eCommerce

Africa & Middle East

Highlights
Market definition
in-scope / out-of-scope
Reports special
  • Revenue in the eCommerce market amounts to US$20,721m in 2018.
  • Revenue is expected to show an annual growth rate (CAGR 2018-2022) of 11.0%, resulting in a market volume of US$31,445m by 2022.
  • The market's largest segment is Electronics & Media with a market volume of US$6,304m in 2018.
  • User penetration is 54.6% in 2018 and is expected to hit 58.8% by 2022.
  • The average revenue per user (ARPU) currently amounts to US$209.01.
FashionElectronics & MediaFood & Personal CareFurniture & AppliancesToys, Hobby & DIY
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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 (2018)
+13.0% yoy
US$20,721m
User (2018)
+3.4% yoy
99.1m
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Revenue User ARPU Users by age Global Comparison 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$20,721m in 2018. Reading Support The eCommerce market is expected to show a revenue growth of 15.7% in 2019.

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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 112.9m by 2022. Reading Support User penetration in the eCommerce market is at 54.6% in 2018.

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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$209.01 in 2018.

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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.×

Users by age Users by income Users by gender

in the eCommerce market in percent in percent in percent

Reading Support In the year 2017 a share of 34.8% of users is 25-34 years old. Reading Support In the year 2017 a share of 35.8% of users is in the high income group. Reading Support In the year 2017 a share of 54.4% of users is male.

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  • Users by age
  • Users by income
  • Users by gender
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 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.

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.

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$636,087m in 2018, most revenue is generated in China.

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Top Countries
China
United States
Japan
United Kingdom
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.×
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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.

2016201720182019202020212022 CAGR
(2016-2022)
Mobile Phones Volume / Capita in units
Average per capita sales of mobile phones in units | Source: Statista Analysis		 x.xx x.xx x.xx x.xx x.xx x.xx x.xx
Laptops Volume / Capita in units
Average per capita sales of laptops and tablets in units. | Source: Statista Analysis		 x.xx x.xx x.xx x.xx x.xx x.xx x.xx
Desktop-PCs Volume / Capita in units
Average per capita sales of Desktop-PCs in units. | Source: Statista Analysis		 x.xxx x.xxx x.xxx x.xxx x.xxx x.xxx x.xxx
Mobile Phones Revenue / Capita in US$
Average revenue of mobile phones per capita | Source: Statista Analysis		 xx.x xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x
Laptops Revenue / Capita in US$
Average revenue of laptops and tablets per capita. | Source: Statista Analysis		 xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Desktop-PC Revenue / Capita in US$
Average revenue of Desktop-PCs per capita. | Source: Statista Analysis		 x.x x.x x.x x.x x.x x.x x.x
Smartphone Penetration in %
Percentage of individuals from the total population using a smartphone on a monthly basis. | Source: Statista Analysis		 xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Internet Penetration in %
Percentage of individuals from the total population using the internet on a monthly basis. | Source: Statista Analysis		 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 Analysis		 xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Consumer Spending / Capita in US$
Average consumer spending per capita of private households in the selected region | Source: Statista Analysis, based on UN, World Bank, IMF, Eurostat and national statistical offices		 x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx
GDP / Capita in US$
Gross domestic product of the selected region in relation to the total population. | 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 Analysis		 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. | Source: World Bank, Statista Analysis		 xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x
0-15 years in m
Number of individuals (age 0-15) living in the selected region. | Source: World Bank, Statista Analysis		 xx.x xx.x xx.x xx.x xx.x xx.x xx.x
16-24 years in m
Number of individuals (age 16-24) living in the selected region. | Source: World Bank, Statista Analysis		 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. | Source: World Bank, Statista Analysis		 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. | Source: World Bank, Statista Analysis		 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. | Source: World Bank, Statista Analysis		 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. | Source: World Bank, Statista Analysis		 xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Telecommunication
Click arrow to expand
Average Connection Speed in kbits/s
Average internet connection speed in Kbits/s. | Source: Akamai, Statista Analysis		 x,xxx x,xxx xx,xxx xx,xxx xx,xxx xx,xxx xx,xxx
Fixed Broadband Subscription / 100 Capita
Number of fixed broadband subscriptions per 100 inhabitants. | Source: World Bank, Statista Analysis		 xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Source: Statista, August 2018; Selected region only includes countries listed in the Digital Market Outlook
Source: Statista, August 2018, based on IMF, World Bank, UN and Eurostat
Selected region only includes countries listed in the Digital Market Outlook

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