Table of Content




1. OVERVIEW
1.1. Catalyst
1.2. Summary

2. 2. E-COMMERCE HAS THE OPPORTUNITY TO TRANSFORM AFRICAN ECONOMIES
2.1. African e-commerce is underdeveloped but growing
2.2. Increasing digital connectivity will foster e-commerce progress
2.3. Increasing engagement with online shopping crucial to spurring growth

3. LOGISTICAL AND SOCIAL CHALLENGES PRESENT CHALLENGES FOR THE DEVELOPMENT OF E-COMMERCE IN AFRICA
3.1. Infrastructure gap inhibits efficient e-commerce operations
3.2. Poor government regulation and a lack of consumer trust prevent uptake of online retail

4. BUSINESSES HAVE LOOKED TO GAIN EARLY MOVER ADVANTAGE IN AFRICAN E-COMMERCE
4.1. Twiga Foods has used e-commerce to benefit the interests of farmers and consumers
4.2. Jumia has attributed recent revenue growth to its new free delivery service

5. COVID-19 HAS PROVIDED OPPORTUNITIES FOR THE AFRICAN E-COMMERCE MARKET
5.1. COVID-19 has accelerated e-commerce adoption
5.2. Rapid adoption amidst the pandemic may have exacerbated inequalities

6. APPENDIX
6.1. Abbreviations and acronyms
6.2. Sources
6.3. Further reading

7. ASK THE ANALYST

8. ABOUT MARKETLINE



List of Figures


List of Figures
Figure 1: E-commerce is increasing in popularity in Africa
Figure 2: Infrastructure remains a crucial barrier to e-commerce uptake
Figure 3: Twiga Foods has provided innovative solutions to connecting farmers and informal retailers
Figure 4: COVID-19 has benefitted African e-commerce but increased gender inequalities in the sector

List of Tables