A new report has shared that the top market contributors to e-commerce in Africa (excluding the North Africa region) over the last 3 years were South Africa, Nigeria, and Kenya. The report, publish by global payments company, Visa, also revealed that Ghana is showing growth in e-commerce activity as it also replaced Kenya in the top three contributors in 2020.
According to Visa, during the COVID-19 lockdown, the region saw new e-commerce users rise by 5% when compared to the active base in SSA the previous year.
“The three leading markets in SSA are starting to mature, providing the region with an established foundation and, when twinned with the growing penetration of eCommerce, it offers players in the payment space an opportunity they can capitalise on while helping to further accelerate the expansion of eCommerce in the region,” said Lineshree Moodley, Head of Visa Consulting and Analytics (VCA) in Sub-Saharan Africa.
The effects of the COVID-19 pandemic on e-commerce and changing shopping habits was not only felt across Africa but across the world too. A consumer survey that covered Brazil, China, Germany, Italy, the Republic of Korea, the Russian Federation, South Africa, Switzerland, and Turkey, found that half of the survey’s respondents now shop online more frequently and rely on the internet more for news, health-related information, and digital entertainment.