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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Investments flood into Africa’s B2B e-commerce startups

Victor Onuwa runs a small grocery retailer in central Lagos, as just one of hundreds of casual merchants who market food and staple items to nearby people in the town. The size of his retail outlet, and the income he has offered, signifies that he has to frequently restock.

In the past, that involved ready until eventually his distributors stopped by the current market, or fighting his way by means of chaotic traffic to get products at a warehouse. Now, he makes use of a smartphone application. “Whenever I require goods, I go on one of these applications, select the goods I want, and it would be delivered to my keep the subsequent working day,” Onuwa instructed Rest of Globe.

Retail paying in Africa is approximated at extra than $1.4 trillion by the Economist Intelligence Device. Most of it takes place in suppliers like Onuwa’s — informal road vendor setups, open up market place stalls, and mother-and-pop shops. That fragmented ecosystem helps make it intricate for suppliers, these kinds of as consumer merchandise companies like Unilever and Procter & Gamble, to get their products and solutions to market place. A new crop of organization-to-business enterprise e-commerce startups throughout the continent are making an attempt to remedy the dilemma, developing logistics and distribution companies to assistance hook up casual retailers to producers and big wholesalers. 

They’re staying backed by big income. This 7 days, Nairobi-based mostly Sokowatch (which has rebranded to Wasoko) raised a $125 million sequence B spherical led by Tiger Global, a giant New York–based non-public fairness and enterprise capital company. In the past number of months alone, providers, together with Wasoko, MarketForce, Twiga, Maxab, Sabi, and Omnibiz, have lifted about $400 million in enterprise money and personal debt financing. 

Most of these startups are hoping to substitute

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