E-commerce in Ghana - statistics & facts

Online purchases in Ghana have experienced continuous growth over the last few years. This development has been facilitated by several factors, such as the nationwide provision and accessibility of internet and payment services. As of 2023, the penetration rate of the e-commerce market in Ghana stood at 12.52 percent. This share increased from 12.4 percent in 2018 and is expected to reach nearly 17 percent by 2028. Likewise, the number of internet users has gradually expanded. Moreover, as of 2023, close to 10 million consumers made digital payments in Ghana, thereby contributing to the monetary value of digital transactions registered that year. Consequently, e-commerce market revenue has significantly risen in the country. From 2022 to 2023, revenue registered an estimated eight percent increase. Specifically, e-commerce revenue was highest in the fashion and electronics segments.

Development of online marketplaces

The use of online marketplaces in Ghana was apparent in the 2010s. In 2013, Tonaton.com was established in the country, while Jumia Ghana was launched about a year later. Together with Jiji Ghana, these are the leading online shopping platforms in the country today. Specifically, while around 15 million annual online visitors were on Jumia Ghana, the number for Jiji and Tonaton reached approximately 12 million and eight million, respectively. In 2020, nearly 50 million people accessed online marketplaces in Ghana. Although the number decreased compared to the previous year, it represented growth in e-commerce over time. In terms of devices used to access online marketplaces, smartphones and tablets were predominant compared to desktops. Mobiles accounted for over 75 percent of the devices used by visitors in 2020. Furthermore, more men than women used online marketplaces.

How are consumers searching and buying online?

In 2023, Google was the most common online search engine in Ghana. Moreover, online consumers often used search engines and social networks to research brands. The electronics and general retail categories were the most browsed e-commerce websites in the country. For instance, as of 2022, the average monthly traffic for the electronics e-commerce category amounted to over nine million visits, while the count for the fashion category reached only 141,000. Every week, online shoppers either buy a new or second-hand product, compare prices, order groceries, or use a buy now pay later service. Among these users, the share of people who purchased a product or service online reached around 24 percent in the third quarter of 2022. Overall, the online population primarily protected their digital privacy either by remaining anonymous when using online services or by declining cookies.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Doris Dokua Sasu, Dec 15, 2023

Key insights

Number of online marketplaces' visitors
50m
Leading online marketplace
Jumia (15m annual visitors)
Age group of most marketplace visitors
25-34yrs (34.4%)
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Ecommerce market penetration rate in Ghana 2022, by segment

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Forecast of the e-commerce market users in Ghana from 2019 to 2029 (in million)

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Forecast of the e-commerce market users in Ghana 2019-2029

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