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Nigeria B2C E-Commerce Market 2015

Nigeria B2C E-Commerce Market 2015

Nigeria- a rising star of B2C E-Commerce in Africa

Though lagging behind other regions in development of online retail, African B2C E-Commerce is expected to rise, stimulated by increasing Internet penetration, improving infrastructure and especially the rise of mobile.

Along with South Africa, Nigeria is among the continent’s leaders in online retail development. While South Africa has been an important emerging market for years, Nigeria is the new rising star. As the region's most populous country, Nigeria has already surpassed South Africa in size of economy and tops all other countries by number of Internet users and mobile phone owners. Online merchants Jumia and Konga are among the country’s most popular websites. While Jumia has already expanded beyond Nigeria to other markets in the region, both companies have received substantial investment to fortify their positions in the domestic market, Furthermore, the launch of PayPal in Nigeria in 2014 is expected to draw more international competition.


1. Management Summary
2. Regional & International Comparisons
Breakdown of B2C E-Commerce Sales, by Regions, incl. Middle East and Africa, in %, 2013 & 2018f
Online Shopper Penetration, by Region, in % of Internet Users, incl. Middle East & Africa, 2013 - 2018f
Share of Consumers who Prefer to Shop Online, in % of Consumers who Connect to the Internet at Least Once a Week, by Selected Countries, incl. South Africa and Nigeria, July 2014
Leading Online Activities, in % of Internet Users who Use the Internet at Least Once a Week, by Selected Countries, incl. South Africa and Nigeria, July 2014
Product Categories Purchased Online, in % of Online Shoppers, by Selected Countries, incl. South Africa and Nigeria, July 2014
Online Shopping Destinations, in % of Internet Users Who Use the Internet at Least Once, by Selected Countries, incl. South Africa and Nigeria, July 2014
B2C E-Commerce Sales, in USD billion, 2013 & 2018
Online Shopper Penetration, in % of Respondents, by Egypt, Kenya, Morocco, Nigeria and South Africa, 2013
Share of Respondents who Do Not Shop Online Because of Concerns about Safety of Online Payment Transactions, by Egypt, Kenya, Morocco, Nigeria and South Africa, in %, 2013
Share of Respondents Who Shopped or Intend to Shop via Mobile Phones, in %, by Egypt, Kenya, Morocco, Nigeria and South Africa, 2013
Number of Internet Users, by Egypt, Nigeria and South Africa, in millions, 2013 - 2018f
Internet Penetration, by Selected Countries, in % of Population, 2013
Mobile Phone Users, in millions, and Penetration, in % of Population, by Egypt, Nigeria and South Africa, 2013 - 2018f
Smartphone Users, in millions, and Penetration, in % of Mobile Phone Users, by Egypt, Nigeria and South Africa, 2013 - 2018f
Payment Card Penetration per 100 Inhabitants, by Egypt, Kenya, Morocco, Nigeria and South Africa, 2013
3. Overview
B2C E-Commerce Overview and International Comparisons, January 2015
4. Trends
Share of Mobile Shoppers on Total Online Shoppers, in %, June 2014
5. Sales
E-Commerce Sales, in USD million, 2012 & 2014e
B2C E-Commerce Sales, in NGN billion, 2010-2012
6. Users & Shoppers
Internet Penetration, in % of Individuals, 2009 – 2013
Number of Internet Users, in millions, 2013 - 2018f
7. Products
Breakdown of Product Categories Most Purchased Online, in % of Online Shoppers, June 2014
8. Payment
Number and Value of Mobile Payment Transactions, in thousands and in NGN billion, 2012, 2013, & January-October 2014
Number and Value of Internet Payment Transactions, in thousands and in NGN billion, 2012, 2013, & January-October 2014
9. Delivery
Breakdown of Preferred Delivery Options, in % of Online Shoppers, June 2014
10. Players
B2C E-Commerce Players Overview, January 2015
Breakdown of the Most Popular E-Commerce Websites, in % of Online Shoppers, June 2014
Breakdown of Factors Influencing the Choice of Favorite Online Stores, in % of Online Shoppers, June 2014

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