Africa’s three major e-commerce markets and six major e-commerce websites

In the e-commerce sector alone, Africa’s three largest economies dominate.

West African countries have the largest number of e-commerce sites in Nigeria, and 40% of e-commerce companies in Africa are based in Nigeria. However, the West African country has a 48% Internet penetration rate.

With an Internet penetration rate of 79% in Kenya and the largest mobile wallet provider in Africa, M-Pesa, the availability of secure payment systems has stimulated Internet access and online purchases.

With a population of 55.5 million and a Internet penetration rate of 54%, South Africa has a large middle class and perhaps the most cross-border country.

Despite the fruitful development of e-commerce in Africa, some companies have failed to maintain their vitality. In December 2018, the Nigerian e-commerce platform DealDey closed its store after serving for seven years. Other companies that have closed down in Nigeria include OLX, Kwese Satelite, Zoto, and Efritin. Despite this, Africa still has six pioneering e-commerce websites.

Africa 6 major e-commerce website


The Jumia Group was founded in 2012 and is headquartered in Nigeria with more than 3,000 employees. Jumia is the most funded e-commerce startup in Africa, operating in 14 countries in Africa and the Middle East, each with its own site.


Founded in 2002, South Africa’s Takealot has an extensive catalog and a wide range of products, including books, games, computers and beauty products. In April 2017, Takealot received more than $69 million in significant investments from Naspers, a large African digital company. In 2014, the online retailer received $100 million in investment from Tiger Global Management. It is reported that Naspers owns 53.5% of Takealot and Tiger International owns 34%.


Founded in South Africa in 2012, Zando is an online fashion e-commerce platform funded by the Rocket Internet, based in Germany. Zando is a subsidiary of the Jumia Group, a fashion retailer with operations in many vertical areas in other African countries.

Mall for Africa

MallforAfrica is Africa’s global e-commerce solution that provides Africans with a platform to buy goods directly from international online retailers. Otherwise, Africans will not be able to access these companies.

Currently, MallforAfrica is mainly concentrated in African countries such as Nigeria, Ghana and Kenya, and will be extended to other African countries in the future.


Konga is a Nigerian e-commerce platform founded in 2012, which is often referred to as “Africa’s Amazon.” In 2015, Konga partnered with the Bank of Nigeria to launch KongaPay, an online payment method that addresses the issue of trust in online payments in Africa.


Kilimall, Kenya’s largest online shopping mall, is relatively new in e-commerce, but since its launch in 2014, it has successfully created a cross-continental logo that is currently operating in other countries such as Nigeria and Uganda.

Kilimall is known for providing mobile phones, computers and other electronic products. It has top brands such as Samsung, Huawei, Lenovo and Philips. In addition, the site also offers other products such as home appliances, clothing, books, health and beauty products.

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