skip to main content
Close Icon

In order to deliver a personalized, responsive service and to improve the site, we remember and store information about how you use it. This is done using simple text files called cookies which sit on your computer. By continuing to use this site and access its features, you are consenting to our use of cookies. To find out more about the way Informa uses cookies please go to our Cookie Policy page.

Global Search Configuration

Introduction

The e-commerce opportunity in Africa is being driven by some powerful forces, and a dynamic ecosystem is emerging. But the optimism that characterizes the market can create a tendency to overstate the opportunity and overlook the challenges.

Highlights

  • African e-commerce platforms are on the rise. Africa is becoming a hub for technology innovation, and a small but growing number of local, start-up e-commerce platforms have emerged. They are driving the market and attracting significant investment.
  • A confluence of powerful forces is driving growth in e-commerce. E-commerce in Africa is being driven by some powerful developments that cut across economic, social, technology, and retail dynamics.

Features and Benefits

  • Explains how the e-commerce ecosystem is developing in Africa, including rising e-commerce platforms and the role of mobile money services.
  • Illustrates the key drivers of and barriers to e-commerce in Africa.

Key questions answered

  • What are the key e-commerce platforms in Africa?
  • What role will mobile payments play in driving e-commerce?

Table of contents

Summary

  • In brief
  • Ovum view
  • Recommendations

The big picture

  • Confidence in e-commerce is growing
  • A confluence of powerful drivers for e-commerce
  • Multiple barriers need to be dismantled for optimum growth
  • African e-commerce in the global context

An emerging e-commerce ecosystem

  • African e-commerce start-ups are a magnet for investment
  • Close-up on AIG – a pan-African e-commerce leader
  • All-important logistics players are also attracting attention
  • Homegrown payment gateways come to the fore
  • The central role of mobile money and m-payments
  • Close-up on Orange’s e-commerce drive in Africa

Market outlook

  • A promising yet fragmented market
  • Regional scale and efficiencies are hard to achieve
  • Beware of an overheated market
  • Achieving profitability is a major challenge in Africa

Appendix

  • Methodology
  • Further reading
  • Author

Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700


Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

+44 (0) 207 551 9047 - Operational from 09.00 - 17.00 UK time

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - +44 (0) 207 017 7760 or email us at pr@ovum.com

Contact marketing - marketingdepartment@ovum.com

Already an Ovum client? Login to the Knowledge Center now