eCommerce - Africa | Statista Market Forecast

Revenue in the eCommerce market is projected to reach US$49.02bn in 2023.
Revenue is expected to show an annual growth rate (CAGR 2023-2027) of 13.90%, resulting in a projected market volume of US$82.49bn by 2027.
With a projected market volume of US$1,396.00bn in 2023, most revenue is generated in China.
In the eCommerce market, the number of users is expected to amount to 609.3m users by 2027.
User penetration will be 34.6% in 2023 and is expected to hit 44.3% by 2027.
The average revenue per user (ARPU) is expected to amount to US$112.80.

The eCommerce market comprises 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). 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, and the 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 computers (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)

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