The rise of e-commerce across Africa

Statista trend report on the growth of Africa's e-commerce market

The rise of e-commerce across Africa

With the spread of the internet and telecommunication technologies, the e-commerce industry has been growing rapidly in Africa. Young demographics, high mobile phone penetration, and increased use of digital payments are driving the growth of online shopping on the continent. However, some factors are preventing Africa’s e-commerce sector to reach the size of the American or European markets.

This report explores the recent developments in Africa’s e-commerce landscape, with a focus on five key markets (Egypt, Kenya, Morocco, Nigeria, and South Africa). It provides insights on internet use, online marketplaces, e-commerce users, payment methods, and e-commerce revenue.

Table of contents

Internet use

  • Internet users and penetration
  • Mobile internet

Online marketplaces
  • Leading online marketplaces​
  • COVID-19 impact
  • Industry focus: food and groceries

E-commerce users
  • Demographics
  • Consumer preferences and behaviors
  • Mobile e-commerce

Payment landscape
  • Banking penetration
  • Online payments
  • Mobile money

E-commerce revenues
  • Main segments
  • Average revenue per user

Conclusion and outlook

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