In 2019, digital buyers in Africa were mostly people with low and middle incomes. According to Statista data, they made up 70 percent of the total share. High income shoppers represented 30 percent of all buyers. Young adults hold the largest share of online shoppers in Africa. In particular, people aged 25 to 34 years represented over 30 percent of the total share.
Distribution of online shoppers in Africa in 2019, by income
The e-commerce market includes the sale of only physical goods via a digital channel (from all types of devices) to a private end user (B2C). Cross-border purchases are attributed to the country of the buyer. The following are not included in the e-commerce market: digitally distributed services (see instead: eServices), digital media downloads or streaming services (see instead: Digital Media), online booking of plane and concert tickets, etc. B2B e-commerce and purchase or resale of goods (re-commerce and C2C) are not included. All monetary figures refer to the B2C sales before the deduction of VAT and do not factor in shipping costs.
More information on the methodology can be found here.
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Statista. (July 1, 2020). Distribution of online shoppers in Africa in 2019, by income [Graph]. In Statista. Retrieved November 10, 2024, from https://www-statista-com.ezproxy.canberra.edu.au/statistics/1190621/online-shoppers-in-africa-by-income/
Statista. "Distribution of online shoppers in Africa in 2019, by income." Chart. July 1, 2020. Statista. Accessed November 10, 2024. https://www-statista-com.ezproxy.canberra.edu.au/statistics/1190621/online-shoppers-in-africa-by-income/
Statista. (2020). Distribution of online shoppers in Africa in 2019, by income. Statista. Statista Inc.. Accessed: November 10, 2024. https://www-statista-com.ezproxy.canberra.edu.au/statistics/1190621/online-shoppers-in-africa-by-income/
Statista. "Distribution of Online Shoppers in Africa in 2019, by Income." Statista, Statista Inc., 1 Jul 2020, https://www-statista-com.ezproxy.canberra.edu.au/statistics/1190621/online-shoppers-in-africa-by-income/
Statista, Distribution of online shoppers in Africa in 2019, by income Statista, https://www-statista-com.ezproxy.canberra.edu.au/statistics/1190621/online-shoppers-in-africa-by-income/ (last visited November 10, 2024)
Distribution of online shoppers in Africa in 2019, by income [Graph], Statista, July 1, 2020. [Online]. Available: https://www-statista-com.ezproxy.canberra.edu.au/statistics/1190621/online-shoppers-in-africa-by-income/
