Africa’s e-commerce boom is giving rise to a sophisticated African digital consumer

After scouring the store for a new pair of sneakers, Paballo Molahlehi finally lands on the one that catches her attention. She stares at it excitedly, swooning over the fresh pair of purple Reeboks. “It’s precisely the one I was looking for, I knew I was going to find it here” she nods as she adds the shoes to her shopping basket. Thrilled with her latest addition to her growing sneaker collection, she navigates her way to the pay point. Molahlehi is doing all this while reclining comfortably on her couch, enjoying the convenience of online shopping. “I stopped going in-store after discovering online shopping. It makes more sense because my purchases get delivered to me for free, and I usually get discounts.”

Molahlehi is among Africa’s growing middle class who have money to spend and whose shopping habits have changed. With the surge of internet penetration on the continent, many Africans are easing into the habit of shopping online. According to a McKinsey’s Lions go digital report, online shopping could account for up to 10% of retails sales (with a value of around US $75 billion) by 2025, as more Africans gain access to the internet.

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