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Africa B2C E-Commerce Market 2016

Africa B2C E-Commerce Market 2016

Online shopping in Africa awaits improvements in payments and delivery

Africa has had the most rapid Internet growth rate in the world in the past five years. Still, Internet penetration rates remain low compared to other global regions. Mobile is the main means of Internet connections in Africa, according to the yStats.com report, as fixed connections make up less than 10% of the total Internet subscriptions in many countries throughout the continent, such as South Africa and Tunisia.

As Internet connectivity has grown, consumers are beginning to see the advantages of online shopping. Surveys cited in the yStats.com publication show that convenience is one of the enticements for buying online, for instance, in Nigeria and Kenya, but the fact remains that few Internet users in Africa have made an online purchase.

The yStats.com report points to two main barriers to wider acceptance of B2C E-Commerce in Africa: delivery infrastructure and secure payment methods. Several countries lack even an organized physical address system, and cash on delivery is the main payment method that the developing local online merchants, Takealot, Jumia and Konga among them, must deal with.


1. Management Summary
2. Regional
Breakdown of Global B2C E-Commerce Sales, by Regions, incl. Middle East and Africa, in %, 2014 & 2019f
B2C E-Commerce Share of Total Retail Sales, by Global Regions, incl. Middle East and Africa, in %, 2015e
Internet Penetration by Global Regions, incl. Africa, May 2015
Number of Internet Users, by Global Regions, incl. Africa, in millions, and in % Change, 2010 & 2015
Selected Socio-Economic Characteristics of Selected Countries in Africa, incl. Population, in millions, GDP, in USD billion, and GDP per Capita, in USD, by Algeria, Burkina Faso, Egypt, Ethiopia, Gabon, Ghana, Kenya, Mauritius, Morocco, Mozambique, Nigeria, Senegal, South Africa, Tunisia, Uganda, 2014
Mobile Phone Users and Penetration in the Middle East and Africa, by Country, incl. Egypt, Nigeria, Saudi Arabia, South Africa, UAE, and Total for the Middle East and Africa, in millions and in % of Population, 2013-2019f
Internet Users and Penetration in the Middle East and Africa, by Country, incl. Egypt, Nigeria, Saudi Arabia, South Africa, UAE and Total for the Middle East and Africa, in millions and in % of Population, 2013 - 2019f
Internet Penetration, by Age Group, Gender and Total, in % of Adults, by Burkina Faso, Ethiopia, Ghana, Kenya, Nigeria, Senegal, South Africa, Tanzania, Uganda, May 2015
B2C E-Commerce Index, by Algeria, Botswana, Egypt, Ghana, Kenya, Mauritius, Morocco, Nigeria
Senegal, South Africa, Tunisia, Uganda, Zimbabwe, incl. Global Rank, 2016, Share of Individuals Using Internet, 2014, Share of Individuals with Credit Card, 2014, Secure Internet Servers per 1 million People, 2014, UPU Postal Reliability Score and UNCTAD B2C E-Commerce Index Value, 2015
Online Shoppers in Africa, by Country, incl. Egypt, Ghana, Kenya, Mauritius, Morocco, Nigeria, South Africa, Uganda, in % of Internet Users, in % of Population and in millions, 2014
Breakdown of Mobile Phone Ownership, by Smartphone, Other Mobile Phone and No Mobile Phone, in % of Adults, by Burkina Faso, Ethiopia, Ghana, Kenya, Nigeria, Senegal, South Africa, Tanzania, Uganda, May 2015
Number of Smartphone Subscriptions, Mobile Broadband Subscriptions, Mobile LTE Subscriptions, and FTTx Subscriptions, in millions, and in % CAGR, 2014 & 2020f
Mobile Internet Subscriber Penetration in Sub-Saharan Africa, in % of Population, 2014 & 2020f
3. South Africa
3.1. Overview
B2C E-Commerce Market Overview, May 2016
3.2. Trends
Breakdown of Internet Subscriptions by Type, in % and in millions, September 2015
Shopping-Related Activities Carried out via Mobile Internet, in % of Mobile Internet Users, August 2015
Breakdown of Online Shopping Destinations, by Cross-Border and Domestic, in % of Online Shoppers, 12 Months to October 2015
3.3. Sales & Shares
B2C E-Commerce Sales, in ZAR billion, 2015 & 2020f
B2C E-Commerce Sales, in ZAR billion, 2012 - 2016f
B2C E-Commerce’s Share of Total Retail Sales, 2014 & 2016f
3.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2010 - 2014
Activities Carried Out Online, in % of Internet Users, October 2015
Number of Online Shoppers, in millions, 2012-2014
3.5. Product
Product Categories Purchased Online, in % of Online Shoppers, October 2015
Top 3 Product Categories Purchased Online, in % of Online Shoppers, October 2015
3.6. Payment
Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2015
Share of Internet Users Who Do Not Shop Online Due to Lack of Trust to Online Payment, in % of Respondents, 2014
3.7. Delivery
Key Drivers for Online Shopping, incl. Delivery, in % of Online Shoppers, 2014
Share of Online Shoppers Who Are Concerned About Deliveries Arriving When They Are Not At Home, October 2015
3.8. Players
B2C E-Commerce Players Overview, April 2016
Top 10 E-Commerce Websites, by Website Rank, May 2016, incl. Category, Website Visits, in millions, April 2016, and Share of Traffic from South Africa, 3 Months to May 2016
4. Nigeria
4.1. Overview
B2C E-Commerce Overview, May 2016
4.2. Trends
Breakdown of Online Shopping Destinations, by Cross-Border and Domestic, in % of Online Shoppers, 12 Months to October 2015
Top 5 Foreign Countries Purchased From Online, in % of Online Shoppers, 12 Months to October 2015
Breakdown of Main Factors Influencing the Decision to Shop Online, in % of Online Shoppers, March 2016
4.3. Sales & Shares
B2C E-Commerce Sales, in USD million, 2012 & 2015e
B2C E-Commerce Share of Total Retail Sales, in %, 2013
4.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2010 - 2014
Number of Mobile Internet Subscriptions, by GSM and CDMA, in millions, February 2015 & February 2016
Awareness and Usage of Online Shopping, in % of Mobile Phone Owners, by Total, Gender and Age Group, March 2016
4.5. Product
Top 3 Product Categories Purchased Online, in % of Online Shoppers, October 2015
B2C E-Commerce Sales of Apparel and Footwear, in USD million, 2014 & 2019f
4.6. Payment
Top 3 Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2015
Number and Value of Internet and Mobile Payment Transactions, in millions and in NGN billion, 2011- 2015
4.7. Delivery
Key Drivers for Online Shopping, incl. Delivery, in % of Online Shoppers, 2014
Main Reasons for Not Shopping Online, incl. Delivery Cost, in % of Consumers Who Do Not Shop Online, 2014
4.8. Players
B2C E-commerce Player Overview, May 2016
Most Popular E-Commerce Websites, by Usage and Awareness, in % of Online Shoppers, March 2016
5. Egypt
5.1. Overview
B2C E-Commerce Overview, May 2016
5.2. Trends
Number of Internet Subscriptions by Type, in millions, February 2015 & February 2016
Mobile Share of Online Purchases, in %, 2015e
Breakdown of Online Shopping Destinations, by Cross-Border and Domestic, in % of Online Shoppers, 12 Months to October 2015
5.3. Sales & Shares
B2C E-Commerce Sales, by Comparative Estimates, in USD million, 2013 - 2020f
5.4. Users & Shoppers
Number of Internet Users, in millions, and Penetration, in % of Population, 2010 - 2014
Number of Internet Users, in millions, and Penetration, in % of Population, 2013 - 2019f
5.5. Product
Top 3 Product Categories Purchased Online, by Rank, 2015e
5.6. Payment
Breakdown of Payment Methods Used in Online Shopping, in % of Online Shoppers, 2015e
5.7. Delivery
Share of Online Shoppers Believing that Free or Minimal Delivery Charges Could Improve Online Shopping in the Future, in %, 2014
5.8. Players
Top 10 E-Commerce Websites, by Website Rank, May 2016, incl. Category, Website Visits, in millions, April 2016, and Share of Traffic from South Africa, 3 Months to May 2016
6. Morocco
6.1. Overview
B2C E-Commerce Overview, May 2016
6.2. Trends
Activities Carried Online out via Mobile Phone, in % of Mobile Internet Users, Q4 2015
6.3. Sales & Shares
E-Commerce Sales, in MAD billion, 2010 & 2014
6.4. Users & Shoppers
Number of Internet Users, in millions, and Penetration, in % of Population, 2010 - 2014
Online Shopper Penetration, in % of Internet Users, Q4 2015
Number of Online Shoppers, in thousands, 2011 & 2014
6.5. Product
Product Categories Purchased Online, in % of Online Shoppers, February 2016
6.6. Payment
Payment Methods Used in Online Shopping, in % of Online Shoppers, February 2016
Number of Online Payment Transactions Made with Credit Cards, in millions, and Value, in MAD million, by Domestic Credit Cards and Domestic and Foreign Credit Cards, 2012 - 2015
6.7. Delivery
Breakdown of Main Criteria Considered When Shopping Online, incl. Delivery, in % of Online Shoppers, February 2016
6.8. Players
Top 6 Most Known Moroccan E-Commerce Websites, in % of Internet Users, February 2016
7. Kenya
7.1. Overview
B2C E-Commerce Overview, May 2016
7.2. Trends
Devices Used in a Recent Online Purchase, in % of Online Shoppers, April 2015
7.3. Users & Shoppers
Internet Penetration, in % of Individuals, 2010 - 2014
Number of Internet Subscriptions, by Type, and in % Year-on-Year Change, December 2014 and December 2015
7.4. Payment
Breakdown of Payment Methods Used in Online Shopping, in % of Online Shoppers, Q3 2015
Mobile Payment Statistics, incl. Number of Transactions, in millions, Value of Transactions, in KES billion, Number of Customers, in millions, and Number of Agents, in thousands, 2008 - 2015
7.5. Players
Most Popular E-Commerce Websites, by Used and Favorite, in % of Online Shoppers, June 2015
8. Tunisia
8.1. Overview
B2C E-Commerce Overview, May 2016
8.2. Users & Shoppers
Internet Subscriptions, by Fixed and Mobile, in thousands, February 2015 & February 2016
Internet Penetration, in % of Individuals, 2010 - 2014
Activities Carried Out Online, incl. Shopping, in % of Internet Users, 2010, 2012, 2014

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