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Sub-Saharan Africa B2C E-Commerce Market 2015

Sub-Saharan Africa B2C E-Commerce Market 2015

Infrastructure for Online Retail Improves in Sub-Saharan Africa

South Africa and Nigeria are the regional leaders in online retail development. While South Africa has been in view for years as an important emerging market, Nigeria is the rising star. Being the region's most populous country, it has already topped South Africa in size of economy and exceeds 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. Jumia has already expanded beyond Nigeria to other markets in the region, but both countries received substantial investment to fortify their positions in the domestic market, as the launch of PayPal in Nigeria in 2014 is expected to bring (encourage?) more international competition.

Still, South Africa is significantly ahead by such important infrastructure indicators, such as Internet, smartphone and payment card penetration. An important development in South Africa is the declining share of online spending occurring on foreign websites. Fear of hidden charges and convenience of buying from local merchants are cited as major reasons for not buying cross-border. Nevertheless, the US-based global merchant Amazon ranks among the most visited E-Commerce websites in the country, while the two largest South African online merchants Kalahari.com and Takealot.com decided to merge to join forces against increased local and international competition. Overall, South African B2C E-Commerce market potential is still largely untapped, as online accounted for only slightly more than 1% of total retail sales last year.

Notably, Kenya is the region’s leader in all aspects of mobile: mobile connections account for 99% of all Internet subscriptions in the country, while the number of people using mobile payment services has been growing each year, leading to a significant double-digit number in 2014. Still, the country’s E-Commerce market is smaller than that of some other African countries, though by mobile shopper penetration it ranked first together with Nigeria.

Mobile technology is also helping infrastructure for online shopping to develop in Rwanda, where 4G Internet was rolled out in 2014, and in Senegal, where close to 100% of Internet subscriptions are mobile. Senegal has also seen the entrance of new E-Commerce players in 2014, including the French online merchant Cdiscount and regional E-Commerce marketplace operator Kaymu.


1. Management Summary
2. Global 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
Share of Consumers Shopping Online Weekly and Monthly, in %, by Selected Countries and Territories, incl. South Africa, 2013
3. Regional
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
4. South Africa
B2C E-Commerce Overview and International Comparisons, January 2015
Smartphone Penetration, in % of Mobile Phone Owners, and Share of Internet Users Using Smartphones to Access the Internet, in %, June 2014
Share of Smartphone Users Purchasing via Mobile, in %, June 2014
Share of Mobile Shoppers on Active Mobile Internet Users, in %, 2012 & 2013
Share of Online Spending Made on Foreign Websites, in %, 2012 – 2014
Barriers to Buying Cross-Border, in % of Online Shoppers, 2014e
B2C E-Commerce Sales, in ZAR billion, 2012 - 2014e
Share of B2C E-Commerce on Total Retail Sales, in %, 2014e
Internet Penetration, in % of Individuals, 2009 – 2013
Internet Penetration on Households, in %, by Access at Home and Other Places, 2012 & 2013
Types of Internet Access by Place of Access, in % of Households, by Metropolitan, Urban, Rural and Total, 2013
Number of Internet Users, in millions, 2010 - 2018f
Number of Internet Users, in millions, 2013 - 2018f
Number of Online Shoppers, in millions, 2012 & 2013
Products Purchased Online, incl. “Clothes and Accessories”, in % of Online Shoppers, April 2014
Breakdown of Online Shopping Transactions, by Payment Methods, in %, 2013
Online Payment Methods Used in B2C E-Commerce, in % of Online Shoppers, December 2013
Breakdown of Online Payment Methods Preferred in B2C E-Commerce, in % of Online Shoppers, December 2013
Credit Cards Used in B2C E-Commerce, by Brands, in % of Online Shoppers who Pay with Credit Cards, December 2013
Breakdown of Preferred Delivery Time, in % of Online Shoppers, and Share of Online Shoppers Willing to Use Pick-Up and Pay on Collection Option, in % of Online Shoppers, December 2013
B2C E-Commerce Players Overview, January 2015
Most Visited E-Commerce Websites, in % of Active Internet Users, 2014e
Top 10 E-Commerce Websites, by Unique Visitors, in thousands, April 2014
E-Commerce Websites where “Clothing and Accessories” are Purchased from, in % of Online Shoppers buying Clothing and Accessories, April 2014
5. Nigeria
B2C E-Commerce Overview and International Comparisons, January 2015
Share of Mobile Shoppers on Total Online Shoppers, in %, June 2014
E-Commerce Sales, in USD million, 2012 & 2014e
B2C E-Commerce Sales, in NGN billion, 2010-2012
Internet Penetration, in % of Individuals, 2009 – 2013
Number of Internet Users, in millions, 2013 - 2018f
Breakdown of Product Categories Most Purchased Online, in % of Online Shoppers, June 2014
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
Breakdown of Preferred Delivery Options, in % of Online Shoppers, June 2014
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
6. Kenya
B2C E-Commerce Overview and International Comparisons, February 2015
E-Commerce Sales, Compared to Selected Countries in Africa, in KES billion, 2013
Internet Penetration, in % of Individuals, 2009 – 2013
Number of Internet Users, in millions and in % of Total Population, March 2013, June 2013, December 2013, March 2014, June 2014
Breakdown of Internet Subscriptions by Technology, in %, September 2014
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 - 2013 & October 2014
7. Senegal
B2C E-Commerce Overview and International Comparisons, February 2015
Online Shopper Penetration, in % of Internet Users, 2014e
Internet Penetration, in % of Individuals, 2009 – 2013
Number of Internet Subscriptions per 100 People, September 2013 - September 2014
Breakdown of Internet Subscriptions by Mobile and Fixed, in %, September 2014
8. Rwanda
B2C E-Commerce Overview and International Comparisons, February 2015
Internet Penetration, in % of Individuals, 2009 – 2013

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