March 17, 2022

See Africa's top 5 e-commerce startups in 2021

Written by:
Eloise Barrett
  • E-commerce in Sub-Saharan Africa has recently been experiencing significant growth, a positive indicator for stakeholders.
  • Some of the region's most successful e-commerce startups are located in Nigeria, South Africa and Kenya.
  • More growth is expected to happen in the African e-commerce ecosystem, thanks to certain factors that are enabling it.

A recent report by California-based mobile marketing analytics firm, AppsFlyer, has shown that e-commerce in Sub-Saharan Africa is witnessing considerable growth in 2021. This is mainly due to a 55% increase in online retail spending. Also, the volume of downloads and installation of e-commerce apps on Android and iOS this year has also grown, standing at 55% and 32%, respectively.

This is a very interesting development for Africa's rather nascent e-commerce ecosystem. And even more interesting is the fact that this growth trajectory is poised to continue, due to certain factors. Some of these factors, according to Statista, are: the continent's tech-savvy young population, growing internet penetration and the availability of widespread digital payment startups that are enabling e-commerce.

Now, it is, perhaps, not very surprisingly that majority of the leading e-commerce companies in Africa are located in some of the continent's major economies –South Africa, Nigeria and Kenya. Daniel Junowicz, the Regional VP for Europe, Middle East and Africa at Appsflyer, said this during an interview:

"Basically, we have seen the growth come in from three main countries in Africa. We've seen South Africa growing really nice, Nigeria and Kenya. These three countries are leading the way."

Here are the top 5 e-commerce leaders in Africa according to Statista

That said, let us now take a closer look at the top five e-commerce companies across Africa. Note that the main metrics used for selecting these top five e-commerce platforms are mainly the website traffic and engagement.

  1. Jumia: According to Statista, the Jumia website in Nigeria receives the largest website traffic for an e-commerce platform in Africa. In May 2021, roughly 13 million unique visitors used Jumia for their shopping. Most of these visits came from Nigeria.
  2. This South African e-commerce platform is the second most visited online shop in Africa, according to data obtained from Statista. Apparently, the platform received as many as 12.2 million visitors in July 2021 alone. Most of the visits came from South Africa.
  3. Konga: This Lagos-based e-commerce platform is the next one on the list. Data tracked by Statista put the number of website visits to Konga as at July 2021 at 2.5 million. About 90% of these visitors came from Nigeria.
  4. This is another South African e-commerce company. As at July this year, the platform had 1.8 million unique visitors. A lot of these visits (about 90% of them) came from devices registered within South Africa.
  5. Lastly on this list is another South African e-commerce platform which received 490, 000 visits to its website as at July this year. Zando was established in 2012 by Rocket Internet AG, the same company that owns Jumia. It specialises in fashion items.