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Africa B2C E-Commerce and Payment Market 2022

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Description

Countries Covered: Egypt, Kenya, Morocco, Nigeria, South Africa

Pages: 90

Publication Date: 25/05/2022

Questions Covered in the report:

  • What are the current and projected growth rates of online retail sales in Africa?
  • How high is online shopper penetration in Africa’s top markets?
  • What are the most popular online payment methods in Egypt, Nigeria, Morocco, Kenya and South Africa?
  • How does Internet penetration differ across the African markets?
  • Who are the prominent E-Commerce market players in the major African markets?

Key Findings:

Africa’s B2C E-Commerce sales are rising

Hamburg-based secondary market research firm yStats.com has released a new report titled “Africa B2C E-Commerce and Payment Market 2022.” The report tells of the growth potential of the expanding online retail in the region and details market sizes, consumer behavior and payment method developments for 5 African countries.

Mobile Commerce in Africa is accelerating

Mobile commerce in Africa is especially promising, as the MENA region has the second highest share of M-Commerce sales when compared to other regions worldwide. Overall rise in the Internet connectivity also contributes to the growth of B2C E-Commerce, with the number of Internet users expected to rise by over 10 million this year alone, according to projections cited in the yStats.com report. As of last year, only a small single-digit percentage share of overall retail sales in Africa were online, indicating a large growth potential.

The biggest B2C E-Commerce markets in Africa

The three largest online retail markets in Africa in 2022 remain South Africa, Nigeria and Egypt. In South Africa, around a high double-digit share of individuals searched for a product or service to buy online or visited an online retail site/store in 2021. Furthermore, the top product categories in South Africa include electronics, fresh food and household appliances. Nigeria enjoys an online shopper penetration rate of close to one-quarter, with over half of the population using the Internet in 2022 – almost double the share when compared 2017, according to the findings cited in the yStats.com report. Furthermore, Egypt has a continuously growing E-Commerce market, with online retail sales projected to grow by around one-third from 2021 to 2024.

Increasing mobile payments help drive Africa’s online shopping boom

According to findings in the new yStats.com publication, one of the main drivers of online retail development in Africa is the growing use of mobile payment methods, going hand in hand with the increased use of the Internet and making purchases online. In Kenya, the share of E-Commerce spending generated through a mobile phone was over 50% in the country. Mobile payment transactions in Kenya are on the rise and experience a continuous double-digit growth. Not only that, but almost three quarters of the population in Kenya owns a mobile money account. Nevertheless, cash remains a popular payment method used by online shoppers in countries such as Egypt and Morocco.

1.Management Summary

2.Regional

  • Internet Users in Africa, in millions, and Share of Worldwide Internet Users, in %, 2021e-2025f
  • B2C Internet Penetration in Africa, in % of Population, by Sub-Region, February 2022
  • Internet Penetration in Africa, by Selected Countries, incl. Egypt, Kenya, Morocco, Nigeria, South Africa, in % of Population, March 2021
  • Mobile Internet Users in Sub-Saharan Africa, in millions, and Mobile Internet Penetration, in % of Population, 2020-2025f
  • 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, January-March 2022
  • M-Commerce Sales Share in the Middle East and Africa, in % of Total Retail E-Commerce Sales, Compared to other Regions Worldwide, May 2021
  • Breakdown of Payment Methods Used in B2C E-Commerce, in %, by Selected Countries, incl. Egypt, Kenya, Morocco, Nigeria and South Africa, 2021e

3. South Africa

3.1.  Overview

  • B2C E-Commerce Market Overview, December 2021

3.2.  Trends

  • Breakdown of Internet Traffic by Device, in %, Q1 2022
  • Breakdown of B2C E-Commerce Sales by Domestic and Cross-Border, in %, 2020

3.3.  Sales & Shares

  • B2C E-Commerce Sales, in ZAR billion, and Year-on-Year Change, in %, 2018 – 2022f
  • B2C E-Commerce Share of Total Retail Sales, in %, 2020 – 2022f

3.4.  Users & Shoppers

  • Number of Monthly Internet Users, in millions, 2019 & 2020
  • Online Shopper Penetration, in % of Internet Users, 2019 & 2020
  • Top Reasons for Accelerated Online Shopping Behavior, in % of Consumers, November 2020

3.5.  Products

  • Breakdown of Frequency of Shopping Online, by Selected Product Categories, in % of Consumers, November 2020
  • Product Categories Purchased Online, in % of Consumers, November 2020

3.6.  Payment

  • Breakdown of Payment Methods Used in B2C E-Commerce, in %, 2021
  • Share of Respondents Who Made Mobile Payments, in %, 2019 & 2020
  • Card Payments Value, in ZAR trillion, and Year-on-Year Change, in %, 2016 – 2024f

3.7.  Players

  • B2C E-Commerce Players Overview, December 2021
  • Top 4 E-Commerce Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Average Visit Duration, Pages Per Visit and Bounce Rate, January 2022

4. Nigeria

4.1.  Overview

  • B2C E-Commerce Market Overview and International Comparisons, April 2022

4.2.  Trends

  • Breakdown of Internet Traffic by Device, in %, Q1 2022
  • Breakdown of B2C E-Commerce Sales by Domestic and Cross-Border, in %, 2020

4.3.  Sales & Shares

  • B2C E-Commerce Sales, in USD billion, 2020 & 2021e

4.4.  Users & Shoppers

  • Internet Penetration, in % of Population, 2017 – 2021 & January 2022
  • Online Shopper Penetration, in % of Population, 2021e

4.5.  Products

  • Breakdown of B2C E-Commerce Sales by Product Category, in %, 2021e

4.6.  Payment

  • Breakdown of Payment Methods Used in B2C E-Commerce, in %, 2021e
  • Number of Mobile Payment Transactions, in millions, and Value, in NGN billion, 2017 – 2021
  • Payment Options Offered by Two Major B2C E-Commerce Players, March 2022

4.7.  Delivery

  • Delivery Options Offered by Two Major B2C E-Commerce Players, March 2022

4.8.  Players

  • Top 5 Online Shopping Apps, by Downloads in Google Play Store, Apple App Store (iPhone and iPad), March 2022
  • Jumia Key Performance Indicators, incl. Annual Active Customers, Orders, GMV, TPV, JumiaPay Transactions, and Loss, 2019 – 2021

5. Egypt

5.1.  Overview

  • B2C E-Commerce Market Overview and International Comparisons, April 2022

5.2.  Trends

  • Breakdown of Internet Traffic by Device, in %, Q1 2022
  • Breakdown of B2C E-Commerce Sales by Domestic and Cross-Border, in %, 2020
  • Breakdown of Platform Types Used for Online Shopping, in % of Online Shoppers, September 2021

5.3.  Sales & Shares

  • B2C E-Commerce Sales, in USD billion, 2021 – 2024f

5.4.  Users & Shoppers

  • Number of Internet Users, in millions, January 2019 – January 2022
  • Shopping-Related Activities Carried Out Online, in % of Internet Users, Q3 2021

5.5.  Products

  • Breakdown of B2C E-Commerce Sales by Product Category, in %, 2021e

5.6.  Payment

  • Breakdown of Payment Methods Used in B2C E-Commerce, in %, 2021e

5.7.  Delivery

  • Top Drivers of Online Shopping, in % of Internet Users, Q3 2021

5.8.  Players

  • Top 10 Retail Brands, incl. 3 B2C E-Commerce Brands, 2021

6. Morocco

6.1.  Overview

  • B2C E-Commerce Market Overview and International Comparisons, April 2022

6.2.  Trends

  • Breakdown of Internet Traffic by Device, in %, Q1 2022
  • Smartphone Penetration, Compared to the Region and Worldwide, in % of Population, 2021
  • Share of Online Shoppers Making Purchases via Mobile, Compared to the Region and Worldwide, in %, 2021

6.3.  Sales and Shares

  • B2C E-Commerce Volume, in USD million, 2020 – 2024f

6.4.  User & Shoppers

  • Internet Users, in millions, January 2021 & January 2022
  • Shopping-Related Activities Carried Out Online, in % of Internet Users, Q3 2021

6.5.  Products

  • Breakdown of B2C E-Commerce Sales by Product Category, in %, 2021e

6.6.  Payment

  • Breakdown of Payment Methods Used in B2C E-Commerce, in %, 2021e
  • Number of Online Transactions Made with Bank Cards, in millions, and Value, in MAD billion, by Domestic Credit Cards and Domestic and Foreign Cards (Total), First 9 Months of 2018, 2019, 2020, 2021

6.7.  Players

  • Top 3 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Average Visit Duration, Pages Per Visit and Bounce Rate, February 2022

7. Kenya

7.1.  Overview

  • B2C E-Commerce Market Overview and International Comparisons, April 2022

7.2.  Trends

  • Breakdown of Internet Traffic by Device, in %, Q1 2022

7.3.  Sales &Shares

  • B2C E-Commerce Sales, in USD billion, 2022f-2024f
  • B2C E-Commerce Share of Total Retail Sales, in %, 2021

7.4.  Users & Shoppers

  • Internet Penetration, in % of Population, 2017 – 2021 & January 2022e
  • Internet Users, in millions, January 2021 & January 2022
  • Preferred Shopping Method, in % of Respondents, 2021

7.5.  Payment

  • Top 3 Online Payment Methods, in % of B2C E-Commerce Payments, 2021
  • 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, 2011 – 2021

7.6.  Players

  • Top 5 Online Shopping Apps, by Downloads from Google Play Store, Apple App Store (iPhone and iPad), March 2022
Alibaba

Aliexpress

Amazon.com

ASOS

Avito

B tech

Carrefour

Gumtree

Ikea

Jumia

Kazyon

Kepios

Konga

Lucky Ten

Makro.co.za.

OLX

Olx.co.za

Shein

Souq

Takealot

ThankUCash

Ubereats

Wish

Woolworth

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