1. Market Research
  2. > Retail
  3. > Non-Store Retail Market Trends
African B2C eCommerce Growth Opportunities, Forecast to 2020

African B2C eCommerce Growth Opportunities, Forecast to 2020

  • November 2018
  • 82 pages
  • ID: 5623086
  • Format: PDF
  • Frost & Sullivan


Table of Contents

Omni Channel Integration Central to Developing a Successful eCommerce Model
This research study provides an analysis of the African Business to Consumer (B2C) eCommerce market. The stakeholder scope includes B2C companies; geographic scope includes key African countries such as Egypt, Kenya, Nigeria and South Africa; and product category scope includes a number of segments such as books, electronics, fashion, household appliances, office supplies, real estate, smartphones and accessories, travel tickets, movie tickets, food/grocery and vehicle purchase/rentals, amongst others.

This study also details the key components and key stakeholders of the eCommerce value chain, primary retail structures, different types of eCommerce business models and also the role of eCommerce in the retail market value chain.It provides a snapshot of global eCommerce trends in terms of market size, product category and key markets.

It also highlights the key market drivers and restraints that are shaping the African eCommerce market.

Research Highlights
The research presents an analysis of the African eCommerce market, including the key digital indicators, competitive market landscape and the extent of eCommerce market development across key African countries, along with the B2C market size for Middle East and Africa (MEA) and Africa.It provides an overview of the contribution of the MEA and African B2C eCommerce markets to the overall retail market.

It also provides a snapshot of the key eCommerce product categories in Africa and the key companies across the leading product categories.

The study throws light on the results of the B2C survey conducted to understand the needs, preferences and buying behaviour of customers in terms of product category, payments, delivery, platforms, devices and retail models; and the impact of social media on online purchase decisions.

Further, this research service provides a country analysis for eCommerce markets in Egypt, Kenya, Nigeria and South Africa and also highlights key companies across key product categories.It discusses the business model, product portfolio, distribution and delivery, payments and after-sales service, digitized engagement, digital customer acquisition and growth strategy of key eCommerce leaders like Jumia Nigeria and Takealot in South Africa.

It also lists key mergers and acquisitions that have shaped the African eCommerce market and have resulted in consolidation. It further highlights key market trends in terms of eCommerce operations as well as technology adoption within the African market.

This study explores key growth opportunities that businesses will look to invest in and the strategic imperatives they will adopt to accelerate their eCommerce journey. It also provides key predictions for the African eCommerce market, in terms of consumption and technological advancements.

Key Issues Addressed
• What are the main components in an eCommerce value chain and who are the key stakeholders? What are the different types of eCommerce business models?
• What are the key global trends in terms of market size and growth, and eCommerce as a % of total retail sales?
• What are the key drivers and restraints for the development of the eCommerce market in Africa?
• How are the key digital indicators shaping the African eCommerce market? What is the market size of the MEA eCommerce market?
• What were the findings and analysis from the B2C survey that was conducted to understand customer buying behaviour in terms of product category, payments, delivery, platforms, devices and retail models; and the impact of social media on customer purchase decisions?
• How is the eCommerce market growing in terms of market development, competition, growth potential and product category penetration in Egypt, Kenya, Nigeria and South Africa?
• How are emerging leaders like Jumia and Takealot advancing in the eCommerce market?
• How are the key mergers and acquisitions impacting the market? What are the key trends shaping the African eCommerce market?
• What are the potential growth opportunities in Africa that eCommerce companies can capitalise on to grow their businesses and stay competitive?

Naila Govan-Vassen

Get Industry Insights. Simply.

  • Latest reports & slideshows with insights from top research analysts
  • 150+ Million searchable statistics with tables, figures & datasets
  • More than 25,000 trusted sources
  • Single User License — provides access to the report by one individual.
  • Department License — allows you to share the report with up to 5 users
  • Site License — allows the report to be shared amongst all employees in a defined country
  • Corporate License — allows for complete access, globally.
Ahmad helps you find the right report:

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

We were impressed with the support that ReportLinker’s research specialists’ team provided. The report we purchased was useful and provided exactly what we want.

Category Manager at

ReportLinker gave access to reliable and useful data while avoiding dispersing resources and spending too much time on unnecessary research.

Executive Director at
PwC Advisory

The customer service was fast, responsive, and 100% professional in all my dealings (...) If we have more research needs, I'll certainly prioritize working with ReportLinker!

Scott Griffith

Vice President Marketing at
Maurice Sporting Goods

The research specialist provided prompt, helpful instructions for accessing ReportLinker's product. He also followed up to make sure everything went smoothly and to ensure an easy transition to the next stage of my research

Jessica P Huffman

Research Associate at
American Transportation Research Institute

Excellent customer service. Very responsive and fast.

Director, Corporate Strategy at

I reached out to ReportLinker for a detailed market study on the Air Treatment industry. The quality of the report, the research specialist’s willingness to solve my queries exceeded my expectations. I would definitely recommend ReportLinker for in-depth industry information.

Mariana Mendoza

Global Platform Senior Manager at
Whirlpool Corporation

Thanks! I like what you've provided and will certainly come back if I need to do further research works.

Bee Hin Png

CEO at
LDR Pte Ltd

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

  • How we can help
    • I am not sure if the report I am interested in will fulfill my needs. Can you help me?
    • Yes, of course. You can call us at +33(0) 4 37 65 17 03 or drop us an email at researchadvisor@reportlinker.com to let us know more about your requirements.
    • We buy reports often - can ReportLinker get me any benefits?
    • Yes. Set up a call with a Senior Research Advisor to learn more - researchadvisor@reportlinker.com or +33(0) 4 37 65 17 03.
    • I have had negative experiences with market research reports before. How can you avoid this from happening again?
    • We advise all clients to read the TOC and Summary and list your questions so that we can get more insight for you before you make any purchase decision. A research advisor will accompany you so that you can compare samples and reports from different sources, and choose the study that is right for you.

  • Report Delivery
    • How and when I will receive my Report?
    • Most reports are delivered right away in a pdf format, while others are accessed via a secure link and access codes. Do note that sometimes reports are sent within a 12 hour period, depending on the time zones. However, you can contact us to escalate this. Should you need a hard copy, you can check if this option is offered for the particular report, and pay the related fees.
  • Payment conditions
    • What payment methods do you accept?
      1. Credit card : VISA, American Express, Mastercard, or
      2. You can download an invoice to pay by wire transfer, check, or via a Purchase Order from your company, or
      3. You can pay via a Check made out in US Dollars, Euros, or British Pounds for the full amount made payable to ReportLinker
    • What are ReportLinker’s Payment Terms?
    • All payments must normally be submitted within 30 days. However, you can let us know if you need extended time.
    • Are Taxes and duties included?
    • All companies based in France must pay a 20% tax per report. The same applies to all individuals based in the EU. All EU companies must supply their VAT number when purchasing to avoid this charge.
    • I’m not satisfied. Can I be refunded?
    • No. Once your order has been processed and the publisher has received a notification to send you the report, we cannot issue any refund or cancel any order. As these are not ‘traditional’ products that can be returned, reports that are dispatched are considered to be ‘consumed’.
  • User license
    • The license that you should acquire depends on the number of persons that need to access the report. This can range from Single User (only one person will have the right to read or access the report), or Department License (up to 5 persons), to Site License (a group of persons based in the same company location), or Corporate License (the entire company personnel based worldwide). However, as publishers have different terms and conditions, we can look into this for you.


Reportlinker.com © Copyright 2020. All rights reserved.

ReportLinker simplifies how Analysts and Decision Makers get industry data for their business.

Make sure you don’t miss any news and follow us on