Business and policy insights: Mapping e-Marketplaces in Africa

Online marketplaces are the dominant form of e-commerce for consumer goods in developed countries. They are also prominent across Africa, offering great potential to serve a new generation of consumers and open opportunities for small entrepreneurs. But little is known about these marketplaces in Africa: where they are growing, where they are struggling and why.

This paper offers insights to policymakers and entrepreneurs alike. Based on data and analysis available in ITC’s ‘Africa Marketplace Explorer’, an online analytical tool available to all, the research is supplemented by data on Africa’s e-commerce ecosystem and case studies of the largest African marketplaces.