The number of online shoppers on the African continent has increased exponentially over the last ten years. African e-commerce giants confirm their hegemony. However, some emerging players may well make a place for themselves in the sun in the coming years.

Jumia, the African e-commerce pioneer born in Lagos, celebrated his tenth birthday in June 2022. It recorded 32 million monthly visits in 2021, far ahead of its first competitors. South Africa's Takealot and the Amazon branch Souq recorded 10 million monthly visits each. Indeed, the number of online buyers in Africa could reach 520 million by 2025 according to Statista, almost double compared to 2020.

The Covid-19 pandemic has changed the habits of African consumers and promoted the e-commerce industry like everywhere in the world. Thus, this dynamic was made possible in particular by the tripling of the Internet penetration rate on the continent between 2010 and 2020, which increased from 9.3 to 31.7%, according to the World Bank.