercard and established local card schemes. Cash on delivery: the payment is accepted by a courier upon delivery or by the cashier at the pickup location. Direct debits: an authorisation that permits the merchant to debit the payment from a buyer’s bank account. E-invoice: the electronic invoice is issued at the checkout by the payment provider, who performs an instant credit check and carries the fraud risk. The customer later pays directly using their preferred method (e.g. Klarna). E-wallet: third-party mobile and online payment platforms that enable online money transfers, such as Paypal or Alipay. A definition and detailed explanation of the displayed markets can be found here.×

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Key Market Indicators

The following Key Market Indicators give an overview of the demographic, economic and technological development of the selected region on the basis of general KPIs. The calculation of Statista’s Market Outlook is based on a complex market-driver logic including over 400 region-specific data sets.

2017201820192020202120222023 CAGR
(2017-2023)
Internet penetration in %
Percentage of individuals in the selected region using the internet | Source: Statista		 xx.x xx.x xx.x xx.x xx.x xx.x xx.x
GDP (current) in US$
Gross domestic product (in current prices, constant exchange rate) of the selected region per capita | Source: IMF		 xx,xxx xx,xxx xx,xxx xx,xxx xx,xxx xx,xxx xx,xxx
Households in m
Total number of households in the selected region. | Source: Statista		 xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Urban population share in %
Share of population in the selected region living in urban areas | Source: World Bank, Statista		 xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Population in m
Number of individuals (all ages) living in the selected region, the data reflect the United Nation's medium variant of World Population Prospects | Source: UN		 xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x
0-14 years in m
Number of individuals (age 0-14) living in the selected region, the data reflect the United Nation's medium variant of World Population Prospects | Source: UN		 xx.x xx.x xx.x xx.x xx.x xx.x xx.x
15-24 years in m
Number of individuals (age 15-24) living in the selected region, the data reflect the United Nation's medium variant of World Population Prospects | Source: UN		 xx.x xx.x xx.x xx.x xx.x xx.x xx.x
25-34 years in m
Number of individuals (age 25-34) living in the selected region, the data reflect the United Nation's medium variant of World Population Prospects | Source: UN		 xx.x xx.x xx.x xx.x xx.x xx.x xx.x
35-44 years in m
Number of individuals (age 35-44) living in the selected region, the data reflect the United Nation's medium variant of World Population Prospects | Source: UN		 xx.x xx.x xx.x xx.x xx.x xx.x xx.x
45-54 years in m
Number of individuals (age 45-54) living in the selected region, the data reflect the United Nation's medium variant of World Population Prospects | Source: UN		 xx.x xx.x xx.x xx.x xx.x xx.x xx.x
55+ years in m
Number of individuals (age 55 and older) living in the selected region, the data reflect the United Nation's medium variant of World Population Prospects | Source: UN		 xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Consumer spending (current) in US$
Average consumer spending per capita of private households in the selected region (in current prices, constant exchange rate) | Source: Statista		 x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx xx,xxx
Foodstuffs, beverages in US$
Consumer spending per capita for food and non-alcoholic beverages (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). The COICOP definition varies from the market definitions employed in the Consumer Market Outlook. It covers all private household spendings meant for consumption at home. In contrast, the Food market in the Consumer Market Outlook covers only certain segments of processed food and excludes for example fresh food, oils and fats and some other items. The markets for Alcoholic, Non-Alcoholic and Hot Drinks in turn not only include sales for at-home consumption (off-trade) but also sales to the on-trade sector (restaurants, bars, cafés) that are valued at wholesale prices. | Source: Statista		 x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx
Alcohol, tobacco in US$
Consumer spending per capita for alcoholic beverages, tobacco and narcotics (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). The COICOP definition varies from the market definitions employed in the Consumer Market Outlook. It covers all private household spendings meant for consumption at home. The market for Alcoholic, Non-Alcoholic and Hot Drinks not only include sales for at-home consumption (off-trade) but also sales to the on-trade sector (restaurants, bars, cafés) that are valued at wholesale prices. | Source: Statista		 xxx xxx xxx xxx xxx xxx xxx
Clothing, footwear in US$
Consumer spending per capita for clothing and footwear (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). Included are both consumption of goods as well as services (cleaning and cobblers). | Source: Statista		 xxx xxx xxx xxx xxx xxx xxx
Housing in US$
Consumer spending per capita for housing, water, electricity, gas and other fuels (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista		 x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx
Household in US$
Consumer spending per capita for furnishings, household equipment and routine maintenance of the house (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista		 xxx xxx xxx xxx xxx xxx xxx
Health in US$
Consumer spending per capita for health (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista		 xxx xxx xxx xxx xxx xxx xxx
Transport in US$
Consumer spending per capita for transport (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). This group inlcudes the purchase of vehicles, maintenenace of vehicles as well as transportation services. | Source: Statista		 xxx x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx
Communication in US$
Consumer spending per capita for communication (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista		 xxx xxx xxx xxx xxx xxx xxx
Recreation, culture in US$
Consumer spending per capita for recreation and culture (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista		 xxx xxx xxx xxx xxx xxx xxx
Education in US$
Consumer spending per capita for education (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista		 xxx xxx xxx xxx xxx xxx xxx
Restaurants, hotels in US$
Consumer spending per capita for restaurants and hotels (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista		 xxx xxx xxx xxx xxx xxx xxx
Other in US$
Consumer spending per capita for miscellaneous goods and services (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). These include personal care products and services, personal items like watches and jewellery as well as all other products and services not mentioned elsewhere. | Source: Statista		 xxx xxx xxx xxx xxx xxx xxx
Telecommunication
Click arrow to expand
Average connection speed in kbits/s
Average internet connection speed in Kbits/s. | Source: Akamai, Statista		 x,xxx xx,xxx xx,xxx xx,xxx xx,xxx xx,xxx xx,xxx
Broadband subscriptions per 100 capita
Number of-fixed broadband subscriptions per 100 inhabitants. | Source: World Bank, Statista		 xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Smartphone penetration in %
Percentage of individuals from the total population using a smartphone on a monthly basis | Source: Statista		 xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Hardware market
Click arrow to expand
Per-capita volume mobile phones in units
Average per capita sales of mobile phones in units | Source: Statista		 x.xx x.xx x.xx x.xx x.xx x.xx x.xx
Per-capita volume laptops in units
Average per capita sales of laptops and tablets in units | Source: Statista		 x.xx x.xx x.xx x.xx x.xx x.xx x.xx
Per-capita volume desktop PCs in units
Average per capita sales of Desktop-PCs in units. | Source: Statista		 x.xxx x.xxx x.xxx x.xxx x.xxx x.xxx x.xxx
Per-capita revenue mobile phones in US$
Average revenue of mobile phones per capita | Source: Statista		 xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x
Per-capita revenue laptops in US$
Average revenue of laptops and tablets per capita. | Source: Statista		 xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Per-capita revenue desktop PCs in US$
Average revenue of Desktop-PCs per capita. | Source: Statista		 x.x x.x x.x x.x x.x x.x x.x
Source: Statista, December 2018; Selected region only includes countries listed in the Digital Market Outlook
Source: Statista, December 2018, based on IMF, World Bank, UN and Eurostat
Selected region only includes countries listed in the Digital Market Outlook

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