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Can e-commerce be Africa’s Economic Goldmine?

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By Adeniyi Ogunfowoke,

The digital economy in Africa is snowballing, and in the process, it’s creating new jobs and opportunities for digital entrepreneurs to explore a larger web market. Though e-commerce represents only 0.6% of all the transactions done in Africa, as compared to 12% in the USA and 20% in China; the budding nature of the industry does rightfully make one muse on the possibility, that e-commerce is indeed Africa’s economic goldmine.

Facilitation of Cross Border eTrade
The global market has shrunk to a large scale and is now enabling billions of people to sell and purchase products across borders. This has been made possible by technological innovations that have birthed online marketplaces that enable e-trade between businesses (B2B), between consumers (C2C) and between businesses and consumers (B2C).

The opportunities presented by e-commerce are numerous. Africa is a massive market with a growing population of 1.28 billion people, a network of over 15 million SMEs and merchants, and a rising internet connection of 453 million users. Jumia, the leading pan-African e-commerce platform has been at the forefront of Africa’s cross border e-trade revolution. The marketplace is enabling about 81,000 active merchants across Africa, which sometimes source products from international markets, to capitalize on a huge €1.4 trillion consumer market opportunity in Africa.

While the milestone has been remarkable, Nicolas Martin, EVP – Marketplace & Logistics for Jumia, noted, at the 2019 UNCTAD’s Africa Ecommerce Week, that “more needed to be done to tailor bespoke regulatory solutions for Africa to attract international investment and create a conducive environment”. Good payment services are critical in curbing online fraud facing sellers. African governments also need to implement friendlier online taxation policies, to avoid locking out potential entrepreneurs and investors from exploring the ecommerce markets.

Besides, while some marketplaces are creating sustainable logistics systems, the consistent success of cross border commerce will require further and deeper cooperation among stakeholders, both in the private and public sectors. “The power of the marketplace is huge, and the coordinated effort of millions will bring about the change we need in Africa,” added Nicolas Martin.

Powering Employment in Africa
The World Bank reports an alarming rate of unemployed youths in Africa, accounting for about 60% of the unemployed workforce. Bearing in mind that the average age in Africa is 20 years, we need to rethink ways in which to power employment in a continent whose population is estimated to grow to 2.5 billion people by 2050.

Some policymakers are already hitting the nail on the head with the unemployment menace. Not long ago, the Boston Consulting Group (BCG) released a mind-joggling report on how online marketplaces could create 3 million new jobs in Africa by 2025. According to the report, these ecommerce platforms, which match buyers and providers of goods and services, could also boost inclusive economic growth with minimal disruption to existing businesses and workforce norms.

For instance, Jumia, one of the case studies in the report, is already creating 5,000 direct jobs across the 14 African countries in which it operates. This is besides indirect jobs created with sellers, logistic partners, commercial agents, and marketing partners. Other positive economic impacts of online marketplaces in Africa include increasing vendors’ income through surging demand for goods and services in locations currently beyond the reach of conventional retail networks. Furthermore, they are bringing more women and youth – who in some countries have been marginalized from the labour market – into the formal workforce.

Customers’ access to product choice
Choice, convenience and affordability are some of the top benefits customers get from e-commerce. From electronics to fashion, cosmetics, FMCGs, travel and accommodation, online food delivery and payment options, customers are looking for variety and ease of access to their preferred products and services from a one-stop-shop. Ecommerce platforms provide customers with a pool of diverse sellers, that they would otherwise have no access to through offline channels. Notably, there exists low retail penetration rate in Africa, with 1 shop for every 67,000 people as compared to 1 shop for every 1,000 people in the USA.

Conclusion
E-commerce potential to boost Africa’s economy is undeniable. Yet, it’s effectiveness will require the development of the right skills across the various pillars of the industry, among them engineering, marketing, logistics and management. There needs to be an existing conducive environment for doing business at the countries’ level and in the continent at large. This will give both domestic and foreign investors more confidence and encourage budding entrepreneurs to test the e-commerce waters in the continent. The ripple effect being, stronger economic growth!


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

E-Business

Study Reveals Majority of IT Professionals Show Openness to Cyber Immunity

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The cybersecurity landscape is evolving rapidly, with organisations seeking more robust ways to protect their digital assets. A recent global study conducted by Kaspersky reveals a growing shift toward proactive security strategies, particularly the adoption of Secure by Design development and Cyber Immunity – an innovative approach that embeds resilience directly into system architecture.

The study highlights that 90% of cybersecurity professionals surveyed in the Middle East, Turkiye and Africa (META) region are familiar with Secure by Design development. This methodology integrates security into the very fabric of a system from its inception, rather than treating it as an afterthought.

Such an approach is already employed in high-stakes industries like aerospace, where security cannot be bolted on later – it must be intrinsic. Despite its advantages, however, adoption has been slow due to challenges related to standardisation and cost.

Cyber Immunity is the next frontier in cybersecurity

Building on Secure by Design principles, Cyber Immunity takes cybersecurity a step further by creating systems that inherently resist attacks without the need for constant patching or additional security layers. The study reveals that most experts are familiar with Cyber Immunity but interpret it differently.

When asked what they associate with the term, 64% of respondents in the META region linked it to Secure by Design systems that remain resilient under attack, while 56% viewed it as a combination of technology and policy measures that block cybercriminal access. Another 48% connected it to highly skilled cybersecurity teams, indicating that while awareness is high, a unified understanding is still developing.

The growing demand for proactive security

One of the most striking findings is the optimism surrounding inherently secure systems. Over half of respondents in the META region (63%) believe it is already possible or definitely achievable to design systems capable of withstanding cyberattacks without relying on additional security solutions.

Another 32% think it might be possible, reflecting openness to this idea despite some uncertainty. This shift in mindset aligns with a broader industry trend: traditional reactive security measures are no longer sufficient.

With AI-powered threats and increasingly sophisticated attacks, organisations need solutions that do more than just detect breaches—they must prevent them by design.

Integrating Cyber Immunity into security strategies

The study emphasises that resilience, expertise, and flexibility will define the next generation of cybersecurity. While Secure by Design provides the methodology, Cyber Immunity represents the ultimate goal—systems so robust that they minimise reliance on external defences.

“For companies looking ahead, Cyber Immunity offers more than just protection — it brings clear business benefits. When systems are built to be secure from the ground up, there’s less need for constant updates, patches, and extra security tools. That means fewer costs, less strain on IT teams, and stronger, more reliable protection over time,” said Dmitry Lukiyan, Head of KasperskyOS Business Unit.

Most importantly in today’s threat landscape, Cyber Immunity offers robust protection against next-generation challenges — including AI-driven attacks capable of outmaneuvering traditional security measures.

When security becomes an intrinsic property of system architecture rather than an external addition, businesses gain more than just protection—they secure a competitive market advantage.

This proactive approach future-proofs critical infrastructure, enabling organisations to operate confidently even as threats evolve. It transforms cybersecurity from a defensive necessity into a strategic differentiator that accelerates digital transformation while mitigating risk.

As the cybersecurity environment becomes more complex, Cyber Immunity is emerging as a vital strategy. Organisations that adopt it now will not only enhance their protection but also position themselves ahead of the curve in an increasingly volatile digital world.

 


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Konga launches Jara sales with 25% discount on Starlink kits, free delivery

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Konga, Nigeria’s leading composite e-commerce platform, has launched its inaugural 2026 shopping campaign, Konga Jara, offering 25 per cent discount on Starlink internet kits alongside free nationwide delivery.

Konga launches Jara sales with 25% discount on Starlink kits, free delivery

Konga

The campaign, drawing from the Nigerian concept of “jara” — the extra value traders add to purchases — aims to deliver exceptional deals across categories, helping shoppers turn new year aspirations into reality through affordable technology and value-driven shopping.

To qualify for the Starlink discount, customers must purchase kits on Konga.com, activate them at starlink.com/activate, and email activation details to [email protected] for verification against Starlink’s records. Discounts are subject to terms and conditions.

Konga said spotlighting Starlink underscores reliable internet’s role in Nigeria’s digital economy, supporting work, learning, entrepreneurship and communication for households and businesses.

Mr Onochie Melvin, Head of Commercial Planning at Konga, said: “We listened carefully to what Nigerians said they needed to truly kickstart 2026 on the right footing. Reliable internet connectivity emerged as the foundation upon which other aspirations depend.”

He added: “Students need it for online learning, entrepreneurs need it to scale digital businesses, and professionals rely on it for remote work. This Starlink offer is not just about selling products; it is about removing barriers that prevent Nigerians from fully participating in the digital economy.”

Beyond connectivity, Konga Jara provides genuine products from original equipment manufacturers (OEMs) with transparent pricing, warranties and authenticity guarantees.

As a composite e-commerce ecosystem, Konga integrates shopping, payments and logistics for seamless nationwide access, with exclusive deals shared via its social media channels throughout the campaign.

Shoppers can explore offers at www.konga.com and follow Konga’s official pages for updates across the Konga Group.


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E-Business

Firm Identifies Global Scam Activity Linked to the Release of Avatar 3

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The premiere of Avatar 3 has taken place in several countries and has been accompanied by a noticeable increase in online interest. Amid the heightened attention surrounding the release, Kaspersky experts identified an increase in cyber-scam campaigns that exploit the movie’s launch and users’ desire to watch it online. The fraudulent websites target users across multiple regions, indicating attempts by attackers to reach a global audience.

The scam operates as follows: cybercriminals create suspicious websites that offer online access to the Avatar 3 movie. Attackers place particular emphasis on localisation, publishing the sites in multiple languages to attract users from different countries. However, the translations are often poorly executed and contain grammatical errors and inconsistencies, which may serve as indicators of fraudulent activity.

When users attempt to start the video, they are presented with a fake media player and prompted to register in order to obtain “full” or “unlimited” access to the film. As part of the registration process, users are asked to provide personal information, including an email address and mobile phone number.

At later stages, scammers may request additional data, including payment details, under the guise of activating a “free trial.” This creates risks of credential compromise, particularly if users reuse passwords across multiple services, and may also lead to financial losses.

“Cybercriminals consistently exploit major movie premieres to capture users’ attention and increase the effectiveness of their schemes. We advise accessing films only through official platforms and exercising caution when encountering websites that request personal or payment information. It is also important to use reliable security solutions to protect all devices, including mobiles,” comments Olga Altukhova, Senior web content analyst at Kaspersky.

 


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