The Rise of E-commerce in Sub-Saharan Africa

Sub-Saharan Africa now has over 500 million internet users, with mobile penetration exceeding 80% in urban areas. This growing connectivity, combined with an emerging consumer-hungry middle class, creates fertile ground for e-commerce.

The African e-commerce market is expected to reach $75 billion by 2027. The most dynamic sectors are fashion, electronics, local food products and crafts. African consumers are young (median age 19) and naturally digital-first.

However, structural challenges persist. The lack of precise addressing complicates deliveries. Trust in online payments remains limited in some areas. And logistics infrastructure is often insufficient outside major cities.

Local marketplaces like Jumia, Konga and Takealot have paved the way, but opportunities for niche platforms are immense. African crafts, organic products and culinary specialties find an enthusiastic audience in Europe.

Africa-Europe intercontinental trade represents a unique opportunity: African producers access a market of 450 million European consumers, while European brands reach a continent of 1.4 billion inhabitants.

The keys to success in African e-commerce are adapting to local payment methods (Mobile Money), implementing reliable logistics solutions (relay points) and communicating in local languages. Platforms that tick all three boxes have a decisive advantage.