Country Share Breakdown of Africa's E-commerce Market in 2024

Market Overview

In 2024, the total transaction value of Africa's e-commerce market is estimated at USD 45 billion, with significant variation among major countries.

Country Share Breakdown

• Nigeria: ~30%, driven by large population and mobile payment adoption.
• South Africa: ~25%, with mature infrastructure but slowing growth.
• Kenya: ~12%, boosted by mobile money platform M-Pesa.
• Egypt: ~10%, benefiting from young demographics and rising internet penetration.
• Morocco: ~8%, a mature Francophone market.
• Others: ~15% in total, including Ghana, Ethiopia, and other emerging markets.

Trends and Challenges

• Nigeria faces currency volatility, but local platforms (e.g., Jumia) continue expanding.
• South Africa's market is highly competitive, with traditional retailers leading online channels.
• Kenya and Egypt are growing at over 20%, showing great potential.
• Logistics and payment infrastructure remain common bottlenecks across Africa.

Data above are industry estimates and for reference only.