Africa's E-Commerce Boom: US$56B Market by 2029
Africa is redefining global digital commerce, driven by mobile-first solutions, rising smartphone adoption, and an increasingly tech-savvy consumer base. With e-commerce projected to reach a market size of $40.49 billion by 2025, the continent is no longer an emerging player—it is becoming a global e-commerce powerhouse.
Market Growth and Future Projections
According to Statista, Africa’s e-commerce market is expected to generate $40.49 billion in revenue by 2025, with an anticipated annual growth rate (CAGR 2025-2029) of 8.46%, reaching a market volume of $56.03 billion by 2029. This rapid growth is particularly pronounced in regions where traditional retail infrastructure is limited, enabling Africa to leapfrog conventional retail models and adopt digital-first commerce.
Digital Infrastructure: The Foundation of Growth
Africa’s tech revolution is powered by expanding digital infrastructure. While the continent has some of the fastest-growing online populations globally, internet penetration remains uneven. Southern Africa leads with a 68% penetration rate, whereas Middle Africa lags behind at just 25%. Despite these disparities, digital connectivity is advancing, presenting a massive untapped opportunity for further growth.
Countries with high internet penetration and strong digital adoption, including South Africa, Kenya, Morocco, Egypt, Nigeria, Ghana, Botswana, and Seychelles, are emerging as key e-commerce hubs. Jumia’s VP of Global Public Affairs & Communications, Abdesslam Benzitouni, highlights the role of affordable smartphones and expanding internet access in bringing millions of Africans online, significantly boosting digital services and e-commerce.
Mobile-First Commerce and Digital Payments
Africa’s mobile-first economy is at the heart of its e-commerce transformation. According to TechCabal Insights, mobile transactions will account for over 60% of Africa’s e-commerce sales by 2025, with mobile adoption projected to hit 623 million unique subscribers by the same year. Mobile wallets and digital payment platforms, such as M-Pesa, Flutterwave, and JumiaPay, are revolutionising online shopping, making transactions more seamless, inclusive, and accessible to millions who previously had limited access to traditional banking services.
Conclusion: Africa’s E-Commerce Power Shift
Africa’s e-commerce growth is no longer speculative—it is a defining trend in global digital trade. As connectivity improves, smartphone penetration rises, and digital payment solutions expand, the continent is cementing its position as a leader in online commerce. With a projected market value of $56.03 billion by 2029, Africa’s digital economy is not just about consumption—it is shaping the future of global e-commerce.
Emmanuel is the founder and principal of Sarko Partners, a UK-based business development agency bridging opportunities between the UK and key African markets. He has developed his career as a Senior Africa-focused Analyst having held positions in different private investment groups operating in Subsaharan Africa. Emmanuel also holds a position at FurtherMarkets where he manages a number of Business Development initiatives connecting Southern Africa to foreign markets, particularly the UK, the US, and the European Union. Emmanuel was born in Zimbabwe to a Malawian family and grew up in London. He holds an International Economic Law degree from the University of London.
