North Africa B2C E-Commerce Market 2015

North Africa B2C E-Commerce Market 2015

Infrastructure for B2C E-Commerce Improves in North 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.

Morocco and Egypt are Africa’s most advanced markets in Internet penetration, which reached more than half of the population in these countries, as of 2014. Online shopper penetration stood at below 10% in these countries, though especially in Morocco, the number of users buying over the Internet has grown significantly. In Egypt, Facebook plays a significant role in online shopping. This social network not only generates traffic for online merchants such as Souq.com and Jumia, but is also regarded by online shoppers as a website for direct placement of orders.

While Tunisia also ranks high in Africa by Internet penetration and around seven hundred E-Commerce websites are already active in Tunisia, in Algeria the infrastructure development for E-Commerce is just beginning, though the past years saw a major push forward as 3G Internet networks were rolled out.


1. Management Summary
2. Regional
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
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. Egypt
B2C E-Commerce Overview, incl. Sales, and International Comparisons, February 2015
Share of Mobile Internet Users on Total Internet Users, in %, Q3 2013 – Q3 2014
Share of Online Shoppers Purchasing from Foreign Online Shops, in %, 2013
Share of Mobile Internet Users Comparing Prices and Product Reviews Online while Being in Store, by Total Mobile Phone Users and Smartphone Users, September 2014
Share of B2C E-Commerce on Total Retail Sales, in %, 2013
Internet Penetration, in % of Individuals, 2009 - 2013
Number of Internet Users, in millions, and in % Penetration, Q3 2013 – Q3 2014
Number of Internet Users, in millions, 2013 - 2018f
Online Shopper Penetration on Internet Users, in %, 2014e
Product Categories Purchased Online, in %, 2014e
B2C E-Commerce Players Overview, February 2015
4. Morocco
B2C E-Commerce Overview and International Comparisons, February 2015
Share of Mobile Phone Users who Made a Purchase or Payment via Mobile Phone, in %, and Type of Purchase or Payment Made via Mobile Phone, in %, November 2014
Breakdown Online Shopping Destination, in % of Online Shoppers, by Moroccan Websites and Foreign Websites, 2013
Value and Number of B2C E-Commerce Transactions Made with Bank Cards Issued in Morocco, in MAD million and in millions, 2011 – 2014
Number of Internet Users, in millions, and Penetration, in % of Individuals, 2012 & 2013
Internet Penetration, by Age Group, in % of Individuals, 2013
Internet Penetration on Households, by Technology, in %, 2011, 2012 & 2013
Online Shopper Penetration, in % of Internet Users, 2011 – 2013
Number of Online Shoppers, in thousands, by Shopped Once, More than Once, and Total, 2011, 2012 & 2013
Barriers to Online Purchase, in % of Internet Users Who Have not Purchased Online in the Previous 12 Months, May 2013
5. Tunisia
B2C E-Commerce Overview and International Comparisons, February 2015
Internet Penetration, in % of Individuals, 2009 – 2013
Number of Internet Users, in millions and in % of Total Population, 2009 – 2013
Type of Internet Access Used, in % of Internet Users, August 2014
Value and Number of B2C E-Commerce Transactions Made with Bank Cards Issued in Morocco, in TND million and in millions, 2011 - 2013 & January - September 2014
Number of E-Commerce Websites and E-Commerce Sales, in TND million, 2013
6. Algeria
B2C E-Commerce Overview and International Comparisons, February 2015
Internet Penetration, in % of Individuals, 2009 – 2013

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