West Africa E-Commerce Market

West Africa E-Commerce Market Overview:

The West Africa e-commerce market size was valued at USD 216.85 Billion in 2024. The market is projected to reach USD 1,711.12 Billion by 2033, exhibiting a growth rate (CAGR) of 25.80% during 2025-2033. Improved digital connectivity, increased smartphone penetration, and government investment in digital infrastructure are driving the e-commerce growth in West Africa. Expanding internet access and mobile data, along with government initiatives, create a favorable environment for online businesses, enhancing accessibility and influencing the West Africa e-commerce market share.

West Africa E-Commerce Market Trends:

Digital Connectivity and Smartphone Penetration

The rise in internet accessibility and the decreasing cost of smartphones are crucial elements propelling the growth of the e-commerce sector in West Africa. The extensive accessibility of mobile data and the increasing use of smartphones are allowing more people throughout the region to utilize online shopping platforms, enhancing involvement in the digital economy. This digital framework is especially vital in dismantling geographical and socio-economic obstacles, enhancing e-commerce accessibility, especially in urban and semi-urban regions. Enhanced internet connectivity boosts the effectiveness of online platforms, enabling people to search, compare, and finalize transactions effortlessly. A significant illustration of this trend is Tendo, a mobile-centric reselling platform in Ghana. In 2025, Tendo obtained fresh investment from Renew Capital to broaden its platform, allowing users to launch online enterprises solely with their smartphones. Tendo enables individuals, especially youth and women, to create businesses and generate income online by removing the necessity for inventory and capital. This funding will enable the platform to grow in Ghana and broaden its reach throughout West Africa, showcasing how enhanced digital infrastructure can directly enhance the performance of e-commerce platforms serving underserved communities.

Government Support and Investment

Government programs and funding in digital infrastructure are impelling the West Africa e-commerce market growth, as they enhance internet access, mobile connectivity, and payment systems, fostering a more conducive environment for online businesses. Initiatives designed to improve the area's technological infrastructure, especially in broadening internet coverage and digital payment solutions, are creating a positive market outlook. Governing bodies in the region are progressively acknowledging the possibilities of the digital economy, providing multiple incentives to e-commerce enterprises and encouraging private-sector investment. These initiatives are vital for fostering innovation, enhancing logistics, and simplifying regulatory procedures, all of which aid in the swift growth of e-commerce in the region. In 2025, Samuel Ofosu-Ampofo, a Policy Advisor on Political Affairs in the Office of the Vice President of Ghana, declared that the government is committing funds to digital infrastructure to guarantee connectivity for all citizens. This initiative forms a part of Ghana's wider plan to boost digital inclusion, enhance access to online services, and foster economic development. Focusing on digital infrastructure, the Government of Ghana seeks to establish an environment that allows businesses and consumers to make the most of e-commerce possibilities. These government-led initiatives enhance internet accessibility while fostering a safer and more efficient digital marketplace, thereby contributing to growth of the e-commerce industry throughout the area.

West Africa E-Commerce Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the regional and country levels for 2025-2033. Our report has categorized the market based on type, transaction, and payment mode.

Type Insights:

• Home Appliances
• Apparel, Footwear, and Accessories
• Books
• Cosmetics
• Groceries
• Others

The report has provided a detailed breakup and analysis of the market based on the type. This includes home appliances, apparel, footwear, and accessories, books, cosmetics, groceries, and others.

Transaction Insights:

• Business to Business (B2B)
• Business to Consumer (B2C)
• Consumer to Consumer (C2C)
• Others

A detailed breakup and analysis of the market based on the transaction have also been provided in the report. This includes business to business (B2B), business to consumer (B2C), consumer to consumer (C2C), and others.

Payment Mode Insights:

• Cash Payment
• Bank Transfer
• Card Payment
• Digital Wallet
• Others

The report has provided a detailed breakup and analysis of the market based on the payment mode. This includes cash payment, bank transfer, card payment, digital wallet, and others.

Regional Insights:

• Nigeria
• Ghana
• Cote de Ivorie
• Cameroon
• Senegal
• Others

The report has also provided a comprehensive analysis of all the major regional markets, which include Nigeria, Ghana, Cote de Ivorie, Cameroon, Senegal, and others.

Competitive Landscape:

The market research report has also provided a comprehensive analysis of the competitive landscape. Competitive analysis such as market structure, key player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided.

West Africa E-Commerce Market News:

• In July 2025, ECOWAS launched the Regional E-Commerce Committee in Lagos, Nigeria, to drive digital trade reforms and boost regional cooperation. The committee aims to enhance participation from women, youth, and MSMEs, aligning with the ECOWAS Regional E-Commerce Strategy (2023–2027). Key stakeholders emphasized the importance of harmonized regulations, secure infrastructure, and inclusive growth for a sustainable digital economy.
• In April 2025, OmniRetail, a Senegalese B2B e-commerce platform, raised $20 million in Series A funding to expand across Nigeria, Ghana, and Ivory Coast. The company, which integrates embedded finance and logistics, aims to reshape informal retail in West Africa.

West Africa E-Commerce Market Report Coverage:

Key Questions Answered in This Report:

• How has the West Africa e-commerce market performed so far and how will it perform in the coming years?
• What is the breakup of the West Africa e-commerce market on the basis of type?
• What is the breakup of the West Africa e-commerce market on the basis of transaction?
• What is the breakup of the West Africa e-commerce market on the basis of payment mode?
• What is the breakup of the West Africa e-commerce market on the basis of region?
• What are the various stages in the value chain of the West Africa e-commerce market? 
• What are the key driving factors and challenges in the West Africa e-commerce market?
• What is the structure of the West Africa e-commerce market and who are the key players?
• What is the degree of competition in the West Africa e-commerce market? 

Key Benefits for Stakeholders:

• IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the West Africa e-commerce market from 2019-2033.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the West Africa e-commerce market.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the West Africa e-commerce industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.