Le e-commerce en Afrique et au Cameroun.

A young demographic, high mobile phone penetration and increased use of digital payments are driving the growth of online shopping on the continent. With the spread of the internet and telecommunications technologies, the e-commerce industry has grown rapidly in Africa. However, there are some factors that are preventing the African e-commerce sector from reaching the size of the US or European markets.

These lines explore recent developments in the e-commerce landscape in Africa, with a focus on Cameroon. It provides information on the impact of e-commerce in Africa, Cameroon’s place in this market.

A booming sector

In a context of globalization characterized by the acceleration of trade and financial exchanges on a global scale. E-commerce is occupying more and more space in the sales market in Africa. This trend is expected to intensify in the coming years due to changes in consumer habits caused by global crises such as Covid19. According to the International Finance Corporation (IFC) in a recent report on women and e-commerce on the continent: the number of online buyers has increased by 18% per year since 2014. According to the institution, in 2020, the size of the African e-commerce market is estimated at $20 billion.

That being said, it is clear that e-commerce has completely disrupted the rules of traditional commerce, without yet overthrowing it. We are now talking about an increasingly connected commerce where the synergies between the two are numerous. The temptation to sell online is greater for many brands.

Cameroon’s place in e-commerce in Africa.

In Cameroon, e-commerce is increasingly attractive. The market has grown almost tenfold in the last three years. With the growth in internet penetration, we are seeing a significant increase in the number of transactions. Although it is behind other countries such as Kenya, Ghana, Nigeria and even Ivory Coast due to some challenges, Cameroon should catch up.

E-commerce faces two main challenges in Cameroon. The first is logistics, as there is no fixed address system in the country, which complicates the delivery process. The other is payment, as people tend not to disclose their credit card information online. Given the very low penetration rate of bank accounts in the country, cash remains the preferred mode of payment. Limited local banking systems prevent small African businesses from expanding their trade beyond national borders.

However, Cameroon is set to boost e-commerce with a new Commonwealth strategy. The Commonwealth’s assistance aims to harness its digital skills and increase its participation in digital commerce in Africa. Most online shoppers in Cameroon are between 25 and 34 years old and men (61%) shop online more frequently than women. There are several online shopping sites in Cameroon; a list in which e-Clik.cm is positioned.

Prospects for e-commerce in Cameroon and Africa.

The evolution of e-commerce in Africa is taking on a new look through increasing ease of access to the Internet. Thus meeting the needs of the population and the challenges of the largest international groups, e-commerce could contribute to restoring Africa’s status as a central continent of commerce!

This is a revolution in a country and continent accustomed to street markets and a change in consumption. Many analyses agree that online commerce can become a real lever for growth for Cameroon and for the Africa of tomorrow. In the coming years, it should create millions of jobs that will reduce the gap between the large number of individuals entering the labor market each year and the volume of jobs created.

Today, e-commerce represents only 0.6% of retail sales in Africa, compared to 12% in the United States and 20% in China. However, experts all agree that Africa has the potential to make e-commerce a real springboard. This, given an underdeveloped physical distribution sector and the exponential growth of the mobile market. A real opportunity to diversify investment sectors. It is in this spirit that Cameroon wants to be the leader of the sub-region, the CEMAC zone and why not Africa.