[ACCI-CAVIE] Africa, a continent in the midst of a digital transformation, is poised for a revolution in online commerce. Driven by a young population, technological advances and improved Internet access, African e-commerce is booming. By 2025, almost 40% of Africans are expected to be shopping online, a development that is already attracting the attention of international investors and businesses.

Africa is on the brink of an e-commerce revolution, with 40% of the population expected to shop online by 2025. This growth is being driven by a young population, improved Internet access and the development of digital financial services on the continent. The potential of African e-commerce is attracting more and more investors and companies looking to seize opportunities in this fast-evolving market.

The main driver of this expansion is Africa’s youth, who are increasingly connected and eager to embrace new technologies. With smartphone penetration rising steadily, African consumers are rapidly adopting digital payment solutions and e-commerce platforms for their everyday purchases. Major players such as Jumia, Afrikrea and other local platforms are playing a key role in the emergence of this sector.

However, despite its potential, e-commerce in Africa faces a number of obstacles. Logistics infrastructures are still inadequate in many regions, making it difficult to deliver products. In addition, regulations and customs barriers often hamper intra-African trade. To overcome these challenges, initiatives such as the African Continental Free Trade Area (AfCFTA) aim to facilitate trade on the continent, thereby strengthening the e-commerce sector.

With the number of online consumers expected to grow, the opportunities for local and international businesses are enormous. Investors are focusing on African start-ups specialising in digital commerce, anticipating strong demand for innovative solutions tailored to the needs of African consumers. The fashion, electronics and food sectors are particularly promising.

The rapid development of online commerce in Africa represents a considerable opportunity for businesses, investors and consumers. While logistical and regulatory obstacles persist, ongoing efforts to improve infrastructures and harmonise trade policies should enable Africa to establish itself as a major player in global e-commerce. 

The editorial team