African E-commerce : 5 Growth Levers to Activate in 2026

From USD 7.7 billion in 2017 to USD 113 billion projected by 2029. African e-commerce is no longer a promise. It's a fact.

The African e-commerce market is growing at an annual rate of 11.9% and is expected to reach USD 113 billion by 2029. Nigeria alone accounts for USD 9.35 billion in 2025, with projections reaching USD 16.83 billion by 2030. But this growth won't be linear. It will hinge on five strategic levers.

1. Mobile-First Is No Longer Optional

Africa generates 69% of its web traffic via mobile—13 points above the global average. By 2040, the market will be almost exclusively mobile. For 2026, any retail strategy that doesn't put mobile at the center is destined to fail. Optimized apps, one-click checkout, personalized push notifications are no longer "nice to have."

2. Mobile Money as Infrastructure

Digital wallets and mobile money services will process over USD 500 billion in transactions across Africa in 2025. M-Pesa in Kenya, OmniRetail in Nigeria (which just raised USD 20 million in Series A): mobile payment is no longer a complement to the banking system. It is the system.

57% of adults in Sub-Saharan Africa remain unbanked. Mobile money is their gateway to digital commerce.

3. Healthcare: The Most Dynamic Segment

Strategic surprise: the healthcare segment shows the highest CAGR in African e-commerce at 22.4% through 2033. Telemedicine, online pharmaceuticals, wellness equipment: post-pandemic health awareness has created a structural market. Generalist retailers that don't integrate a health vertical are missing a major opportunity.

4. AfCFTA as Cross-Border Accelerator

The African Continental Free Trade Area promises simplified customs corridors and a unified market of 1.3 billion consumers. Cross-border e-commerce is already growing at a CAGR of 13% and will accelerate if tariff barriers effectively drop. For retailers, this means: think regional from day one.

5. Last Mile as Competitive Advantage

Last-mile logistics will account for 50% of African e-commerce logistics costs in 2025. It's the sector's Achilles' heel, but also where market share is won. Drones, automated lockers, partnerships with banking agent networks: innovations are multiplying. Retailers who master their logistics chain control their destiny.

The BAICI Takeaway

African e-commerce in 2026 isn't a replica of the Amazon model. It's a hybrid ecosystem where social commerce, mobile money, innovative logistics, and cross-border trade converge. The winners will be those who understand that succeeding in Africa means solving concrete problems: unstable networks, trust to build, payment to simplify. The market rewards those who adapt.

Sources & Methodology

• Mordor Intelligence - Nigeria E-commerce Market Size 2025-2030

• Market Data Forecast - Africa E-commerce Market Report 2033

• GSMA - Mobile Money Transactions Report 2025

• World Bank - Global Findex Report 2023

• TechCabal Insights - Future of African Commerce 2025

• U.S. International Trade Administration - Rise of E-commerce in Africa

Data presented in this article comes from institutional sources and recognized market research. BAICI is committed to verifying the accuracy of all published information.