To read this content please select one of the options below:

Africa's e-commerce players must overcome hurdles

Thursday, July 18, 2019


African e-commerce.


Jumia, Africa’s largest e-commerce operator and first technology ‘unicorn’, raised 196 million dollars in its New York Stock Exchange (NYSE) IPO listing in April, with a current estimated sales growth of 67.6% for 2020. E-commerce in Africa is estimated to rise from an estimated 16.5 billion dollars in 2017 to 75 billion by 2025, according to McKinsey, propelled by a projected increase in consumer spending in Africa to over 2 trillion dollars by 2030.


  • There will be exponential growth in the development of complementary, facilitative and enabling services (such as payments and logistics).
  • Industry growth will reaffirm the link between technical infrastructure indicators and economic growth, leading to higher public investment.
  • There will be a greater demand from civil society groups for more robust legal and regulatory frameworks around consumer protection.
  • Start-ups with a multinational footprint will facilitate more intra-African trade and greater economic integration over the long term.

Related articles

Expert Briefings logo
Stay up to date
Sign up to the Expert Daily Briefings email alert and receive up-to-the-minute analysis of global events as they happen.
*If your university does not have access to Expert Briefings, visit our information page to find out more.