Africa's E-commerce Market Growth and Rise of Online Retailing in Kenya

Africa's e-commerce market is projected to reach $939.8 billion by 2032, driven by factors such as internet and smartphone penetration, affordable data packages, and favorable government regulations. The report categorizes the market based on business model, payment modes, and product types, providing detailed analysis at the regional and country levels. In Kenya, online retailing is on the rise, fueled by increasing internet and mobile penetration, and growing consumer adoption of digital payments. Key players like Jumia and Kilimall offer a wide range of products and have expanded to multiple African countries, while omni-channel strategies and international brand testing are emphasized for enhanced retail experiences.