Klasha Business

    June 8, 2023

    Africa is the biggest online growth market in the world

    Online growth markets are crucial in shaping global business landscapes in today's interconnected world. One such market that has been gaining significant attention is Africa. With its immense population, increasing internet penetration, and rising middle class, Africa presents a unique and promising opportunity for international merchants looking to expand their business.

    Africa is forecast to surpass half a billion e-commerce users by 2025, showing a steady 17% compound annual growth rate (CAGR) of online consumers for the market. The e-commerce market in Africa is projected to experience steady revenue growth between 2023 and 2027, with a total increase of $27 billion (+66.18 percent). By 2027, the estimated revenue is expected to reach $67.78 billion.

    Understanding the African market

    With a population of over 1.4 billion people, Africa is the second-most populous continent in the world, offering a significant consumer base. The African market is incredibly diverse, comprising 54 countries, each with a distinct culture, economic landscape, and consumer behavior. The rising middle class and increasing disposable income have fueled consumer spending and demand for various goods and services.

    Africa is a continent of immense natural resources, with abundant mineral, oil, and gas reserves. This provides opportunities for mining, energy, and infrastructure development businesses.

    In recent years, there has been a surge in mobile and internet penetration across Africa. This has led to the rise of innovative solutions like mobile banking and e-commerce, creating new avenues for businesses to reach consumers even in remote areas. The continent's mobile-first approach has paved the way for digital disruption and the adoption of technology-driven solutions.

    E-commerce trends in Africa

    The e-commerce landscape in Africa is evolving rapidly. The penetration of e-commerce in Africa has witnessed significant growth; Statista's digital market outlook reports that user penetration in the e-commerce market in Africa will increase continuously between 2023 and 2027 by 9.7%

    With over 500 million internet users and over 330 million active e-commerce consumers, Africa presents a remarkable opportunity for the retail industry. Moreover, Africa's trade landscape is becoming increasingly attractive, thanks to the rapid growth of its top 20 countries. This trend makes it an attractive market for new entrants and Pan-African operations in the retail sector.

    The retail and e-commerce sectors in Africa's five largest economies, namely Nigeria, South Africa, Kenya, Morocco, and Egypt, are particularly competitive and experiencing significant growth. This growth can be attributed to leading global retailers that have established operations across the continent. 

    According to the McKinsey Global Institute, the e-commerce industry in Africa's leading economies is expected to reach $75 billion by 2025. Africa presents unparalleled opportunities for global businesses looking to expand their footprint.

    However, operating in Africa comes with its own set of challenges. Cultural and logistical factors must be considered when tailoring products and services to local preferences. Additionally, navigating complex regulatory environments and addressing consumer concerns around trust and security are crucial for success.

    Strategies for entering the African market

    For global businesses expanding into the African market, it is essential to understand the unique characteristics of each country and identify target markets and customer segments. Implementing effective strategies is crucial for success. Here are some key strategies to consider when entering the African market:

    • Thorough market research: Conduct comprehensive market research to understand the African target market. This includes analyzing consumer behavior, identifying market trends, assessing competition, and understanding regulatory frameworks specific to each country of interest. This research will help you tailor your business approach and develop a solid market entry strategy.

    • Localization and cultural sensitivity: Africa has diverse cultures, languages, and consumer preferences. Adapting your e-commerce strategy to cater to local tastes and preferences is crucial. This includes offering localized content, accepting payments in local African currencies, and understanding cultural nuances to build trust and resonate with the target audience.

    • Establish strong local partnerships: Partnering with established local businesses can provide valuable insights, network access, and logistical support. Local partners can help navigate regulatory processes, understand consumer preferences, and develop distribution networks. Collaborating with local distributors, retailers, or e-commerce platforms can enhance market reach and credibility.

    • Adapt payment methods: Offering flexible and convenient payment options is crucial in African markets. Africans transact in local African currencies using payment methods like bank transfers, cards, and M-Pesa. A global business expanding to Africa must optimize its payment structure to cater for local currencies and payment methods. A payment system like Klasha Pay helps you capture transactions in local currencies while receiving payouts in USD, GBP, or any other currency. Integrating this payment gateway into your platform will enhance customer trust and improve conversion rates.

    • Develop an online presence: E-commerce is rapidly growing in Africa, driven by increasing internet penetration and mobile phone usage. Establishing a robust online presence, including a mobile-optimized website or a dedicated mobile app, is crucial. Social media platforms like Facebook, Instagram, and WhatsApp have a massive African user base. Leveraging these platforms for marketing, advertising, and customer engagement can be highly effective. 

    • Cross-border e-commerce opportunities: The African Continental Free Trade Area (AfCFTA) aims to promote trade and economic integration. This creates opportunities for cross-border e-commerce, allowing businesses to expand their reach beyond national boundaries. By leveraging regional integration efforts, international merchants can tap into multiple markets and benefit from economies of scale.

    How Klasha can help you tap into Africa’s growing online market

    Klasha Business offers a simplified payment solution that helps businesses manage payables and receivables worldwide, reach customers in Africa, and make payments from and to Africa with one account. With Klasha Business, it is easy to tap into Africa’s e-commerce and capture transactions in local African currencies and money methods while you receive payouts in USD, GBP, or any other desired currency.

    Some of the features of Klasha Business are Klasha Pay and Klasha Payment Links; both serve as top payment gateways that provide a localized payment experience for your customers. Here’s how they work;

    Klasha Pay integrates into open-source and SaaS e-commerce platforms like WooCommerce, BigCommerce, OpenCart, and other e-commerce platforms on the web, iOS, and Android and helps your customers make seamless payments in minutes. Our highly responsive checkout also increases your conversion rates and reduces cart abandonment rates. You will also enjoy high transaction success rates when your customers can pay in local African currencies like naira, cedis, and Tanzanian shillings. Create a Klasha Business Account to integrate Klasha Pay.

    If you don’t have a website, you’re not left out. Klasha Payment Links helps businesses create and share customized payment links with customers; you don’t need a website or coding experience to do this. Simply sign up for a Klasha Business Account, create a one-time or recurring link, share the link via email or other social channels, and collect payments in African currencies. At the same time, you can get paid out in USD, GBP, and other foreign currencies.

    Africa's position as the biggest online growth market in the world is hard to ignore. With its large population, increasing internet penetration rates, and rising middle class, Africa offers vast opportunities for businesses willing to navigate its unique landscape. By understanding market dynamics, embracing e-commerce trends, and tailoring strategies to local preferences, businesses can tap into Africa's tremendous potential and contribute to the continent's digital transformation. 

    Do you want to expand your business to Africa? Speak to our sales team to learn how to capture transactions in local African currencies with Klasha Business