1. Management Summary

2. Overview and International Comparisons
B2C E-Commerce Market Overview, May 2019
Breakdown of Mobile Phone Ownership in Nigeria, by Smartphone, Other Mobile Phone and No Mobile Phone, in % of Adults, Compared to Ghana, Kenya, Senegal, South Africa, Tanzania, 2017
Internet Penetration in Nigeria, in % of Individuals, Compared to Egypt, Kenya, Morocco, Nigeria, 2017
Internet Penetration in Nigeria, in % of Population, Compared to South Africa and Sub-Saharan Africa, 2017 - 2022f
Mobile Internet User Penetration in Selected Countries, in % of Individuals, incl. Nigeria, 2018
Share of Internet Users Who Are Likely To Use Mobile Payment Next Year, in % of Internet Users, by Selected Countries, incl. Nigeria, Q1 2018

3. 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
Top 3 Countries Purchased from in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Nigeria, May 2018
Top 3 Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers, May 2018

4. 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

5. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2018e
Internet Penetration, in % of Individuals, 2017 – 2022f
Online Shopper Penetration, in % of Internet Users, 12 Months to May 2018
Breakdown of Frequency of Shopping Online, in % of Online Shoppers, 2018
Breakdown of Main Reasons to Shop Online, in % of Online Shoppers, 2018

6. Products
Breakdown of Product Categories Purchased Online, in % of Online Shoppers, 2018

7. Payment
Share of Adults Who Made at Least One Digital Payment in the Last 12 Months, in % of Adults, October 2018
Value and Number of Internet (Web) and Mobile Payment Transactions, in NGN billion and in millions, 2011- 2018
Breakdown of Likelihood of Using Mobile Payments Next Year, in % of Internet Users, Q1 2018
Payment Options Offered by Two Major E-Commerce Players, May 2019
Top 5 Payment Methods Used in Cross-Border E-Commerce, in % of Cross-Border Online Shoppers, May 2018

8. 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

9. 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

Companies Mentioned
- Jumia Technologies AG
- Jiji Press Ltd
- Konga Online Shopping Ltd
- Yudala Ltd
- DealDey Ltd
- Shakaramart.ng
- Amazon Inc
- AliExpress Ltd