Browse, click, pay: E-Commerce in Africa finds growing outlet

Young Ghanaian entrepreneur Nana Tamakloe could hardly have a simpler business plan. When people order clothes from his website, he buys the items from stalls and shops in Accra, ships them with DHL and gets paid online.

His suppliers love him as a regular customer and don’t care that he doubles their prices to cover his costs.

“Most of the clothes sellers and tailors don’t have a way to reach clients abroad, so I was like: ‘Let’s create an e-commerce platform,'” said Tamakloe, whose website serves customers in the West and some in Africa.

Tamakloe’s business is small but he is tapping into a market manufacturers and internet companies say will be big: online retail in Africa.

The backdrop is simple. The growth of Africa’s middle class has created demand for products that conventional retail struggles to satisfy due to a shortage of malls and grinding traffic in many cities that deters shoppers.

African e-commerce companies that tailor their services to African markets have stepped forward to fill the void.

The sector is still in its infancy. The internet’s contribution to Africa’s gross domestic product stood at 1.1 percent in 2013, much lower than other emerging markets. But this could rise to 10 percent, or $300 billion, by 2025, according to a report by consultants McKinsey’s & Company.

Even in South Africa, the market leader, online retail sales are less than 1 percent of total sales, said Arthur Goldstuck of market research firm World Wide Worx.

Last year, hedge fund Tiger Global invested $100 million in South African online shopping company Takealot. The German firm Rocket Internet also ploughed 120 million euro in Nigeria-based online retailer Jumia in November.

Rocket, emerging markets telecoms group Millicom and MTN own Africa Internet Group (AIG), an e-commerce company that operates in 27 countries and has firms that include Jumia and Lamudi, a site to trade real estate.

The newness of the sector creates a scramble for dominance and consumer choice. If a customer wants to trade second hand goods then OLX, owned by South African media and technology giant Naspers, provides an service online.

If it is Western goods, then Mall of Africa facilitates that online in Nigeria as does e-commerce store Konga.

Inevitably, the sector is growing quickest in sub-Saharan Africa’s sturdier economies and fastest of all in South Africa, where retail resembles that of South East Asian countries with its more developed e-commerce sector, experts said.

But the potential in countries such as Kenya, Uganda, Nigeria, Ghana, Ivory Coast and Senegal is such that online retailers say their main aim is not to beat their competitors so much as to grab a bigger slice of the overall retail market.

“Becoming number one is not difficult. The real objective is to be the leader across online and offline,” said Jeremy Hodara, co-chief executive of AIG.

Expansion requires attracting new customers, allaying fears of fraud, building trading platforms, and mastering delivery networks.

African e-commerce firms take cash payments on receipt of goods, since credit card penetration rates are still relatively-low on the continent.

Source: Business & Financial News, Breaking US & International News |