Africa E-Commerce Market: Digital Adoption, Mobile Commerce & Growth Outlook

According to IMARC Group's latest research publication, Africa e-commerce market size reached USD 317.0 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 1,017.0 Billion by 2033, exhibiting a growth rate (CAGR) of 13.8% during 2025-2033.

How AI is Reshaping the Future of Africa E-Commerce Market

• Over 75% of young Africans use AI tools weekly, fueling massive demand for smarter online shopping features like personalized recommendations that boost engagement on platforms across the continent.
• Platforms like Jumia and others integrate AI for fraud detection in payments and tailored product suggestions, helping cut risks while lifting customer satisfaction and sales in fast-growing markets.
• Companies such as Zando roll out AI-driven recommendation engines in places like Kenya and Ghana, driving higher conversion rates and bigger average orders through spot-on personalization.

Access the Latest 2026 Market Data & Forecasts

Africa E-Commerce Market Trends & Drivers:

The rapid expansion of mobile and internet connectivity continues to transform the African e-commerce landscape, serving as a foundational driver for broader adoption. With smartphones becoming the primary access point for online activities, consumers across urban and rural areas increasingly engage in digital shopping through mobile-first platforms. This shift lowers entry barriers, enabling seamless browsing, purchasing, and payment experiences even in regions with limited traditional infrastructure. As connectivity improves and data costs decline, more individuals discover the convenience of e-commerce, fueling sustained participation and encouraging platforms to optimize for mobile interfaces. This trend strengthens overall market accessibility and supports diverse consumer segments in embracing online retail.

Africa's youthful population, combined with evolving consumer preferences, propels e-commerce forward by prioritizing digital engagement and convenience. Young demographics, tech-savvy and open to innovation, drive demand for online shopping as an alternative to physical retail, seeking variety, competitive offerings, and time-saving options. Changing behaviors reflect a growing trust in digital channels, influenced by prior experiences and social influences, leading to habitual use of e-commerce for everyday needs. This demographic momentum creates a vibrant user base that platforms target through tailored experiences, fostering loyalty and higher transaction frequency across the continent.

The integration of advanced digital payment solutions, particularly mobile money and fintech innovations, removes traditional barriers and accelerates e-commerce transactions. Widespread adoption of mobile wallets enables secure, instant payments without reliance on bank accounts, making online purchases feasible for unbanked populations. Enhanced payment infrastructure promotes confidence in digital commerce, reducing abandonment rates and encouraging repeat business. As fintech ecosystems mature, seamless integration with e-commerce platforms supports cross-border and local dealings, expanding market reach and contributing to a more inclusive digital economy throughout Africa.

Africa E-Commerce Industry Segmentation:

The report has segmented the market into the following categories:

Breakup by Business Model:

• B2C
• B2B
• C2C
• Others

Breakup by Mode of Payment:

• Payment Cards
• Online Banking
• E-Wallets
• Cash-On-Delivery
• Others

Breakup by Service Type:

• Financial
• Digital Content
• Travel and Leisure
• E-Tailing
• Others

Breakup by Product Type:

• Groceries
• Clothing and Accessories
• Mobiles and Electronics
• Health and Personal Care
• Others

Breakup by Country:

• South Africa
• Nigeria
• Egypt
• Morocco
• Kenya
• Others

Competitive Landscape:

The competitive landscape of the industry has also been examined along with the profiles of the key players.

Recent News and Developments in Africa E-Commerce Market

• February 2026: Last-mile logistics automation advances reshape delivery efficiency, with platforms integrating advanced routing engines for same-day guarantees in major cities like Johannesburg and Cape Town, supporting the market's push toward exceeding R100 billion in value while approaching 10% of total retail sales.
• January 2026: Takealot expands same-day delivery capabilities across key urban areas after incorporating Pingo’s routing technology into its fulfillment operations, enhancing speed and reliability for general merchandise and groceries.
• 2025: Mobile-centric shopping and trusted digital payments fuel accelerated growth, with the sector rising at an annualised rate of 38% driven by smartphone dominance, faster deliveries, and innovations in wallet and contactless options.
• 2025: Global players like Amazon deepen local presence through expanded catalogues including groceries, pet food, and health supplements, plus the opening of a Cape Town seller centre to support SMEs with registration, imaging, and fulfilment services.
• 2025: Grocery platforms innovate with web interfaces and rapid order scaling, as seen in Checkers Sixty60 surpassing 100 million cumulative orders and Pick n Pay's asap! relaunch yielding 200% growth in weekly orders alongside a 131% increase in first-time buyers.

Note: If you require specific details, data, or insights that are not currently included in the scope of this report, we are happy to accommodate your request. As part of our customization service, we will gather and provide the additional information you need, tailored to your specific requirements. Please let us know your exact needs, and we will ensure the report is updated accordingly to meet your expectations.