Africa B2C E-Commerce Market 2019 code:1439

Africa B2C E-Commerce Market 2019
OVERVIEW
TABLE OF CONTENTS
COMPANIES MENTIONED
Countries Covered: Egypt, Kenya, Morocco, Nigeria, South Africa
Pages: 102
Publication Date: 19/06/2019
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Questions Covered in the report:
  • How fast are B2C E-Commerce sales growing across 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?
  • How do the preferences of online shoppers differ across the African markets?
  • Who are the prominent E-Commerce market players in the major African countries?

Key findings:

Africa’s B2C E-Commerce sales are rising

Online retail sales growth in Africa is accelerating

B2C E-Commerce market in Africa is still in early stages of development, but is showing signs of a high growth potential. As of last year, only a small single-digit percentage share of overall retail sales in Africa were online. According to projections cited in the yStats.com report, online retail sales on this continent could reach a double-digit figure in billion U.S. dollars as early as next year, with annual growth rates remaining above 10%.

Top 3 B2C E-Commerce markets in Africa

The three largest online retail markets in Africa in 2019 are South Africa, Nigeria and Egypt. In South Africa, almost one in two Internet users make purchases online, with the top product categories including books, tickets and fashion. Nigeria enjoys a similar online shopper penetration rate, but significantly lower levels of Internet access among the country’s growing population, which, however, is projected to improve over the next several years, according to the findings cited in the yStats.com report. Furthermore, Egypt has one of the fastest growing E-Commerce markets in the region, with online retail sales projected to increase by around one-third in 2019.

Mobile technology helps drive Africa’s online shopping boom

The top driver of online retail development in Africa is the growing use of mobile technologies for accessing the Internet and making payments. Kenya is one of the regional leaders on both accounts. More than three-quarters of Internet traffic in this country stems from mobile devices, while the popularity of mobile money services reached a new peak as more than 10 million new accounts were registered last year alone.

B2C E-Commerce competition in Africa features local and international players

With the E-Commerce market in Africa remaining on the growth path, a number of local competitors emerged to serve the online consumers’ growing demand. Among them, Nigeria-based Jumia launched a landmark IPO on New York Stock Exchange in early 2019. Other prominent local E-Commerce players include Takealot in South Africa and Konga in Nigeria. Furthermore, global online shopping platforms such as Amazon and AliExpress also enjoy high levels of popularity among Africa’s digital buyers.

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1. Management Summary

2. Regional

  • B2C E-Commerce Sales in Africa, in USD billion, and Year-on-Year Growth, in %, 2017-2020f
  • B2C E-Commerce Share of Total Retail Sales in Africa, by Country, incl. Egypt, Kenya, Nigeria and South Africa and Africa (Average), in %, 2017
  • Internet Penetration in Africa, in % of Individuals, by Country, incl. Egypt, Kenya, Morocco, Nigeria, South Africa, 2017
  • Internet Penetration in Sub-Saharan Africa, in % of Population, incl. South Africa, Nigeria, and Regional, 2017 – 2022f
  • Breakdown of Mobile Phone Ownership in Africa, by Smartphone, Other Mobile Phone and No Mobile Phone, in % of Adults, by Country, incl. Ghana, Kenya, Nigeria, Senegal, South Africa, Tanzania, 2017
  • Mobile Internet User Penetration in West Africa, in % of Individuals, by Country, 2018
  • Breakdown of Internet Traffic in Africa by Device, in %, by Country, incl. Egypt, Ghana, Kenya, Madagascar, Morocco, Nigeria, Rwanda, South Africa, Togo, Tunisia, Zambia, Compared to Africa and Worldwide, 2018
  • Financial Inclusion Indicators, incl. Financial Institution Account, Debit Card, Credit Card and Mobile Money Account Ownership, in % of Population 15+, by Selected Countries in Africa, 2017

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, 2017 – 2022f
  • Online Shopper Penetration, in % of Internet Users, August 2018

3.5. Products

  • Breakdown of Product Categories Purchased Online, in % of Online Shoppers, August 2018

3.6. Payment

  • Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, 2017 & 2018

3.7. Delivery

  • Breakdown of Delivery Methods Used in Online Shopping, in % Online Shoppers, 2018e
  • Breakdown of Factors That Would Encourage to Shop Online More, incl. Delivery-Related, in % of Online Shoppers, August 2018

3.8. Players

  • B2C E-Commerce Players Overview, May 2019
  • Top 5 Online Shopping Websites, incl. Total Website Visits on Desktop and Mobile, in millions, South Africa’s Share of Total Visits on Desktop, in %, March 2019

4. Nigeria

4.1. Overview

  • B2C E-Commerce Market Overview, May 2019

4.2. Trends

  • Breakdown of Internet Traffic by Device, in %, 2018
  • Breakdown of Devices Used for Online Shopping, in % of Online Purchases, 2018
  • Cross-Border Online Shoppers Penetration, in % of Online Shoppers, 12 Months to May 2018

4.3. Sales & Shares

  • B2C E-Commerce Sales, in USD billion, 2019f & 2023f
  • Share of B2C E-Commerce and Digitally Influenced Spending in Total Retail Spending, in %, 2017

4.4. Users & Shoppers

  • Internet Penetration, in % of Individuals, 2017 – 2022f
  • Online Shopper Penetration, in % of Internet Users, 12 Months to May 2018

4.5. Products

  • Breakdown of Product Categories Purchased Online, in % of Online Shoppers, 2018

4.6. Payment

  • Payment Options Offered by Two Major E-Commerce Players, May 2019
  • Value and Number of Internet (Web) and Mobile Payment Transactions, in NGN billion and in millions, 2011-2018

4.7. Delivery

  • Delivery Options Offered by Two Major E-Commerce Players, May 2019
  • Top Barriers to Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, May 2018

4.8. Players

  • B2C E-Commerce Players Overview, May 2019
  • Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Nigeria’s Share of Total Visits on Desktop, in %, Pages Per Visit and Bounce Rate, April 2019

5. Egypt

5.1. Overview

  • B2C E-Commerce Market Overview and International Comparisons, May 2019

5.2. Trends

  • Breakdown of Internet Traffic by Device, in %, 2018
  • Shopping-Related Activities Carried Out Online, in % of Individuals, 2018
  • Cross-Border Online Shoppers Penetration, in % of Online Shoppers, 12 Months to May 2018
  • Shopping-Related Activities Carried Out Online, in % of Individuals, 2018
  • Cross-Border Online Shoppers Penetration, in % of Online Shoppers, 12 Months to May 2018
  • Top 3 Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers, May 2018

5.3. Sales & Shares

  • B2C E-Commerce Sales, in USD billion, 2017 – 2022f
  • B2C E-Commerce Share of Total Retail Sales, in %, 2017

5.4. Users & Shoppers

  • Number of Internet Users, in millions, and Penetration, in % of Population, 2015 – 2018
  • Internet Penetration, in % of Individuals, 2017 – 2022f
  • Online Shopper Penetration, in % of Internet Users, 2018
  • Internet Penetration, in % of Individuals, 2017 – 2022f
  • Online Shopper Penetration, in % of Internet Users, 2018

5.5. Payment

  • Share of Online Shoppers Paying by Cash on Delivery, in %, 2018
  • Top 5 Payment Methods Used in Cross-Border E-Commerce, in % of Cross-Border Online Shoppers, May 2018
  • Breakdown of Likelihood of Using Mobile Payments Next Year, in % of Internet Users, Q1 2018

5.6. Delivery

  • Top Barriers to Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, May 2018

5.7. Players

  • Breakdown by B2C E-Commerce Sales by Retailer Types, in %, 2017
  • Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Egypt’s Share of Total Visits on Desktop, in %, Pages Per Visit and Bounce Rate, April 2019

6. Morocco

6.1. Overview

  • B2C E-Commerce Market Overview and International Comparisons, May 2019

6.2. Trends

  • Breakdown of Internet Traffic by Device, in %, 2018
  • Smartphone Penetration, in % of Mobile Phone Owners, by Age Group and Total, March 2018

6.3. Sales & Shares

  • Number of E-Commerce Transactions Made with Bank Cards, in millions, and Value, in MAD million, by Domestic Credit Cards and Domestic and Foreign Cards (Total), 2012 – 2018

6.4. Users & Shoppers

  • Internet Penetration, in % of Individuals, 2011 – 2017
  • Online Shopper Penetration, in % of Internet Users, February 2017 & March 2018
  • Online Shopper Penetration, in % of Internet Users, by Living Area and Gender, March 2018
  • Breakdown of Number of Purchases Made Online per Year, in % of Online Shoppers, March 2018

6.5. Products

  • Top 15 Product Categories Purchased Online, in % of Online Shoppers, March 2018

6.6. Payment

  • Barriers to Shopping Online, incl. Payment-Related, in % of Internet Users, March 2018

6.7. Delivery

  • Top 5 Drivers for Shopping Online, incl. Delivery-Related, in % of Online Shoppers, March 2018
  • Problems Encountered When Shopping Online, incl. Delivery-Related, in % of Online Shoppers, March 2018

6.8. Players

  • Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Morocco’s Share of Total Visits on Desktop, in %, Pages Per Visit and Bounce Rate, April 2019

7. Kenya

7.1. Overview

  • B2C E-Commerce Market Overview and International Comparisons, May 2019

7.2. Trends

  • Breakdown of Internet Traffic by Device, in %, 2018

7.3. Sales & Shares

  • B2C E-Commerce Sales, in USD million, 2019e & 2023f
  • B2C E-Commerce Share of Total Retail Sales, in %, 2017

7.4. Users & Shoppers

  • Internet Penetration, in % of Individuals, 2011 – 2017
  • Online Shopper Penetration, in % of Internet Users, 2017

7.5. Payment

  • Mobile Payment Statistics, incl. Number of Transactions, in Millions, Value of Transactions, in KES Billion, Number of Accounts, in Millions, and Number of Agents, in Thousands, 2008 – 2018
  • Breakdown of Likelihood of Using Mobile Payments Next Year, in % of Internet Users, Q1 2018

7.6. Players

  • Top 2 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Kenya’s Share of Total Visits on Desktop, in %, Pages Per Visit and Bounce Rate, April 2019
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  • AliExpress Ltd.
  • Amazon.inc
  • Avito Holding AB
  • Bidorbuy.com Inc
  • DHL Worldwide Express
  • DealDey Ltd.
  • GumTree.com Limited
  • Jiji Press Ltd
  • Jumia Technologies AG
  • Konga Online Shopping Ltd
  • Naspers Ltd.
  • OLX Inc.
  • Shakaramart.ng
  • Souq.com FZ-LLC
  • Spree Commerce Inc
  • Superbalist Pty Ltd
  • Takealot Online (Pty) Ltd.
  • Yudala Ltd
  • eBay Inc
Read More

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