Market Overview:
The Africa E-commerce market size grew at a CAGR of around 40% during 2015-2020. Electronic commerce, commonly known as E-commerce, stands for the commercial transaction of goods or services over the internet. These transactions are primarily deployed on various business models, including business-to-customer (B2C), business-to-business (B2B), customer-to-customer (C2C), and customer-to-business (C2B). E-commerce platforms provide several advantages in comparison with conventional brick-and-mortar solutions, such as controlled inventory cost, improved profit margins, numerous discounts, hassle-free delivery of goods and services, etc. As a result, these platforms are widely adopted across various industries, including retail, consumer electronics, travel and leisure, FMCG, etc.
In Africa, the increasing penetration of smart devices along with the growing internet connectivity has led to the emergence of e-commerce platforms. Moreover, the changing consumer inclination from brick-and-mortar retail channels towards online stores for hassle-free shopping experience is further augmenting the market growth. In line with this, the introduction of digital trends in the retail sector for enhancing product sales and reaching out to a larger consumer base is also propelling the market for e-commerce platforms in Africa. Additionally, several regional organizations are getting inclined towards e-commerce solutions for minimizing overhead operational costs and improving business efficiency. Apart from this, the growing integration of e-commerce platforms with various advanced technologies, such as artificial intelligence, predictive analytics, cloud computing, etc., is also bolstering the market growth in the region. In the coming years, the increasing penetration of numerous international e-commerce companies leading to several innovations in point-of-sale terminals, mobile payment solutions, and app-based commercial platforms will continue to drive the E-commerce market in Africa. Looking forward, IMARC Group expects the market to continue its robust growth during the next five years.
Key Market Segmentation:
IMARC Group provides an analysis of the key trends in each sub-segment of the Africa E-commerce market report, along with forecasts for growth at the region level from 2021-2026. Our report has categorized the market based on region, business model, mode of payment, service type and product type.
Breakup by Business Model:
Breakup by Mode of Payment:
- Payment Cards
- Online Banking
- E-Wallets
- Cash-On-Delivery
- Others
Breakup by Service Type:
- Financial
- Digital Content
- Travel and Leisure
- E-Tailing
- Others
Breakup by Product Type:
- Groceries
- Clothing and Accessories
- Mobiles and Electronics
- Health and Personal Care
- Others
Breakup by Country:
- South Africa
- Nigeria
- Egypt
- Morocco
- Kenya
- Others
Competitive Landscape:
The competitive landscape of the industry has also been examined with some of the?key players?being AliExpress Ltd, Amazon Inc, Avito Holding AB, Bidorbuy.com Inc, DHL Worldwide Express, DealDey Ltd, eBay Inc, GumTree.com Limited, Jiji Press Ltd., Jumia Technologies AG, Konga Online Shopping Ltd, Naspers Ltd, OLX Inc and Shakaramart.ng
Key Questions Answered in This Report:
- How has the Africa E-commerce market performed so far and how will it perform in the coming years?
- What has been the impact of COVID-19 on the Africa E-commerce market?
- What are the key regional markets?
- What is the breakup of the market based on the business model?
- What is the breakup of the market based on the mode of payment?
- What is the breakup of the market based on the service type?
- What is the breakup of the market based on the product type?
- What are the various stages in the value chain of the industry?
- What are the key driving factors and challenges in the market?
- What is the structure of the Africa E-commerce market and who are the key players?
- What is the degree of competition in the market?
1 Preface
2 Scope and Methodology
2.1 Objectives of the Study
2.2 Stakeholders
2.3 Data Sources
2.3.1 Primary Sources
2.3.2 Secondary Sources
2.4 Market Estimation
2.4.1 Bottom-Up Approach
2.4.2 Top-Down Approach
2.5 Forecasting Methodology
3 Executive Summary
4 Introduction
4.1 Overview
4.2 Key Industry Trends
5 Africa E-commerce Market
5.1 Market Overview
5.2 Market Performance
5.3 Impact of COVID-19
5.4 Market Forecast
6 Market Breakup by Business Model
6.1 B2C
6.1.1 Market Trends
6.1.2 Market Forecast
6.2 B2B
6.2.1 Market Trends
6.2.2 Market Forecast
6.3 C2C
6.3.1 Market Trends
6.3.2 Market Forecast
6.4 Others
6.4.1 Market Trends
6.4.2 Market Forecast
7 Market Breakup by Mode of Payment
7.1 Payment Cards
7.1.1 Market Trends
7.1.2 Market Forecast
7.2 Online Banking
7.2.1 Market Trends
7.2.2 Market Forecast
7.3 E-Wallets
7.3.1 Market Trends
7.3.2 Market Forecast
7.4 Cash-On-Delivery
7.4.1 Market Trends
7.4.2 Market Forecast
7.5 Others
7.5.1 Market Trends
7.5.2 Market Forecast
8 Market Breakup by Service Type
8.1 Financial
8.1.1 Market Trends
8.1.2 Market Forecast
8.2 Digital Content
8.2.1 Market Trends
8.2.2 Market Forecast
8.3 Travel and Leisure
8.3.1 Market Trends
8.3.2 Market Forecast
8.4 E-Tailing
8.4.1 Market Trends
8.4.2 Market Forecast
8.5 Others
8.5.1 Market Trends
8.5.2 Market Forecast
9 Market Breakup by Product Type
9.1 Groceries
9.1.1 Market Trends
9.1.2 Market Forecast
9.2 Clothing and Accessories
9.2.1 Market Trends
9.2.2 Market Forecast
9.3 Mobiles and Electronics
9.3.1 Market Trends
9.3.2 Market Forecast
9.4 Health and Personal Care
9.4.1 Market Trends
9.4.2 Market Forecast
9.5 Others
9.5.1 Market Trends
9.5.2 Market Forecast
10 Market Breakup by Country
10.1 South Africa
10.1.1 Market Trends
10.1.2 Market Breakup by Business Model
10.1.3 Market Breakup by Mode of Payment
10.1.4 Market Breakup by Service Type
10.1.5 Market Breakup by Product Type
10.1.6 Market Forecast
10.2 Nigeria
10.2.1 Market Trends
10.2.2 Market Breakup by Business Model
10.2.3 Market Breakup by Mode of Payment
10.2.4 Market Breakup by Service Type
10.2.5 Market Breakup by Product Type
10.2.4 Market Forecast
10.3 Egypt
10.3.1 Market Trends
10.3.2 Market Breakup by Business Model
10.3.3 Market Breakup by Mode of Payment
10.3.4 Market Breakup by Service Type
10.3.5 Market Breakup by Product Type
10.3.4 Market Forecast
10.4 Morocco
10.4.1 Market Trends
10.4.2 Market Breakup by Business Model
10.4.3 Market Breakup by Mode of Payment
10.4.4 Market Breakup by Service Type
10.4.5 Market Breakup by Product Type
10.4.4 Market Forecast
10.5 Kenya
10.5.1 Market Trends
10.5.2 Market Breakup by Business Model
10.5.3 Market Breakup by Mode of Payment
10.5.4 Market Breakup by Service Type
10.5.5 Market Breakup by Product Type
10.5.4 Market Forecast
10.6 Others
10.6.1 Market Trends
10.6.2 Market Forecast
11 SWOT Analysis
11.1 Overview
11.2 Strengths
11.3 Weaknesses
11.4 Opportunities
11.5 Threats
12 Value Chain Analysis
13 Porters Five Forces Analysis
13.1 Overview
13.2 Bargaining Power of Buyers
13.3 Bargaining Power of Suppliers
13.4 Degree of Competition
13.5 Threat of New Entrants
13.6 Threat of Substitutes
14 Competitive Landscape
14.1 Market Structure
14.2 Key Players
14.3 Profiles of Key Players
14.3.1 AliExpress Ltd
14.3.1.1 Company Overview
14.3.1.2 Product Portfolio
14.3.2 Amazon Inc
14.3.2.1 Company Overview
14.3.2.2 Product Portfolio
14.3.3 Avito Holding AB
14.3.3.1 Company Overview
14.3.3.2 Product Portfolio
14.3.4 Bidorbuy.com Inc
14.3.4.1 Company Overview
14.3.4.2 Product Portfolio
14.3.5 DHL Worldwide Express
14.3.5.1 Company Overview
14.3.5.2 Product Portfolio
14.3.6 DealDey Ltd
14.3.6.1 Company Overview
14.3.6.2 Product Portfolio
14.3.7 eBay Inc
14.3.7.1 Company Overview
14.3.7.2 Product Portfolio
14.3.8 GumTree.com Limited
14.3.8.1 Company Overview
14.3.8.2 Product Portfolio
14.3.9 Jiji Press Ltd.
14.3.9.1 Company Overview
14.3.9.2 Product Portfolio
14.3.10 Jumia Technologies AG
14.3.10.1 Company Overview
14.3.10.2 Product Portfolio
14.3.10.3 SWOT Analysis
14.3.11 Konga Online Shopping Ltd
14.3.11.1 Company Overview
14.3.11.2 Product Portfolio
14.3.12 Naspers Ltd
14.3.12.1 Company Overview
14.3.12.2 Product Portfolio
14.3.12.3 Financials
14.3.12.4 SWOT Analysis
14.3.14 OLX Inc
14.3.14.1 Company Overview
14.3.14.2 Product Portfolio
List of Figures
Figure 1: Africa: E-commerce Market: Major Drivers and Challenges
Figure 2: Africa: E-commerce Market: Sales Value (in Million US$), 2015-2020
Figure 3: Africa: E-commerce Market: Breakup by Business Model (in %), 2020
Figure 4: Africa: E-commerce Market: Breakup by Mode of Payment (in %), 2020
Figure 5: Africa: E-commerce Market: Breakup by Service Type (in %), 2020
Figure 6: Africa: E-commerce Market: Breakup by Product Type (in %), 2020
Figure 7: Africa: E-commerce Market: Breakup by Country (in %), 2020
Figure 8: Africa: E-commerce Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 9: Africa: E-commerce (B2C) Market: Sales Value (in Million US$), 2015 & 2020
Figure 10: Africa: E-commerce (B2C) Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 11: Africa: E-commerce (B2B) Market: Sales Value (in Million US$), 2015 & 2020
Figure 12: Africa: E-commerce (B2B) Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 13: Africa: E-commerce (C2C) Market: Sales Value (in Million US$), 2015 & 2020
Figure 14: Africa: E-commerce (C2C) Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 15: Africa: E-commerce (Other Business Models) Market: Sales Value (in Million US$), 2015 & 2020
Figure 16: Africa: E-commerce (Other Business Models) Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 17: Africa: E-commerce (Payment Cards) Market: Sales Value (in Million US$), 2015 & 2020
Figure 18: Africa: E-commerce (Payment Cards) Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 19: Africa: E-commerce (Online Banking) Market: Sales Value (in Million US$), 2015 & 2020
Figure 20: Africa: E-commerce (Online Banking) Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 21: Africa: E-commerce (E-Wallets) Market: Sales Value (in Million US$), 2015 & 2020
Figure 22: Africa: E-commerce (E-Wallets) Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 23: Africa: E-commerce (Cash-On-Delivery) Market: Sales Value (in Million US$), 2015 & 2020
Figure 24: Africa: E-commerce (Cash-On-Delivery) Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 25: Africa: E-commerce (Other Mode of Payments) Market: Sales Value (in Million US$), 2015 & 2020
Figure 26: Africa: E-commerce (Other Mode of Payments) Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 27: Africa: E-commerce (Financial) Market: Sales Value (in Million US$), 2015 & 2020
Figure 28: Africa: E-commerce (Financial) Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 29: Africa: E-commerce (Digital Content) Market: Sales Value (in Million US$), 2015 & 2020
Figure 30: Africa: E-commerce (Digital Content) Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 31: Africa: E-commerce (Travel and Leisure) Market: Sales Value (in Million US$), 2015 & 2020
Figure 32: Africa: E-commerce (Travel and Leisure) Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 33: Africa: E-commerce (E-Tailing) Market: Sales Value (in Million US$), 2015 & 2020
Figure 34: Africa: E-commerce (E-Tailing) Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 35: Africa: E-commerce (Other Service Types) Market: Sales Value (in Million US$), 2015 & 2020
Figure 36: Africa: E-commerce (Other Service Types) Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 37: Africa: E-commerce (Groceries) Market: Sales Value (in Million US$), 2015 & 2020
Figure 38: Africa: E-commerce (Groceries) Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 39: Africa: E-commerce (Clothing and Accessories) Market: Sales Value (in Million US$), 2015 & 2020
Figure 40: Africa: E-commerce (Clothing and Accessories) Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 41: Africa: E-commerce (Mobile and Electronics) Market: Sales Value (in Million US$), 2015 & 2020
Figure 42: Africa: E-commerce (Mobile and Electronics) Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 43: Africa: E-commerce (Health and Personal Care) Market: Sales Value (in Million US$), 2015 & 2020
Figure 44: Africa: E-commerce (Health and Personal Care) Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 45: Africa: E-commerce (Other Product Types) Market: Sales Value (in Million US$), 2015 & 2020
Figure 46: Africa: E-commerce(Other Product Types) Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 47: South Africa:: E-commerce Market: Sales Value (in Million US$), 2015 & 2020
Figure 48: South Africa:: E-commerce Market: Breakup by Business Model (In %), 2020
Figure 49: South Africa:: E-commerce Market: Breakup by Mode of Payment (In %), 2020
Figure 50: South Africa:: E-commerce Market: Breakup by Service Type (In %), 2020
Figure 51: South Africa:: E-commerce Market: Breakup by Product Type (In %), 2020
Figure 52: South Africa:: E-commerce Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 53: Nigeria: E-commerce Market: Sales Value (in Million US$), 2015 & 2020
Figure 54: Nigeria: E-commerce Market: Breakup by Business Model (In %), 2020
Figure 55: Nigeria: E-commerce Market: Breakup by Mode of Payment (In %), 2020
Figure 56: Nigeria: E-commerce Market: Breakup by Service Type (In %), 2020
Figure 47: Nigeria: E-commerce Market: Breakup by Product Type (In %), 2020
Figure 58: Nigeria: E-commerce Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 59: Egypt: E-commerce Market: Sales Value (in Million US$), 2015 & 2020
Figure 60: Egypt: E-commerce Market: Breakup by Business Model (In %), 2020
Figure 61: Egypt: E-commerce Market: Breakup by Mode of Payment (In %), 2020
Figure 62: Egypt: E-commerce Market: Breakup by Service Type (In %), 2020
Figure 63: Egypt: E-commerce Market: Breakup by Product Type (In %), 2020
Figure 64: Egypt: E-commerce Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 65: Morocco: E-commerce Market: Sales Value (in Million US$), 2015 & 2020
Figure 66: Morocco: E-commerce Market: Breakup by Business Model (In %), 2020
Figure 67: Morocco: E-commerce Market: Breakup by Mode of Payment (In %), 2020
Figure 68: Morocco: E-commerce Market: Breakup by Service Type (In %), 2020
Figure 69: Morocco: E-commerce Market: Breakup by Product Type (In %), 2020
Figure 70: Morocco: E-commerce Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 71: Kenya: E-commerce Market: Sales Value (in Million US$), 2015 & 2020
Figure 72: Kenya: E-commerce Market: Breakup by Business Model (In %), 2020
Figure 73: Kenya: E-commerce Market: Breakup by Mode of Payment (In %), 2020
Figure 74: Kenya: E-commerce Market: Breakup by Service Type (In %), 2020
Figure 75: Kenya: E-commerce Market: Breakup by Product Type (In %), 2020
Figure 76: Kenya: E-commerce Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 77: Others: E-commerce Market: Sales Value (in Million US$), 2015 & 2020
Figure 78: Others: E-commerce Market Forecast: Sales Value (in Million US$), 2021-2026
Figure 79: Africa: E-commerce Industry: SWOT Analysis
Figure 80: Africa: E-commerce Industry: Value Chain Analysis
Figure 81: Africa: E-commerce Industry: Porter’s Five Forces Analysis
List of Tables
Table 1: Africa: E-commerce Market: Key Industry Highlights, 2020 and 2026
Table 2: Africa: E-commerce Market Forecast: Breakup by Business Model (in Million US$), 2021-2026
Table 3: Africa: E-commerce Market Forecast: Breakup by Mode of Payment (in Million US$), 2021-2026
Table 4: Africa: E-commerce Market Forecast: Breakup by Service Type (in Million US$), 2021-2026
Table 5: Africa: E-commerce Market Forecast: Breakup by Product Type (in Million US$), 2021-2026
Table 6: Africa: E-commerce Market Forecast: Breakup by Country (in Million US$), 2021-2026
Table 7: Africa: E-commerce Market: Competitive Structure
Table 8: Africa: E-commerce Market: Key Players