• E-commerce revenue by sector in Africa

The revenue generated by online shopping in Africa was estimated to increase significantly in the next years. According to forecasts made by Statista, the sector of food and cosmetics was projected to experience the largest increase among the different categories, with a growth of roughly 56 percent in 2020 and 33 percent in 2021. However, the most valuable sectors are those of fashion, and electronics and media. The revenue of online fashion could reach almost 4.8 billion euros in 2020 and up to nine billion euros in 2024.

E-commerce revenue in Africa in 2017 and 2019, with a forecast from 2020 to 2024, by sector (in million euros)

Characteristic	Furniture and household	Fashion	Food and cosmetics	Electronics and media	Toys, hobbys, and DIY
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Release date

July 2020

More information

Region

Africa

Survey time period

July 2020

Supplementary notes

* Forecast
The forecast was adapted to the impact of COVID-19.
The eCommerce market includes the sale of only physical goods via a digital channel (from all types of devices) to a private end user (B2C). Cross-border purchases are attributed to the country of the buyer. The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streaming services (see instead: Digital Media), online booking of plane and concert tickets, etc. B2B eCommerce and purchase or resale of goods (reCommerce and C2C) are not included. All monetary figures refer to the B2C sales before the deduction of VAT and do not factor in shipping costs.
More information on the methodology can be found here.