There is significant evidence that e-commerce can help micro, small and medium enterprises (MSMEs) reach wider markets and increase their profitability and resilience. However, in Africa, online retail as a proportion of total retail sales remains much lower than in other regions, indicating that the continent’s MSMEs are not fully leveraging the e-commerce opportunity for growth. 

This report provides an in-depth analysis of surveys conducted with over 1,500 MSMEs who sell goods online via social media, their own websites or on e-commerce platforms in six African markets including Egypt, Ethiopia, Ghana, Kenya, Nigeria and South Africa. It explores key building blocks of e–commerce in the region, and pain points, opportunities, and recommendations to scale the use of e-commerce for MSMEs.