The rapid growth of the digital economy with numerous online marketplaces is transforming Africa’s economy in significant ways. These online platforms aren’t just reshaping how businesses operate but also making products and services more accessible to millions of consumers worldwide. By integrating digital innovation and development, they are helping to further foster entrepreneurship, create new job opportunities, and position Africa at the forefront of a global digital shift. 

In this article, we will take a closer look at the top ten most prominent of these digital marketplaces in Africa. We will consider their significance, influence, and the methods they use to facilitate consumers’ access to a wide range of products and services. Let’s dive right in!

1. Table of Contents

   Toggle

   Jumia

Sellers widely see Jumia as the go-to platform for reaching North African markets. It has quickly expanded its presence across the continent. Founded by two former McKinsey consultants and now owned by NYSE, this African-based firm has made significant strides in just a few years. In 2018, Jumia achieved an impressive Gross Merchandise Value (GMV) of US$ 938 million 2018, with 4 million active shoppers and 81,000 active sellers. The platform is active in 14 African countries, including Kenya, Egypt, and Uganda, representing three-quarters of Africa’s consumer spending. 

Like Amazon and other international digital marketplaces, Jumia aims to be a one-stop shop for everything, offering over 29 million products and services. Despite challenges like poor internet connectivity and low literacy rates, the platform continues to make significant strides. One of its key innovations is the J-Force program, which enlists commissioned sales agents to assist customers struggling with online ordering.

To further enhance customer convenience, Jumia also provides multiple payment options, including their proprietary JumiaPay and the option for cash on delivery. These features are designed to make the shopping experience as seamless and comfortable as possible for customers.

2. Konga

Launched in July 2012, Konga has quickly grown into one of Africa’s largest digital marketplaces. The platform currently has over 800 employees. In fact, since its acquisition by Zinox Group earlier this year, the platform has further solidified its position as a key player in Africa’s Information and Communication Technology sector.

With a solid commitment to prioritizing the interests and well-being of its customers, Konga offers a vast selection of products, including electronics, mobile phones and computers, fashion items, food and beverages, automotive, industrial supplies, baby care, etc. The platform features these products directly from original manufacturers and selected premium sellers, ensuring competitive prices and genuine products. This further reinforces their commitment to quality. 

What sets Konga apart is its dual presence as an online and offline store, enabling quick delivery of goods and prompt customer service. The launch of KongaPay in 2015, supported by Nigerian banks, further streamlined their online shopping process. It offered more secure and convenient payment options, enhancing customers’ shopping experience.

3. Takealot

Takealot.com started in 2011 after the acquisition of Take2 by Tiger Global Management and Kim Reid. Since then, the platform has grown into one of Africa’s largest customer-centric digital marketplaces. It is arguably the largest e-commerce platform in South Africa, with multiple opening of new warehouses in major South African cities and acquiring other businesses that have added value to the company.

With over 21 product categories, including Electronics, Fashion, Lifestyle, Media & Gaming, and more, Takealot.com offers a wide range of options to meet the diverse needs of its customers. Major categories like Home & Kitchen, Garden, Pool & Patio, Fashion, Computers & Tablets, Office & Stationery, and Toys are particularly popular with South African consumers.

One of Takealot’s key strengths lies in its logistics network, powered by its in-house Takealot Delivery Team and the Mr Delivery division. This system ensures efficient delivery services across the region. Additionally, introducing Takealot Pickup Points has further enhanced convenience, making it easier for customers to receive their orders, solidifying Takealot’s market position and accessibility.

Read Also: How to Start a Digital Marketing Agency in Africa

4. Kilimall

Kilimall initially launched in June 2014 as a Kenyan online shopping mall. Now with over 10 million registered users, Kilimall has already established a strong market presence in Kenya and is one of the country’s most popular e-commerce mobile apps.

However, the platform is no longer limited to Kenya, as it has expanded its reach to countries like Uganda and Tanzania. It is, in fact, currently one of the leading African e-commerce sites in East Africa.

The platform offers various products, including electronics, clothing, home appliances, fashion bags, baby products, and makeup. These varied options cater to their growing customer base, who are attracted by the straightforward and convenient shopping experience they offer.

5. Bidorbuy

South Africa-based Bidorbuy is one of the leading international e-commerce platforms, offering a wide range of product categories. Their product offerings are diverse, covering electronics, fashion, home and garden, sports and outdoor equipment, automotive items, and more. This broad selection allows customers to find almost anything they’re looking for, ensuring their varied needs are met, and their shopping experience is satisfying.

Bidorbuy is specifically known for its straightforward and secure transaction environment, which makes it easy for consumers to search, evaluate, and purchase items quickly. This customer-focused business model and commitment to quality service have facilitated Bidorbuy’s growth. It has firmly established the platform as one of the largest digital marketplaces, especially in South Africa.

6. Jiji

Founded in 2014 by Ukrainian entrepreneur Vladimir Mnogoletniy, Jiji has grown into one of Africa’s leading digital marketplaces. The platform facilitates listings for various items, including properties and used cars, across several countries, such as Ghana, Uganda, Tanzania, and Kenya. This extensive variety makes Jiji a convenient one-stop shop where users can easily buy and sell almost anything they need.

One pivotal moment in Jiji’s expansion was the acquisition of OLX assets from Naspers, which helped consolidate its position as a market leader. The platform further experienced remarkable growth, particularly in Nigeria, where its user-friendly mobile app has been instrumental in connecting with customers and offering services at competitive prices. 

Today, Jiji boasts nearly 400 employees and serves a customer base of over 300 million people. The company is edging closer to ranking among the world’s top most visited digital marketplaces through strategic acquisitions and effective use of big data. 

7. Mall for Africa

Mall for Africa (MFA) is an innovative online marketplace that has significantly opened the gateway for African consumers to access international markets. By establishing a well-structured system, MFA enables customers to purchase products from over 200 U.S. and United Kingdom retailers. It brings the global market directly to the doorsteps of African buyers who might otherwise struggle to access them. 

Initially focused on fashion and accessories, including artefacts, artworks, jewellery, clothing, and shoes, MFA has plans to diversify into other product categories. One notable development is the platform’s collaboration with eBay, which aims to boost the sales of African artisan-made products in the U.S. This strategic expansion aligns with their mission to offer a comprehensive view of international retail opportunities. 

MFA is operating actively in Nigeria, Kenya, Ghana, South Africa, and Burundi. The platform, however, plans to expand to 20 additional countries within the next two years. This growth is supported by strategic logistics solutions, which are crucial as the region transitions from traditional retail stores to modern online retailing platforms. This expansion is accompanied by strategic logistics solutions, which is usually an issue in many African areas where conventional retail stores mostly dominate.

8. Zando

Founded in 2012, Zando is a prominent name in South Africa’s fashion scene and a proud member of the Jumia Group. The platform is known for offering stylish and high-quality products, providing various options for fashion-conscious consumers. Whether it’s utility, glamour, or comfort, the platform ensures that it caters to its clientele’s diverse tastes and preferences.

As part of the Jumia Group, Zando has experienced significant growth and expansion. The platform has thrived under the leadership of Morgane Imbert, who took on the role of CEO in 2019. Her leadership has been pivotal in expanding the platform’s market reach and adapting its offerings to meet the evolving needs of its customers, driving significant growth.

9. Souq

Established in 2005 by Syrian entrepreneur Ronaldo Mouchawar, Souq initially operated as an eBay-style auction site. However, by 2010, it had evolved into a more traditional e-commerce platform, modeled after Amazon.

Since transitioning to a traditional e-commerce platform, Souq has grown incredibly to become one of the leading digital marketplaces in the Arab region, serving countries like the UAE, Saudi Arabia, and Egypt. This success caught the attention of Amazon, which acquired Souq in 2017. This acquisition significantly boosted Amazon’s presence in the Middle East. In some countries, such as Egypt, the platform was entirely rebranded to Amazon, while in others, it continues to operate as Souq.

Souq’s extensive product range targets all aspects of consumer needs. The platform offers a vast selection, including electronics, fashion, beauty products, housewares, and baby items. By 2017, the platform featured over 8.4 million products across 31 categories, establishing itself as a key retail and marketplace hub in the Arab world. 

Modern logistics centres and outlets in the UAE, Saudi Arabia, Kuwait, and Egypt support Souq’s platform’s strong market presence. This extensive network allows the platform to manage orders and take full responsibility for shipping issues efficiently. 

Read Also: 9 Most-Used Technology Products by African Enterprises

10. Afrikrea

Afrikrea, also known as ANKA, is another top African digital marketplace. The platform boasts a diverse portfolio of more than 40000 items, including clothing for men, women, and children, accessories, art, and handicrafts, all reflecting African aesthetics. Their extensive network includes over 2,000 designers from over 75 countries, contributing to its rich and varied offerings that appeal to customers worldwide.

Since its launch in 2016, Afrikrea has focused on empowering African microentrepreneurs, and this dedication has paid off incredibly. The platform has generated over $50m in sales through 6,000 connected shops across 101 countries. It also attracted a whopping $6.2 million in its pre-Series A funding round during its rebranding phase in 2022.

The transition from Afrikrea to ANKA marks the platform’s evolution, signalling its intent to expand beyond fashion into non-financial sectors, including art and textiles. This change reflects the platform’s commitment to showcasing Africa’s unique cultural offerings and bringing diverse global audiences closer to the richness of African culture.

Read Also: 12 Best E-commerce Websites to Sell Your Product Online

Conclusion 

These platforms are not just laying the groundwork for a robust digital economy but setting the stage for scalable growth and new opportunities. They connect African economies with the global market by increasing access to goods and services, empowering small businesses, advancing financial inclusion, and creating jobs.

As technology and logistics advance, these digital marketplaces will continue to deliver a smoother and more convenient shopping experience. As a consumer, you can look forward to more straightforward website navigation, quicker delivery times, and services tailored to your needs.

Did you find this insightful? Follow us on Twitter and Linkedin to learn more about recent happenings in Africa. You can also contact us directly on WhatsApp to spotlight your business to the right audience.