During 2020, e-commerce retail constant value sales (2021 prices) plunged by almost three quarters. The departure of Jumia Technologies AG from Cameroon in late 2019 left a hole that no remaining player has the capacity to fill.
Store-based retailers specialising in different product areas, such as beauty and personal care, consumer electronics and apparel and footwear, are entering e-commerce in growing numbers. The pandemic has added impetus to this trend.
E-commerce remains niche in Cameroon and is mostly used by higher-income consumers, especially millennials. A growing number of higher-income consumers find that their busy schedules prevent them from visiting physical stores, especially in the country’s largest urban centres, where traffic congestion is chronic.
E-commerce retail constant value sales will expand at a rapid pace during the forecast period. However, even by the very end of the forecast period, they will remain well below their 2019 peak.
Most e-commerce purchases will continue to be made from laptop or desktop computers, as demand will largely remain more limited to more affluent local consumers who have these devices, in addition to the fact that few local retailers have the resources to invest in dedicated smartphone apps. Nonetheless, the significance of mobile e-commerce will steadily increase, as this is only way that most local consumers can access the internet.
During the forecast period, domestic e-commerce will overtake foreign e-commerce in retail value sales terms. Local retail chains pay more attention to this channel and increase their investment in it.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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