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2018 Africa Ecommerce Report

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2018 Africa Ecommerce Report 2018 Africa Ecommerce Report 1 Thank you for reading this report… Thank you for downloading this report. We hope it will help you take the next step in selling online in Africa. The Ecommerce Foundation is an independent organization, initiated by worldwide national ecommerce associations as well as online and omnichannel selling companies from industries such Jorij Abraham as retail, travel & finance. Our mission is to foster global digital trade as peace is the natural General Manager effect of trade. By facilitating digital commerce we hope to make the world a slightly better place. Ecommerce Foundation We especially would like to thank our Report Partners: namely Accenture Interactive, Mazars, Teleperformance, SAP, and Safe.Shop. Without their support, this report would not have been created. Jorij Abraham has been active in the international ecommerce If you like our reports, please visit our report page on www.EcommerceWiki.org. On this page, community since 1997. He was an Ecommerce Manager at you will find a large collection of Ecommerce Country Reports for free. Bijenkorf, TUI and Sanoma Media and Director of Consulting at Unic. From 2013 to 2018 he has been Director of Research & Advice at Thuiswinkel.org and Ecommerce Europe (the Dutch and European Ecommerce Association) 2 www.ecommercefoundation.org Valued Report Partners Teleperformance, global leader in outsourced omnichannel CX Mazars is an international, integrated and independent Accenture Interactive, part of Accenture Digital, helps the Management, serves as a strategic partner to the world’s organization, specializing in audit, accountancy, advisory, tax world’s leading brands transform their customer experiences largest companies cross-industry. Its customer care, technical and legal services. As of 1st January, 2018, Mazars operates across the entire customer journey. Through our connected support, customer acquisition, consulting & analytics, digital throughout the 86 countries and territories that make up its offerings in design, marketing, content and commerce, we integrated business service solutions and other high-value integrated partnership. Mazars draws upon the expertise of create new ways to win in today’s experience-led economy. specialized services ensure consistently positive customer 20,000 women and men led by 980 partners working from Accenture Interactive is ranked the world’s largest digital interactions that are reliable, flexible and intelligent. 300 offices worldwide. We assist clients of all sizes, from agency in the latest Ad Age Agency Report. The Group’s 223,000 employees, operating from 350 contact SMEs to mid-caps and global players as well as start-ups and centers in 80 countries, support billions of connections public organizations, at every stage of the development. annually in 265 languages and enhance the customer experience with every interaction. Safe.Shop is the global trust mark for online shopping, helping SAP Customer Experience is a business unit of SAP, consumers and merchants shop & sell with confidence at providing omnichannel customer engagement and commerce home & abroad. Safe.Shop checks if online stores are reliable solutions that allow organizations to build up a contextual by verifying if they comply with national laws and/or the Global understanding of their customers in real-time, deliver a more Ecommerce Code of Conduct. The Safe.Shop logo ensures impactful, relevant customer experience and sell more goods, that consumers have the right to return the goods, privacy is services and digital content across every touch point, channel protected, consumers will get the good(s) they paid for, the and device. Through its state-of-the-art customer data payment is safe, consumer rights are protected, prices are management, context driven marketing tools and unified clear and real, and any complaints will be listened to and commerce processes, SAP Customer Experience has helped handled properly. Safe.Shop is issued by the Ecommerce some of the world’s leading organizations to attract, retain and Foundation. grow a profitable customer base. 3 www.ecommercefoundation.org Tell us what you think and get a full ecommerce report for free! YYY Help us make better ecommerce reports! Take our 3-minute Click on or scan the QR survey and you’ll receive a discount code for a free full code above to go to the ecommerce report from ecommercefoundation.org! survey! Thank you! 4 www.ecommercefoundation.org “Trustmarks have the greatest effect on perceived trustworthiness, influencing respondents’ beliefs about security and privacy, general beliefs about firm trustworthiness, and willingness to provide personal information.” Currently, online shops have to Ecommerce in Africa hindered by a invest heavily in consumer trust. lack of trust People do business with those that More than two-thirds of the African they like, know, and trust. For online ecommerce startups in 2017 were in shops to instill trust fast in problems and not making a profit. A consumers visiting their website is core reason was a “shortage of trust”. crucial. Entrepreneurs want to really Jorij Abraham distinguish themselves from “ghost Cheaper trust alternative for Director, Ecommerce shops”. That’s shops that collect marketplace available: Trustmarks Free version available Foundation your money but don’t deliver the Fortunately, cheaper alternatives for The free version of Safe.Shop is product. online shops are now available, such available for all online shops. It “Our mission is to foster as trustmarks. A trust seal or badge on includes a Consumer Review Currently merchants have to invest a site can mean that the company the System, a Trust Score for the online global digital trade as peace is heavily into making their website consumer is buying from actually shop and the Safe.Shop badge. the natural effect of trade. We trusted. They do that by e.g. putting exists, that consumer rights are are convinced that introducing their products on marketplaces such protected, that the product is not fake Online shops receives three the first Global Trustmark as Amazon, eBay, or Alibaba. and that consumer reviews are real. Safe.Shop Trust Badges: However, these marketplaces take Safe.Shop will help reaching 5-20% of their generated sales. Safe.Shop, the first truly global trust our goal.” Also, using trusted payments like mark now available for free Consumer review system PayPal come at high costs. The Ecommerce Foundation introduced Safe.Shop as a national and cross-border trustmark initiated by Trust score Of consumers who never many national ecommerce associations buy goods/services worldwide. The Ecommerce online, the #1 reason is Foundation offers this service as a means for its purpose to foster global Safe.Shop Badge trust (49%). digital trade both in Africa and abroad. Source(s): Aiken, K., Boush, D. (2006); CIGI-IPSOS (2017); Ecommerce in Africa struggles for funding, trust, logistics, The Paypers 5 www.ecommercefoundation.org Countries Included Nigeria South Africa Egypt Algeria Morocco Kenya Angola Ghana Ethiopia Sudan Tanzania Tunisia Table of Contents 8 15 24 57 7 www.ecommercefoundation.org Introducing: Africa Population* in Africa continues to increase 761,834,959 744,864,938 728,015,863 711,278,830 680,600,000 657,900,000 2013 2014 2015 2016 2017 2018(f) Source: Ecommerce Foundation; Worldometers, 2018 *Countries incl: Nigeria, South Africa, Egypt, Algeria, Morocco, Kenya, Angola, Ghana, Ethiopia, Sudan, Tanzania, Tunisia 9 www.ecommercefoundation.org Nigeria boasts the largest population, approx. 195 million 195,875 107,534 99,375 57,398 59,091 50,950 36,191 41,511 42,008 11,659 29,463 30,774 Tunisia Ghana Angola Morocco Sudan Algeria Kenya South Tanzania Egypt Ethiopia Nigeria Africa Source: Ecommerce Foundation; Worldometers, 2018 10 www.ecommercefoundation.org Over 38% of the population is between 0-14 years old AGE STRUCTURE Age structure of the selected countries 2018(f) Female population vs. Male population 38.4% 50.15% 49.85% 34% 19% 11.7% 3.8% 0-14 15-24 25-54 55-64 65+ Source: Ecommerce Foundation; CIA World Factbook, 2018 Countries incl.: Nigeria, South Africa, Egypt, Algeria, Morocco, Kenya, Angola, Ghana, Ethiopia, Sudan, Tanzania, Tunisia 11 www.ecommercefoundation.org Africa continues to urbanize rapidly Urban population growth Rural population growth 5.39% 5.00% 4.78% Africa’s urban transition 4.39% overlaps with a 4.28% demographic transition- moving from high 3.51% mortality and high fertility to low mortality and low fertility-which is occurring 2.71% 2.77% across huge swathes of 2.36% 2.28% the continent. Urban 2.16% centers lead this demographic transition, 2.04% 2.10% 2.01% 1.93% 1.95% with its associated 1.85% 1.40% demographic dividend a positive factor for 1.04% economic development. 0.90% 0.51% - Uneca 2017 0.17% 0.10% -0.16% Nigeria South Africa Egypt Algeria Morocco Kenya Angola Ghana Ethiopia Sudan Tanzania Tunisia Source(s): Population Pyramid; Uneca; Ecommerce Foundation 2018 12 www.ecommercefoundation.org GDP in dollars (USD) is forecasted to increase in 2018 GROSS DOMESTIC PRODUCT ($ USD) GDP (trillions) & Growth Rate, 2014 – 2018(f) Gross Domestic Product (GDP), Year Growth Rate YoY trillions of Dollars 2014 USD $1.980 5.9% 2015 USD $1.822 -8.7% 2016 USD $1.587 -14.8% 2017 USD $1.646 3.6% 2018(f) USD $1.703 3.4% Source(s): IMF; Quandl, 2017 13 www.ecommercefoundation.org Morocco ranks best for Ease of Doing Business Index The LPI overall score reflects perceptions of a country's logistics based on, The E-GDI presents an assessment of the website development patterns in a among other things, efficiency of customs clearance process, quality of trade- and country, incorporates access characteristics, such as infrastructure and educational transport-related infrastructure and ease quality of logistics services. levels, to reflect how a country is using information technologies to promote access and inclusion of its people. The Ease of Doing Business Index: Higher rankings (low numerical value) indicate better, usually simpler, regulations for businesses and stronger protections The Internet Inclusivity Index is based on the affordability, availability, relevance, of property rights.
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