Global African Commerce
White Paper Report 2023
With data spanning 7 years, $50 million of transactions in 175 countries and thousands of interviews led across Africa and the rest of globe, we at ANKA have developed unique knowledge and expertise to produce this report.
It is rich, detailed and insightful for any aspiring entrepreneur, analyst or curious soul who wishes to learn more about the complex ropes of African e-commerce at the global scale. A must-read for all those who, like us, want to see the Continent grow with power and wealth by spreading its reaches to the world.
Excerpts from the report
Selling
“Visibility is not the key of success, constant and regular improvements is”
Buying
“30% of them are from the African Diaspora, 40% are of African-American or Caribbean origin and 30% are neither Black nor African, who either have an African relative or a particular affection for African culture without having any particular link with the continent.”
Glossary
Introduction ......................... 1
About us .................................. 2
Selling ............................ 3
Characteristics & Distribution ............ 4
Funding and Myths .............. 6
Sales and keys to e-commerce "success" ........ 7
How and where to sell? ...................... 9
Buying .................................. 13
Characteristics & Distribution ......................... 14
Purchasing behaviour ........................... 16
Status of customer acquisition via different channels ......... 21
Products & Services ....................... 23
Distribution of products & bestsellers ......... 24
Plagiarism .................................. 25
Impact of e-commerce ....................................... 26
Shipping ........................................... 28
Methods of payment ............................. 30
Conclusion ............................ 32
Annexes ............................. 34