The 2022 B2C E-Commerce Market in Africa: Africa’s B2C E-Commerce Growth Boosted by Mobile Technology –

DUBLIN–(BUSINESS WIRE)–The “Africa B2C E-Commerce Market 2022” report has been added to’s offering.

Rapid B2C E-Commerce sales and Internet penetration growth in Africa projected

E-Commerce currently accounts for a small percentage share of total retail sales in Africa, indicating a major potential for future growth. Most of this growth comes from the rising Internet penetration across all countries in Africa, bringing a higher adoption of online shopping practices by Africa’s emerging consumers.

South Africa and Nigeria display a higher card adoption than Egypt, Kenya and Morocco

Africa’s largest B2C E-Commerce markets include South Africa and Nigeria, having the highest E-Commerce sales values in comparison to Egypt, Kenya and Morocco. In both countries, the majority of payments were conducted with cards, compared to a bigger share of the total payments stemming from cash-based payments in Egypt, Morocco and Kenya. In terms of local competition, one of the leading companies in these markets includes Nigeria-based Jumia. Jumia and other regional players face strong competition from cross-border online shopping platforms such as AliExpress and Amazon, which are gaining popularity among digital consumers in Africa.

Key Topics Covered:

1. Management Summary

2. Regional

  • Internet Users in Africa, in millions, and Share of Worldwide Internet Users, in %, 2021e-2025f
  • B2C Internet Penetration in Africa, in % of Population, by Sub-Region, February 2022
  • Internet Penetration in Africa, by Selected Countries, incl. Egypt, Kenya, Morocco, Nigeria, South Africa, in % of Population, March 2021
  • Mobile Internet Users in Sub-Saharan Africa, in millions, and Mobile Internet Penetration, in % of Population, 2020-2025f
  • Breakdown of Internet Traffic in Africa, by Device, in %, by Country, incl. Egypt, Ghana, Kenya, Madagascar, Morocco, Nigeria, Rwanda, South Africa, Togo, Tunisia, Zambia, Compared to Africa and Worldwide, January-March 2022
  • M-Commerce Sales Share in the Middle East and Africa, in %
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How e-commerce seems various in Africa

To the untrained eye Wakulima market in Nairobi, Kenya’s cash, appears to be like like pandemonium. Scores of personnel drive handcarts laden with fruit and greens, jostling past heaving crowds. Customers and sellers loudly discussion the high-quality of a papaya or the merits of an onion. It appears to be chaotic. But not to James. The wholesaler (who requested that his surname not be utilized) gazes serenely as hirelings toss pineapples out of an open lorry, even though others set up the spiky fruit in a dozen piles of varying value, sizing and juiciness.

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James is just one of numerous middlemen holding Kenyans fed. He buys make from brokers, who have purchased from farmers. Transporters just take the items to Wakulima, exactly where James sells to casual shops, who take the food stuff to street stalls or kiosks, exactly where they provide smaller amounts to prospects. “This is a superior business enterprise,” he suggests. Does he not worry about opponents? He shakes his head. “Of system, we concur on prices.”

Middlemen are essential to purchasing throughout Africa. Lots of shoppers are far too bad to buy much more than a handful of products at when, or to travel to large outlets, so they rely on informal suppliers. These account for about 90% of retail transactions in Africa. But it is much too high-priced for these compact-scale sellers to source right from farmers or suppliers, so they depend on middlemen, generally buying at wholesale markets.

These source chains make certain items get to each individual nook and cranny. But study implies that relying

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