Africans are gradually embracing the convenience of online shopping. However, this trend is still in its early stages in Africa, compared with more established markets such as Asia, Europe and the United States.

Projections by the McKinsey Global Institute suggest that, by 2025, e-commerce could account for 10% of all retail sales in Africa's largest economies: Nigeria, South Africa and Egypt.

According to experts, though the e-commerce sector holds significant potential in Africa, it faces challenges related to cultural and logistical factors. These considerations are crucial when customizing products and services to align with local preferences.

Africa's largest online marketplace is Jumia, an e-commerce company that attracts 23 million monthly visits. It is followed by the online shopping platform Takealot.com, which has 10 million monthly visits, 96% of which are from South Africa, the country in which its based.

Souq.com, a Middle Eastern business that Amazon acquired in 2017, has around 10 million monthly visits, most of which are from Egypt. Meanwhile, in South Africa, the fashion and lifestyle retailer........

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