Grocery delivery services have been on the rise across the world as consumers seek convenience and safety amidst the COVID-19 pandemic. Togo, a small West African country, is no exception to this trend.
Customer preferences: In Togo, customers are increasingly turning to online grocery delivery services due to the convenience they offer. Busy schedules and traffic congestion in urban areas have made it difficult for consumers to physically visit grocery stores. Additionally, the COVID-19 pandemic has heightened awareness about the importance of social distancing and avoiding crowded places, leading many consumers to opt for online grocery delivery services.
Trends in the market: The grocery delivery market in Togo has seen significant growth in recent years. This can be attributed to the increasing availability of smartphones and internet access, which has made it easier for consumers to access online grocery delivery platforms. Furthermore, the rise of e-commerce platforms and the entry of new players into the market have increased competition, driving innovation and improving service quality.
Local special circumstances: Togo's grocery delivery market is unique due to the country's small size and relatively low internet penetration rate. However, this has not deterred companies from entering the market and competing for market share. The market is dominated by local players, who have a better understanding of the local market and consumer preferences. These players have been able to leverage their local knowledge to offer tailored services and build customer loyalty.
Underlying macroeconomic factors: Togo's economy has been growing steadily in recent years, with a focus on diversifying the economy beyond agriculture. This has led to increased investment in technology and infrastructure, which has improved internet access and made it easier for consumers to access online services. Additionally, the government has implemented policies to promote entrepreneurship and innovation, which has led to the emergence of new players in the grocery delivery market. However, challenges such as limited access to finance and a lack of skilled labor remain, hindering the growth of the market.
Data coverage:
The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.Modeling approach / Market size:
Market sizes are determined through a bottom-up approach, building on predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.Additional notes:
The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.
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