<p>Africa's e-commerce market passed $50 billion in gross merchandise value in 2025 and is growing at 22% annually — faster than any other major region. The continent's combination of demographic dynamics, mobile-first internet adoption, and rapidly improving logistics is creating a window for both local and international commerce platforms.</p>
<h2>What's Driving Growth</h2>
<p>Three forces are compounding. First, mobile money: M-Pesa, MTN Mobile Money, and Airtel Money collectively serve over 400 million users, enabling payment without bank accounts in a region where bank penetration remains low. Second, youth demographics: Africa has the world's youngest population median (19 years old), with a rising middle class in Nigeria, Kenya, Egypt, and South Africa. Third, infrastructure: last-mile logistics is improving through motorcycle delivery networks, parcel lockers, and informal agent networks that international logistics companies are now formalizing.</p>
<h2>Market Structure</h2>
<p>The market is not monolithic. Nigeria and Kenya are the most developed e-commerce markets, with established players (Jumia, Jiji, Kilimall) and competitive dynamics. North Africa — Egypt, Morocco, Algeria — has high internet penetration and different consumer preferences. Sub-Saharan francophone Africa remains underserved relative to population.</p>
<p>Classifieds and C2C markets are particularly strong in Africa because new goods e-commerce faces supply chain challenges (customs, import costs, counterfeits) that peer-to-peer and second-hand markets don't. Platforms facilitating local trade rather than importing goods from China have structural advantages.</p>
<h2>Challenges for International Entrants</h2>
<p>Local knowledge matters disproportionately. Payment method integration (each country has different dominant mobile money providers), language (French, Swahili, Hausa, Arabic across different markets), and trust-building (cash on delivery remains high in many markets because of fraud concerns) all create friction for platforms that design from a European or US perspective.</p>