Africa B2C E-Commerce Market 2018

  • ID: 4495800
  • Report
  • Region: Africa
  • 130 pages
  • yStats GmbH & Co. KG
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Africa’s Online Retail Sales Set for Rapid Growth, Says New Report

FEATURED COMPANIES

  • Amazon.com Inc
  • CompuMe LLC
  • eBay Inc
  • Kilimall
  • Pick n Pay Stores Ltd
  • Takealot Online (Pty) Ltd
  • MORE

The latest report “Africa B2C E-Commerce Market 2018,” cites sources indicating that online retail sales in the continent are prepared for rapid expansion in the next five years. The report provides information on sales, growth projections, leading online merchants and purchase category preferences for several countries in the region.

Online retail sales in Africa accounted for less than 1% of the global total last year, even though some nations have already undergone a rapid growth period. The report points to improving connectivity rates, particularly through mobile connections, as setting the stage for growth in the near future. Government regulations such as those recently enacted in Egypt are also expected to help in the development of E-Commerce.

The leading nation in online retail sales in Africa is South Africa, where E-Commerce revenues have been growing at double digit rates. Online shopping is also making inroads in Morocco and Kenya, with more Internet users turning to making purchases digitally. The report highlights sales growth in Nigeria, in spite of the recent economic turmoil in that nation.

The leading B2C E-Commerce merchant in Africa is Lagos-based Jumia, with three million customers spread through several nations, though there are other local online retail platforms such as Souq in Egypt and Kilimall in Kenya. International players such as AliExpress and Amazon as well as sellers on social media are also seeing expansion in the continent, according to this report. The top categories bought online in Africa include clothing and electronics. 

Questions Answered in this Report

  • What are the main drivers and barriers of B2C E-Commerce growth in Africa?
  • How high is online shopper penetration in selected markets in Africa?
  • What are the current and future growth rates of online retail sales in South Africa, Egypt and Nigeria?
  • Which payment methods are preferred by Africa’s online shoppers?
  • Who are the leading E-Commerce market players in this region?
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FEATURED COMPANIES

  • Amazon.com Inc
  • CompuMe LLC
  • eBay Inc
  • Kilimall
  • Pick n Pay Stores Ltd
  • Takealot Online (Pty) Ltd
  • MORE

1. Management Summary

2. Regional
Breakdown of Global B2C E-Commerce Sales by Region, incl. the Middle East and Africa, in %, 2016 & 2021f
Global B2C E-Commerce Sales, in USD billion, B2C E-Commerce Share of Total Retail Sales, in %, and CAGR, in %, by Region, incl. the Middle East and Africa, 2011, 2016 & 2021f
Number of Internet Users Worldwide, in millions, and Penetration, in % of Population, by Region, incl. Africa, 2012-2017e
Breakdown of Internet Traffic Worldwide by Device, in %, by Region, incl. Africa, February 2018
Retail E-Commerce Sales in the Middle East and Africa, in USD billion, and Share of Total Retail Sales, in %, 2016-2021f
Selected Socio-Economic Characteristics, incl. Population, in thousands, GDP, in USD million, Y-o-Y Change in GDP, in %, GDP per Capita, in USD, and GDP per Capita PPP, in International Dollars, by Egypt, Kenya, Madagascar, Morocco, Nigeria, South Africa, and Tunisia, 2016
Breakdown of Population by Financial Inclusion Status, in %, by Ghana, Kenya, Madagascar, Nigeria, Rwanda, South Africa, Togo, and Zambia, 2015/2016
Selected ICT Indicators, by Egypt, Kenya, Morocco, Nigeria, South Africa, Tunisia, Mauritius, Compared to Regional (Africa) and Worldwide, 2016
Internet Penetration, in % of Individuals, by Selected Countries in Africa, 2016
Internet Connection Speed (IPv4), by Average Mbps, Peak Mbps, Year-On-Year Change, in %, and Global Rank, by Egypt, Kenya, Morocco, Namibia, Nigeria and South Africa, Compared to Global Average, Q1 2017
Broadband Speed Adoption Rates, in % of IPv4 Addresses, by % Above 4 Mbps, % Above 10 Mbps, and % Above 15 Mbps, by Egypt, Kenya, Morocco, Namibia, Nigeria and South Africa, Compared to Global Average, Q1 2017
Average Internet Speed on Mobile Connections (IPv4), in Mbps, by Egypt, Kenya, Morocco, Namibia, Nigeria and South Africa, Q1 2017
Breakdown of Internet Traffic by Device, in %, by Egypt, Ghana, Kenya, Madagascar, Morocco, Nigeria, Rwanda, South Africa, Togo, Zambia, Compared to Worldwide, February 2018
Share of Internet Users Accessing the Internet via Smartphone, in %, by Egypt, Kenya, Morocco, Nigeria, South Africa, Q2 2017
Online Activities Performed via Smartphone at Least Weekly, in % of Internet Users, by Kenya, Morocco, Nigeria and South Africa, 2017
Online Activities Performed via Computer at Least Weekly, in % of Internet Users, by Kenya, Morocco, Nigeria and South Africa, 2017
Breakdown of Frequency of Shopping Online, in % of Internet Users, by Egypt, Kenya, Nigeria, Tunisia, South Africa, Compared to Global, Q1 2017
Share of Internet Users Who Do Not Buy Online Due to Lack of Trust, in % of Internet Users Who Do Not Shop Online, by Egypt, Kenya, Nigeria, Tunisia, South Africa, Compared to Global, Q1 2017
Online Shoppers in Africa, by Country, incl. Egypt, Ghana, Kenya, Mauritius, Morocco, Nigeria, South Africa, Uganda, Zambia, Zimbabwe, in % of Internet Users, in % of Population and in millions, 2016 or Latest Available Year
Top Product Categories Purchased Online During Black Friday Sale, in % of Online Shoppers, by Kenya, Nigeria and South Africa, December 2017 
Breakdown of Websites Preferred for Online Shopping, in % of Online Shoppers, December 2017
Top 3 Payment Methods Preferred in Online Shopping, in % of Online Shoppers, December 2017
Payment Methods Most Used in Online Shopping, in % of Online Shoppers, by Ghana, Kenya, Nigeria, South Africa, Uganda, December 2016

3. South Africa
3.1. Overview
B2C E-Commerce Market Overview and International Comparisons, March 2018
3.2. Trends
Types of Internet Access, in % of Households, by Metro, Urban, Rural and Total, 2016
Breakdown of Devices Preferred in Online Shopping, in % of Online Shoppers, August 2017
Share of Online Shoppers Who Buy At Least Monthly via Mobile/Smartphone, in %, 2016
Breakdown of Online Shoppers by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Shoppers Only, in %, October 2016
3.3. Sales & Shares
B2C E-Commerce Sales, in ZAR billion, 2015 - 2016 & 2021f
B2C E-Commerce Share of Retail Sales, in %, by Non-Grocery Retail Sales and Total Retail Sales, in %, 2016
3.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2011 – 2016
Number of Internet Users, in millions, 2016 & 2017e
Online Shopper Penetration, in % of Internet Users, Compared to the Global Average, Q2 2017
Share of Internet Users Shopping Online, in %, and Breakdown of Intention to Shop Online Among Non-Online Shoppers, in %, August 2017
Breakdown of Frequency of Shopping Online, in % of Online Shoppers, August 2017
Breakdown of Barriers to E-Commerce, in % of Internet Users Who Do Not Shop Online, August 2017
Share of Online Shoppers Who Believe Their Credentials Are Not Safe When Shopping Online, in %, March 2017
3.5. Products
Product Categories Purchased Online, in % of Online Shoppers, 2016
Breakdown of Latest Online Purchase by Product Categories, in % of Online Shoppers, August 2017
Breakdown of Attitude Toward Online Grocery Shopping, in % of Internet Users, 2016
3.6. Payment
Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, August 2017
3.7. Delivery
Breakdown of Factors that Would Encourage to Shop Online More, in % of Online Shoppers, August 2017
Breakdown of Delivery Speed and Delivery Cost in Latest Online Purchase, in % of Online Shoppers, August 2017
3.8. Players
Overview of B2C E-Commerce Market Players, March 2018
Top Online Shops by Market Share, in % of B2C E-Commerce Sales, 2016

4. Egypt
4.1. Overview
B2C E-Commerce Market Overview and International Comparisons, March 2018
4.2. Trends
Devices Used to Access the Internet, in % of Adults, July 2017
Shopping Activities Conducted Online, in % of Individuals, 2016 & 2017
Breakdown of Online Shoppers by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Shoppers Only, in %, October 2016
4.3. Sales & Shares
E-Commerce Sales, by Airline Tickets, Retail, Entertainment, and Travel, in USD billion, 2015 & 2016
B2C E-Commerce Sales, in USD million, 2015/2016 & 2019/2020
4.4. Users & Shoppers
Number of Internet Users, in millions, and Penetration, in % of Population, 2010 – 2016
Share of Internet Users Who Researched Goods or Services Online and Who Purchased Online, in %, 2016
Top 3 Reasons for Not Shopping Online, in % of Internet Users Not Shopping Online, 2016
4.5. Products
Top 3 Product Categories Purchased Online, in % of Online Shoppers, 2016
Product Categories Purchased Online, in % of Online Shoppers, 2016
4.6. Payment
Top 3 Payment Methods Preferred in E-Commerce, in % of Online Shoppers, 2016
Top 3 Payment Methods Used in E-Commerce, in % of Online Shoppers, 2016
4.7. Players
Share of Enterprises Selling Online and Buying Online, in %, by Size, 2016/2017
Website Traffic Shares of the Leading Online Shopping Websites, in %, February 2015 & February 2017

5. Nigeria
5.1. Overview
B2C E-Commerce Market Overview and International Comparisons, March 2018
5.2. Trends
Breakdown of Internet Traffic by Device, in %, February 2018
Share of Online Shoppers Preferring to Shop Online via Mobile Phone, in %, 2016
Breakdown of Online Shoppers by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Shoppers Only, in %, October 2016
5.3. Sales & Shares
E-Commerce Sales, in USD billion, 2016 & 2020f
5.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2011 – 2016
Share of Internet Users Shopping Online At Least Weekly, in % of Internet Users, by Computer and Smartphone, 2017
5.5. Products
Breakdown of Product Categories Purchased Online, in % of Online Shoppers, August 2016
5.6. Payment
Breakdown of Payment Methods Preferred in Online Shopping, in % of Online Shoppers, August 2016
Number and Value of Internet (Web) and Mobile Payment Transactions, in millions and in NGN billion, 2011- 2016 & H1 2017
Breakdown of Experience with Mobile Money, in % Adults, 2016
Main Purposes of Using Mobile Money Services, in % Mobile Money Users, 2016
5.7. Delivery
Breakdown of Preferred Delivery Features, in % of Online Shoppers, August 2016
5.8. Players
Overview of B2C E-Commerce Market Players, March 2018
Breakdown of Preferred Local Websites Preferred for Online Shopping, in % of Online Shoppers, August 2016
Top Online Shopping Websites, by Website Rank, incl. Category, Total Website Visits, in millions, Nigeria’s Share of Website Visits, in %, February 2018

6. Morocco
6.1. Overview
B2C E-Commerce Market Overview and International Comparisons, March 2018
6.2. Trends
Smartphone Penetration, in % of Mobile Phone Owners, by Age Group and Total, 2016
Mobile Shopper Penetration, in % of Mobile Internet Users, 2015 & 2016
Breakdown of Origin of Sites Used to Purchase Online, by National and International Sites, in % of Online Shoppers, 2016
6.3. Sales & Shares
Number of E-Commerce Transactions Made with Bank Cards, in millions, and Value, in MAD million, by Domestic Bank Cards and Domestic and Foreign Bank Cards (Total), 2012 – 2017
6.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2011 – 2016
Online Shopper Penetration, in % of Internet Users, 2015 & 2016
Online Shopper Penetration, in % of Internet Users, by Urban and Rural, and by Male and Female, 2016
Breakdown of Number of Purchases Made Online, in % of Online Shoppers, 2016
Breakdown of Main Motivations to Shop Online, in % of Online Shoppers, 2016
6.5. Products
Breakdown of Product Categories Purchased Online, in % of Online Shoppers, 2016
6.6. Payment
Main Barriers to Online Shopping, incl. Payment-Related, in % of Internet Users, 2016
6.7. Delivery
Problems Encountered When Shopping Online, incl. Delivery-Related, in % of Online Shoppers, 2016
6.8. Players
Top Online Shopping Websites, by Website Rank, incl. Category, Total Website Visits, in millions, Morocco’s Share of Website Visits, in %, February 2018

7. Kenya
7.1. Overview
B2C E-Commerce Market Overview and International Comparisons, March 2018
7.2. Trends
Mobile Share of Internet Subscriptions, in %, Q3 2017
7.3. Sales & Shares
B2C E-Commerce Sales, in KES billion, 2015 & 2016
7.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2011 – 2016
Online Shopper Penetration, in % of Internet Users, 2014 & 2017
Breakdown of Factors Most Important When Shopping Online, in % Online Shoppers, November 2016
7.5. Products
Breakdown of The Latest Online Purchase by Product Categories, in % of Online Shoppers, November 2016
7.6. Payment
Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, November 2016
Mobile Payment Statistics, incl. Number of Transactions, in millions, Value of Transactions, in KES billion, Number of counts, in millions, and Number of Agents, in thousands, 2008 – 2017
7.7. Delivery
Modes of Delivery Used by Enterprises Engaged in Online Selling, in % of Enterprises Engaged in Online Selling, May 2016
7.8. Players
Share of Enterprises Engaged in Selling Online, by Enterprise Size, in %, May 2016
Top 2 Preferred E-Commerce Platforms, in % of Online Shoppers, November 2016

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  • Amazon.com Inc
  • Avito.ma
  • Bidorbuy.com Inc
  • CompuMe LLC
  • DealDey Ltd.
  • Diwan Bookstores
  • eBay Inc
  • Facebook Inc
  • Jumia Group
  • Kilimall
  • Konga.com Online Shopping Ltd
  • Naspers Group
  • OLX Group
  • Pick n Pay Stores Ltd
  • Safaricom Ltd
  • Souq.com FZ-LLC
  • Takealot Online (Pty) Ltd
  • Woolworths Group
  • Yudala Ltd
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