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1. AFRICA B2C E-COMMERCE MARKET 2019
PUBLICATION DATE: JUNE 2019
PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4-8 TABLE OF CONTENTS I PAGE 9 REPORT-SPECIFIC SAMPLE
CHARTS I PAGE 10 METHODOLOGY I PAGE 11 RELATED REPORTS I PAGE 12 CLIENTS I PAGE 13-14 FREQUENTLY ASKED QUESTIONS I
PAGE 15 ORDER FORM I PAGE 16 TERMS AND CONDITIONS

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Africa B2C E-Commerce Market 2019
Report
B2C E-Commerce
Africa
Egypt, Kenya, Morocco, Nigeria, South Africa
English
PDF & PowerPoint
102
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QUESTIONS
ANSWERED
IN THIS 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?
SECONDARY MARKET
RESEARCH
Our reports are exclusively based on secondary market research. Our researchers derive
information and data from a variety of reliable published sources and compile the data into
understandable and easy-to-use formats.
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Up-To-Date Analysis
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AFRICA B2C E-COMMERCE MARKET 2019

3. AFRICA’S B2C E-COMMERCE SALES ARE RISING
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. 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%.
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.
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.
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.
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.
AFRICA B2C E-COMMERCE MARKET 2019
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4. MANAGEMENT SUMMARY
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
SOUTH AFRICA
3.1. OVERVIEW
 B2C E-Commerce Market Overview, May 2019
3.2. TRENDS
 Breakdown of Internet Traffic by Device, in %, 2018
 Devices Used for Shopping Online, in % of Online Shoppers, 2016 & 2018e
 Cross-Border Online Shoppers Penetration, in % of Online Shoppers, 12 Months to May, 2018
3.3. SALES & SHARES
 B2C E-Commerce Sales, in ZAR billion, 2016 - 2023f
 B2C E-Commerce’s Share of Total Retail Sales, 2018 - 2023f
 B2C E-Commerce Sales, in ZAR billion, 2015 – 2020f
 B2C E-Commerce’s Share of Total Retail Sales, 2018 & 2022f
3.4. INTERNET USERS & ONLINE 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
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AFRICA B2C E-COMMERCE MARKET 2019
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SOUTH AFRICA (CONT.)
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
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. INTERNET USERS & ONLINE 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
AFRICA B2C E-COMMERCE MARKET 2019
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NIGERIA (CONT.)
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
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
 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. INTERNET USERS & ONLINE 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
ARFICA B2C E-COMMERCE MARKET 2019
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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. INTERNET USERS & ONLINE 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
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
AFRICA B2C E-COMMERCE MARKET 2019
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KENYA (CONT.)
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. INTERNET USERS & ONLINE SHOPPERS
 Internet Penetration, in % of Individuals, 2011 - 2017
 Online Shopper Penetration, in % of Internet Users, 2017
7.5. PAYMENTS
 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
AFRICA B2C E-COMMERCE MARKET 2019
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AFRICA B2C E-COMMERCE MARKET 2019
REPORT-SPECIFIC SAMPLE CHARTS

10. GENERAL METHODOLOGY OF OUR MARKET REPORTS
Secondary Market Research
 The reports are compiled based on secondary market research.
Secondary research is information gathered from previously published
sources. Our reports are solely based on information and data acquired
from national and international statistical offices, industry and trade
associations, business reports, business and company databases, journals,
company registries, news portals and many other reliable sources. By using
various sources we ensure maximum objectivity for all obtained data. As a
result, companies gain a precise and unbiased impression of the market
situation.
 Cross referencing of data is conducted in order to ensure validity
and reliability.
 The source of information and its release date are provided on
every chart. It is possible that the information contained in one chart is
derived from several sources. If this is the case, all sources are mentioned
on the chart.
 The reports include mainly data from the last 12 months prior to
the date of report publication. Exact publication dates are mentioned in
every chart.
Definitions
 The reports take into account a broad definition of B2C E-
Commerce, which might include mobile commerce. As definitions may vary
among sources, exact definition used by the source (if available) is included
at the bottom of the chart.
Chart Types
 Our reports include text charts, pie charts, bar charts, rankings,
line graphs and tables. Every chart contains an Action Title, which
summarizes the main idea/finding of the chart and a Subtitle, which provides
necessary information about the country, the topic, units or measures of
currency, and the applicable time period(s) to which the data refers. With
respect to rankings, it is possible that the summation of all categories
amounts to more than 100%. In this case, multiple answers were possible,
which is noted at the bottom of the chart.
Report Structure
 Reports are comprised of the following elements, in the following
order: Cover page, preface, legal notice, methodology, definitions, table of
contents, management summary (summarizing main information contained
in each section of report) and report content (divided into sections and
chapters). When available, we also include forecasts in our report content.
These forecasts are not our own; they are published by reliable sources.
Within Global and Regional reports, we include all major developed and
emerging markets, ranked in order of importance by using evaluative criteria
such as sales figures.
Notes and Currency Values
 If available, additional information about the data collection, for
example the time of survey and number of people surveyed, is provided in
the form of a note. In some cases, the note (also) contains additional
information needed to fully understand the contents of the respective data.
 When providing information about amounts of money, local
currencies are most often used. When referencing currency values in the
Action Title, the EUR values are also provided in brackets. The conversions
are always made using the average currency exchange rate for the respective
time period. Should the currency figure be in the future, the average
exchange rate of the past 12 months is used.
METHODOLOGY OF OUR AFRICA B2C E-COMMERCE MARKET 2019
Report Coverage
 This report covers the B2C E-Commerce market in Africa. The
following countries were included: Egypt, Kenya, Morocco, Nigeria, South
Africa. A broad definition of retail E-Commerce used by some original
sources cited in this report might include both B2C and C2C E-Commerce.
 The report contains relevant information about international
comparisons, market trends, B2C E-Commerce sales and shares, Internet
users and shoppers, products, payment methods, delivery and players. Not
all types of information were included for each country, due to varying data
availability.
Report Structure
 The report starts with an overview of the regional E-Commerce
market compared to other global regions and the region’s country
comparisons in terms of criteria relevant to B2C E-Commerce, such as
Internet and online shopper penetration rates. The rest of the report is
divided into country chapters, presented in the descending order of retail
E-Commerce sales. Where no comparable E-Commerce sales figures were
available, other relevant criteria were used to rank the countries, such as
Internet and online shopper penetration rates.
 Each country description starts with an overview of the market,
highlighting the overall B2C E-Commerce development.
 Next, the “Trends” section includes an overview of market trends,
such as M-Commerce and cross-border online shopping. This information
was not available for each of the covered countries.
 The section “Sales & Shares” covers the development of retail
B2C E-Commerce sales and E-Commerce’s share of total retail sales, where
available.
 In the “Users & Shoppers” section, information about Internet
penetration and online shoppers is included.
 Afterwards, the section “Products” shows the leading product
categories purchased online. For some of the covered countries this
information was not available.
 The next section, “Payment”, covers the payment methods most
used by online shoppers, or other information related to online payment,
where available.
 Furthermore, the “Delivery” section covers information related to
delivery in B2C E-Commerce. This information was not available for each of
the covered countries.
 Finally, the “Players” section includes information about the
leading B2C E-Commerce companies, including rankings of top online
shopping platforms by website visits. For the top two countries in the region,
also a text chart with a qualitative overview of competition was included.
AFRICA B2C E-COMMERCE MARKET 2019
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