Research Highlights

The research presents an analysis of the African eCommerce market, including the key digital indicators, competitive market landscape and the extent of eCommerce market development across key African countries, along with the B2C market size for Middle East and Africa (MEA) and Africa. It provides an overview of the contribution of the MEA and African B2C eCommerce markets to the overall retail market. It also provides a snapshot of the key eCommerce product categories in Africa and the key companies across the leading product categories.

The study throws light on the results of the B2C survey conducted to understand the needs, preferences and buying behaviour of customers in terms of product category, payments, delivery, platforms, devices and retail models; and the impact of social media on online purchase decisions.

Further, this research service provides a country analysis for eCommerce markets in Egypt, Kenya, Nigeria and South Africa and also highlights key companies across key product categories. It discusses the business model, product portfolio, distribution and delivery, payments and after-sales service, digitized engagement, digital customer acquisition and growth strategy of key eCommerce leaders like Jumia Nigeria and Takealot in South Africa. It also lists key mergers and acquisitions that have shaped the African eCommerce market and have resulted in consolidation. It further highlights key market trends in terms of eCommerce operations as well as technology adoption within the African market.

This study explores key growth opportunities that businesses will look to invest in and the strategic imperatives they will adopt to accelerate their eCommerce journey. It also provides key predictions for the African eCommerce market, in terms of consumption and technological advancements.

Key Issues Addressed

• What are the main components in an eCommerce value chain and who are the key stakeholders? What are the different types of eCommerce business models?
• What are the key global trends in terms of market size and growth, and eCommerce as a % of total retail sales?
• What are the key drivers and restraints for the development of the eCommerce market in Africa?
• How are the key digital indicators shaping the African eCommerce market? What is the market size of the MEA eCommerce market?
• What were the findings and analysis from the B2C survey that was conducted to understand customer buying behaviour in terms of product category, payments, delivery, platforms, devices and retail models; and the impact of social media on customer purchase decisions?
• How is the eCommerce market growing in terms of market development, competition, growth potential and product category penetration in Egypt, Kenya, Nigeria and South Africa?
• How are emerging leaders like Jumia and Takealot advancing in the eCommerce market?
• How are the key mergers and acquisitions impacting the market? What are the key trends shaping the African eCommerce market?
• What are the potential growth opportunities in Africa that eCommerce companies can capitalise on to grow their businesses and stay competitive?

Author: Naila Govan-Vassen