Expand Your Reach in Africa’s eCommerce Market

Mobile payments for eCommerce market growth

One of the factors driving the growth of eCommerce in Cameroon is its 23m+ mobile phone users in the country. eCommerce companies are taking advantage of the opportunity to reach customers through mobile apps and mobile-friendly websites. Mobile payments are also becoming more popular, with companies like MTN Mobile Money and Orange Money providing easy and convenient ways for customers to pay for their purchases.

Booming eCommerce sector as a result of the COVID- 19 pandemic

Post COVID- 19 pandemic, about 68% of Ivory Coast’s 27 million population have made purchases online. Ivory Coast is leapfrogging into an eCommerce market which is expected to reach $544.11 billion by the end of 2023. The growth of the eCommerce market is driven by the government’s move to digital payments and the adoption of APMs such as mobile money, and card payments.

In 2023, the United Arab Emirates (UAE) boasted a B2C e-commerce market valued at approximately $30.7 billion, with projections indicating growth to $46.8 billion by 2027 . Despite this robust expansion, cross-border e-commerce remains a relatively small segment, comprising less than 4.2% of total retail sales in the UAE .

Young but growing eCommerce market

Despite being a relatively young market, the eCommerce industry in Egypt has shown signs of steady growth. Supported by approximately 8 million active shoppers and annual sales worth $1.5 billion, about 20% of Egyptian startups have shifted focus to capitalize on the prospects of the eCommerce market. dLocal supports the most relevant omni channels for cash, mobile and bank, as well as Credit and debit cards to win in Egypt’s eCommerce market.

Rapidly growing mobile money market in West Africa

Ghana has achieved the highest mobile money adoption rate in West Africa, boasting of a 39% market share primarily driven by players such as MTN, Vodafone, Tigo, and Airtel. As of present, the banked population in the country stands at 43%, and at least 14 million of its 30.4 million population have participated in online purchases. Merchants looking to grow in this market can access relevant mobile money and card payment methods through dLocal’s direct integration.

Fastest growing mobile money market in Africa

Kenya is the fastest growing market for mobile money penetration in Africa with 70+ users. The growing population of 55.6 million and an eCommerce market worth $1.7B, expected to grow by 15.25% annually to reach $2.3B by the end of 2023, are some key factors that make Kenya a potential market to boost sales conversion rates. Despite the growth of mobile money, card payments, bank transfers, eWallets and cash are other commonly acceptable alternative payment methods.

Leapfrogging into eCommerce market

Morocco's eCommerce market is experiencing steady growth due in part to the increase in internet usage following COVID-19. Morocco is currently the fastest-growing eCommerce market in the North African region, presenting favorable opportunities for both local and international online sellers. The market is characterized by unique customer profiles, efficient payment systems, and a stable business environment, all of which contribute to Morocco's rapid progress in the eCommerce sector.

Largest economy in Africa

Nigeria boasts of a GDP of $493.9, a growing population of 214 million, and is the tech capital of Africa. The country is buzzing with FinTech’s springing up, backed by the Central Bank’s “Cashless project” to drive digital payments. The eCommerce market alone is worth $11B, and 50% of the population own a smartphone, therefore mobile optimized checkout flow is key in this market. Alternative payment methods such as card, bank transfer, eWallets, are commonly used by Nigerians to make online payments.

A conducive business environment for eCommerce growth

Rwanda is ranked as the second easiest country to do business, owing to its conducive environment and framework that allows business to thrive. Although the eCommerce market is young, it is growing at a fast pace with increasing adoption of alternative payment methods such as mobile money, and with a growing Internet penetration of 5.6million.

eCommerce opportunities for growth

Senegal's eCommerce sector has significant room for growth. 20% of the population are banked although credit card and debit card penetration is 9.6%, and 12.5% have made payments online. The use of mobile apps, particularly mobile money platforms like Orange and Wizall Money, has become increasingly important in Senegal's eCommerce market, with a penetration rate of over 31%.

Highest credit card penetration in Africa

Unlike other African markets where credit card penetration is low, South Africa has the highest credit card penetration with a share size of 41%. South Africa is one of the fastest growing economies in Africa making it an attractive market especially in mobile commerce with a smartphone adoption of 60% growing at a fast pace.

Growing adoption of mobile money

eCommerce revenue in Uganda is expected to reach $395.7 by the end of 2023 to become the second largest online market in East Africa after Kenya. Mobile money is growing at a fast pace with 30 million users and a share size of 56%. Yet, card, cash and online banking remain relevant payment methods.

Türkiye is home to 82 million people who are increasingly digitally savvy and urbanized. Turkish eCommerce market, worth $10.5 billion, is projected to grow at an annual rate of 12.4%. There are currently 33.3 million eCommerce users in Türkiye, with an additional projected 10 million new users by 2020. Mobile commerce is already taking a 29% share of all eCommerce transactions and only expected to grow as smartphone penetration grows. Credit cards account for most domestic online transactions and Turkish consumers enjoy taking advantage of monthly installments offered by local issuers.

Growing adoption of mobile money

eCommerce revenue in Uganda is expected to reach $395.7 by the end of 2023 to become the second largest online market in East Africa after Kenya. Mobile money is growing at a fast pace with 30 million users and a share size of 56%. Yet, card, cash and online banking remain relevant payment methods.