E-Commerce in Africa Is Growing — But From a Small Base
Africa’s e-commerce sector has been expanding rapidly over the past decade, driven by mobile connectivity, a growing middle class, and wider adoption of digital payments. Research suggests that although Africa’s online retail revenues are still modest compared with mature markets, they are on a fast-track growth trajectory. Market research estimates the Africa e-commerce market was worth approximately USD 1.64 billion in 2025, with a compound annual growth rate (CAGR) of around 17% projected through to 2034. This growth could see the market escalate to about USD 6.74 billion by 2034.
United Nations and trade data indicate that internet penetration across the continent has surpassed 40%, with mobile internet usage fueling this expansion. By 2040, e-commerce activity in Africa could become almost exclusively mobile-based due to the widespread use of smartphones and mobile data.
Growing Consumer Base
E-commerce adoption is also being driven by shifting consumer behaviour. Estimates suggest Africa’s number of online shoppers is forecast to surpass 500 million by 2025, supported by increasing digital literacy, younger populations, and expanding broadband networks — particularly in cities such as Lagos, Nairobi, Johannesburg and Cairo.
Mobile money platforms — especially in East and West Africa — are accelerating this trend by enabling secure digital payments for consumers without traditional bank accounts.
Who Are the Main E-Commerce Players in Africa?
The competitive landscape blends homegrown platforms, regional champions and global entrants:
Jumia Technologies — The Pan-African Pioneer
Founded in 2012 in Lagos, Nigeria, Jumia Technologies is one of Africa’s most recognisable e-commerce firms, often dubbed the “Amazon of Africa.” It operates a marketplace with over 100,000 sellers, integrated logistics and payment services tailored to African markets.
While Jumia previously expanded into 14 countries, it has streamlined operations to focus on key markets and aims to break even in Q4 2026 and achieve its first full-year profit in 2027, a sign of growing maturity.
Takealot Group — South Africa’s E-Commerce Leader
South Africa’s Takealot Group dominates its domestic e-commerce scene. Founded in 2011 and now majority-owned by media giant Naspers, Takealot reported revenue of R14.95 billion (approx. USD 800 million) in 2024 and has become the country’s largest online retailer with robust logistics and marketplace features.
Takealot grew via strategic acquisitions, such as merging with Kalahari.com in 2015 and integrating fashion and delivery brands like Superbalist and Mr D.
Other Regional Players
Across Africa, other notable platforms include:
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Konga (Nigeria) — locally focused marketplace.
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Kilimmall — e-commerce presence in East Africa.
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Jiji and Tonaton — classified and C2C marketplaces.
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Homzmart — furniture and household goods platform.
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Cartona and Twiga Foods — B2B marketplace solutions in West Africa.
Global Giants and Their African Footprint
Amazon
Amazon has begun increasing its presence in Africa. It launched Amazon.co.za in South Africa in 2024, giving local businesses access to a nationwide marketplace.
Although still small compared with local leaders, Amazon is being used by about 12.3% of online shoppers in South Africa as of 2025 — an encouraging footprint for future expansion.
Chinese Platforms — Temu & Shein
Chinese discount platforms like Temu and Shein have made significant inroads, especially in Southern Africa. In South Africa alone, they reached a combined 7.3 billion rand (~USD 405 million) in sales in 2024, capturing about 3.6% of the clothing, textile and footwear market, and dominating 37.1% of the online fashion segment.
Their recent expansion was bolstered by cheap pricing, aggressive marketing, and initially favourable tax rules, although recent regulatory changes have started levelling the playing field.
AliExpress & Alibaba
While not yet formalised as dedicated African services, Alibaba’s global marketplace and AliExpress are commonly used by African buyers, particularly through cross-border trade and reseller models. Many African sellers source products from Alibaba to resell on local platforms such as Jumia.
Market Segments and Growth Trends
B2C vs C2C
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Business-to-Consumer (B2C) accounts for the largest share of e-commerce revenues in Africa, estimated to represent around 56.4% of total e-commerce revenue in 2024.
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Consumer-to-Consumer (C2C) is the fastest-growing segment, benefiting from social commerce and informal marketplace channels on platforms like Facebook, Instagram, OLX and Jiji.
Top Product Categories
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Clothing & Footwear led Africa’s e-commerce revenue in 2024, capturing more than 24% of the market.
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Healthcare & wellness products are among the fastest-growing categories, with projected double-digit growth through the late 2020s.
Country Market Highlights
Nigeria – The E-Commerce Hub
Nigeria commands about 26% of Africa’s e-commerce revenue in 2024, supported by a large population, increasing internet penetration and fintech innovation (mobile money, payment gateways).
South Africa – Most Mature Market
South Africa’s online retail sales are forecast to exceed 130 billion rand (~USD 7.42 billion) in 2025 and account for about 10% of total retail sales. Local platforms like Takealot lead, while international players like Amazon and Chinese merchants fill complementary niches.
Kenya – Fintech Driving Growth
Kenya has become a regional e-commerce testing ground thanks to mobile money integration like M-Pesa, enabling online transactions even among unbanked populations.
Egypt – North Africa’s Digital Gateway
Egypt’s e-commerce market is growing rapidly, with internet usage exceeding 60% of the population, and platforms like Jumia Egypt and MaxAB gaining traction.
Ghana – Rising Digital Hub
Ghana’s e-commerce space is expanding thanks to improving mobile connectivity and growing digital payments, with local marketplaces gaining adoption.
Challenges Remain
Despite robust growth prospects, several structural challenges slow Africa’s e-commerce expansion:
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Underdeveloped logistics and last-mile delivery infrastructure.
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Fragmented regulatory frameworks across countries.
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Limited access to trustable payment systems in rural areas.
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Lower average order values compared with mature markets (average ~$8–15), which dampens profitability for sellers.
Outlook: A Fast-Growing Market With Untapped Potential
While still smaller in absolute terms compared to Asia or North America, Africa’s e-commerce sector is a rapidly evolving marketplace driven by connectivity, youth demographics, and digital payment adoption. Analysts project the region’s digital commerce revenue to grow substantially through the next decade, unlocking opportunities for local entrepreneurs, multinational players, and ecosystem partners alike.
