E-commerce in Africa

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Statista Dossier on e-commerce in Africa

E-commerce in Africa has been growing at very high rates in the last years. Through its vast population, Africa has a very large digital audience. This Statista Dossier provides the key information on online shopping in Africa. This study focuses on the whole continent, with particular attention to the most competitive markets: Nigeria, South Africa, Egypt, Morocco, and Kenya. After an overview on internet connection in Africa, the dossier shows data on revenue, demographics of digital buyers, and online retail penetration. Thereafter, four chapters follow, depicting data on main players, shopping apps, payment methods, and shopping behavior.

Table of contents

  • 1. Market overview
    • Number of e-commerce users in Africa 2017-2024

    • E-commerce revenue in Africa 2017-2024, by sector

    • Percentage change in e-commerce revenue in Africa 2018-2024, by sector

    • E-commerce spending per online shopper in Africa 2017-2024

    • E-commerce retail as share of total retail in Africa 2020, by country

    • E-commerce users in Africa 2019, by gender

    • E-commerce users in Africa 2019, by age

    • Share of mobile e-commerce in Africa 2020, by country

  • 2. Internet connectivity
    • Africa: number of internet users in selected countries 2019

    • Share of internet users in Africa 2009-2020

    • Internet penetration rate in Africa 2020, by region

    • Internet penetration in Africa, by country

  • 3. Main players
    • Number of web visitors of Jumia in Africa 2017-2019

    • Visits on Jumia on selected domains in Africa 2020

    • Quarterly GMV of Jumia Technologies AG 2017-2020

    • Active customers of Jumia Technologies AG 2017-2020

    • Number of visits on takealot.com 2020

    • Number of visits on konga.com 2020

    • Number of visits on bidorbuy.co.za 2020

    • Number of visits on zando.co.za 2020

  • 4. Shopping Apps
    • Popular shopping apps in Google Play Store in Nigeria 2020

    • Popular shopping apps in Google Play Store in South Africa 2020

    • Popular shopping apps in Google Play Store in Kenya 2020

    • Popular shopping apps in Google Play Store in Egypt 2020

  • 5. Payment methods
    • Distribution of online payment methods in Africa 2020, by country

    • Population purchasing or paying bills online in Africa 2019, by country

    • Transaction volume of digital payment platforms in Africa 2018-2020

    • Customers of selected financial services in Africa 2018-2020

    • Customers of M-Pesa from 2017 to 2020

    • Transaction value of JumiaPay 2018-2020

  • 6. Shopping behavior in selected countries
    • Online shoppers in Egypt and South Africa 2019

    • Online shopping with mobile devices in Egypt and South Africa 2019

    • Products mostly bought / ordered online in Morocco 2020

    • Opinions on online shopping in Morocco 2020

    • Online purchases by category in Nigeria 2020

    • Attitudes towards online shopping in Nigeria 2020

    • Online purchases by category in South Africa 2020

    • Online purchases by category in Kenya 2020

    • Online purchases by category in Egypt 2020

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