Women and e-commerce in Africa

May 26, 2021

Across the globe, e-commerce is thriving. In Africa, the number of online shoppers has increased by an average of 18 percent every year since 2014, with similar growth anticipated over the next decade. IFC’s latest report shows that this growth could be even higher if we invest in the women entrepreneurs on e-commerce platforms.

The report Women and E-commerce in Africa is the first large-scale use of platform data in the region to inform the extent of women’s participation on e-commerce and how online platforms can benefit women business owners.

Developed in partnership with the European Commission, with funding from the Umbrella Fund for Gender Equality and data from one of Africa’s largest platforms, Jumia, the report shows that closing earnings gaps between men and women on e-commerce platforms could add nearly $15 billion to the value of the African e-commerce market.

Achieving such gains will require proactive efforts by e-commerce platforms, investors and policymakers, to not only increase the number of women selling online, but also support their growth, including entry into higher-value segments on e-commerce platforms.



Video: Women and E-commerce in Africa – the US$14.5 billion opportunity