Online shoppers in Africa by age

In 2019, users aged 25 to 34 years represented the largest group of online shoppers in Africa, holding a share of 31 percent. Digital buyers aged 18 to 24 years and 35 to 44 years made up the second largest groups, with 24 percent of the total share, respectively.

Distribution of online shoppers in Africa in 2019, by age

Characteristic	Share of online shoppers
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Release date

July 2020

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Region

Africa

Survey time period

July 2020

Supplementary notes

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.

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