Overview of the E-Commerce Industry

Have you ever made a purchase online, paid with your card or paid on delivery? Welcome to the E-Commerce industry (a.k.a online commerce). Trade has always been a part of our lives as societies have evolved, with the market becoming one of the central features of communities. As online communities grew, so also did the need to use the trade over the internet. As a result, E-Commerce today is one of the most dominant activities on the internet. The E-commerce industry consists of individuals, small and large businesses that trade goods and services online, and supporting service providers that make this online trade possible.

According to Investopedia, E-commerce operates in four major market segments. These are: 

  • Business to Business (B2B) is the direct sale of goods and services between businesses.
  • Business to Consumer (B2C) involves sales between businesses and their customers.
  • Consumer to Consumer (C2C) allows individuals to sell to one another, usually through a third-party site like eBay and Jiji.
  • Consumer to Business (B2B) lets individuals sell to businesses, such as an artist selling or licensing their artwork or music for use by an organisation.

Many goods and services trade online today. Some of these goods include clothes & shoes, software & computing services, electronics & media, furniture & appliances, food & personal care, toys and DIY products. Services traded include consulting, editorial, design, legal and logistics services. In addition, E-Commerce services operate in different forms, such as:

  • Matching, connecting buyers with sellers by providing a marketplace or listing service, and added features such as auction, online payment and escrow services.
  • Platforms allow sellers to set up their online shops, receive orders and collect payments.
  • Subscription, periodic payments for access to a good or service which may be physical or accessible online.
  • Wholesale buyers purchase from an e-commerce company with a large inventory of products central or across a network of warehouses.
  • Dropshipping, who sells to buyers from the inventory of a warehouse partner.

Service providers operating in the e-Commerce industry are payment processors, logistics, and escrow service providers. In addition, some eCommerce companies rely on partners and third-party providers. In contrast, giant eCommerce companies have all these services in-house. 

Traditional retailers and brick-and-mortar stores have become significant players in the industry while manufacturing companies are also playing with models such as Direct to Consumer (D2C). In addition, a new generation of startups in developing countries with large informal markets are working with small-sized retailers. These startups aggregate demand and sell from the retailers’ inventories at margins while providing delivery services.

Global View
According to the United Nations Conference on Trade and Development (UNCTAD), measuring the size of the e-commerce industry is highly challenging. This is because most countries do not officially publish eCommerce data though more governments are now tracking the industry. However, based on UNCTAD’s methodology for estimating global e-commerce, E-commerce sales hit $25.6 trillion globally in 2018, up 8% from 2017. It also estimated that the e-commerce sales value in 2018 (including business-to-business (B2B) and business-to-consumer (B2C) sales) was equivalent to 30% of global gross domestic product (GDP).

According to UNCTAD, Business to Consumers (B2C) e-commerce sale in 2018 was valued at $4.4 trillion, and cross-border B2C e-commerce sales amounted to $404 billion in 2018. The United States continues to dominate the overall e-commerce market, followed by China which leads in overall B2C eCommerce and today has the world’s largest e-commerce companies. Other countries with large e-Commerce industries include Japan, Korea, the United Kingdom, France and Germany. 

UNCTAD also estimates that 1.45 billion people, or one-quarter of the world’s population aged 15 and older, made purchases online in 2018.

According to estimates made by Statista, the revenue generated by online shopping in Africa was estimated to be around 27.97 billion US dollars in 2020. The e-commerce revenue in Africa will keep increasing between 2021 and 2025. In 2025, the whole e-commerce sector in Africa might reach a value of over 46.1 billion US dollars. McKinsey’s Lions Go Digital report estimates that online shopping could account for up to 10% of retail sales by 2025 as more Africans gain access to the internet. 

UNCTAD reported that the number of online shoppers in Africa surged annually by 18% since 2014, higher than the global average of 12%. It also notes that Nigeria (the largest), South Africa and Kenya account for more than half of the online shoppers in Africa in 2017. A time at which Africa had at least 21 million online shoppers. 

UNCTAD’s Business-to-Consumer (B2C) e-commerce index for 2018 indicates that Africa’s e-commerce market was worth approximately $5.7 billion in 2017. However, the industry represents less than 0.5% of the region’s gross domestic product (GDP), far below the global average of more than 4%.

According to the Statista report in 2020 on the e-commerce sector of Ghana, the e-commerce revenue was about US$309m in 2019. The report projected market volume will be US$811.3m by 2024. In addition, the report revealed that the e-commerce user penetration rate was 18.3% in 2019 and is projected to reach 31.6% in 2024. E-commerce development in Ghana was delayed by relatively low internet and banking penetration, as well as difficulties in delivery caused by unclear addresses and informal housing. However, e-commerce is starting to take off. In addition, heavy traffic and sometimes crowded malls make shopping from home attractive to many. 

Ghana’s Interbank Payment and Settlement Systems (GhIPSS) launched an internet payment gateway enabling holders of domestic Automated Teller Machine (ATM) cards to make online payments and purchases. The ‘gh-link e-Commerce’ launch is set to promote e-commerce and create jobs as various services are needed in the e-commerce value chain.

The e-Commerce market in Kenya is the 54th largest market globally for eCommerce, with a revenue of US$1.7 billion in 2021, placing it ahead of Sri Lanka and Hungary. With an increase of 44%, the Kenyan eCommerce market contributed to the worldwide growth rate of 15% in 2021. 

Like in Kenya, global e-Commerce sales are expected to increase over the next few years. As new markets emerge, global growth will continue over the next few years. East and Southeast Asia will propel this development with their growing middle class and lagging offline infrastructure. With a yearly growth rate of 12% between 2021 and 2025, Kenya is expected to outperform the global average of 6%. 

E-commerce in Kenya has grown significantly, especially among small and medium enterprises. There has been a more recent surge because of increased convenience and efforts to avoid physical interactions considering the pandemic. According to the Kenya Business Guide, about 4% to 6% of Kenyans did online grocery shopping—even during the peak of the pandemic lockdowns. This highlights more profound gaps within the supply chain and consumer behaviour.

The growth of Nigeria’s e-commerce industry has had challenges due to the poor state of infrastructure, similar to that of many developing industries. However, there has been a steady rise in the industry’s growth, facilitated by the successful adoption of digital payment solutions, the development of logistics service providers within cities, and innovations backed by foreign and local investments in the industry. 

According to ecommerceDB, Nigeria is the 33rd most extensive market for eCommerce, with a revenue of US$7 billion in 2021. There is also a boom in the growth of startups digitising informal markets. It has made it easier for small-scale traders to buy from Fast Moving Consumer Goods Companies. The eCommerce industry has fostered the growth of logistics service providers, which have become a major provider of employment in cities and peri-urban areas. It has also impacted the food industry with the growing array of eCommerce companies playing in the food ordering and delivery market.

There are estimates that 26% of the Nigerian population will have bought at least one product online in 2021. However, this may be overly optimistic as there are still millions of Nigerians who only transact in physical markets due to the lack of confidence in online commerce. The largest categories in Nigeria’s eCommerce industry based on data from ecommerceDB include Fashion with 35%, Electronics & Media with 28%, Furniture & Appliances with 17%, Food & Personal Care with 11%, and Toys, Hobbies & DIY items with the remaining 9%.

South Africa
From 2019 to 2020, South African online sales grew by 66%, reaching more than $1.8 billion (ZAR30 billion), according to the International Trade Administration. Online entertainment is the most popular e-Commerce product category in South Africa, followed by data and airtime. In addition, the pandemic and lockdown regulations caused a 54 per cent increase in groceries in 2019. Also, according to a report by Businessnewswire, the South Africa E-Commerce market will reach US$ 7.9 Billion by 2027 from $4.5 Billion in 2021.

More than 70% of South Africans shop online at least once per month, according to a Deloitte report. Most people listed convenience, COVID-19, and time savings as their top three motivations for doing more buying online. The most popular categories among South African internet consumers are apparel, electronics, footwear, home appliances, and health products, which align with global online buying preferences.

  1. Buy Now Pay Later (BNPL)
    Buy now, pay later agreements are point-of-sale instalment loans/short-term financing plans. These agreements allow customers to make purchases with an upfront payment; and then pay the balance in a certain number of instalments, generally without interest. BNPL is a low-cost asset acquisition solution because it provides consumers with clear, easy-to-understand, and convenient payment alternatives based on their monthly income. The fact that it boosts customers’ purchasing power is one of the key factors driving this trend. In addition, this repayment arrangement improves the number of families that can purchase particular items while simultaneously increasing merchant and agricultural earnings.
  2. Same day delivery
    Long gone are when customers had to wait for several days to receive their online purchases, as same-day delivery has become a growing trend. Same-day delivery is a delivery system where orders are delivered to customers on the same day. Often, the order must be placed by a particular time of day to be applicable (such as before noon). According to a PR Newswire survey, if same-day delivery is available, 64 per cent of Millennials and 56 per cent of Gen-Xers are more likely to make an online purchase. Except for service providers delivering to customers outside the country, the surge in online purchasing trends has increased business owners offering this delivery option.
  3. Drone Delivery
    Drone delivery is faster, less expensive, and more environmentally friendly than ground-based delivery vehicles. Drones inspire individuals to rethink how goods, especially food deliveries, are quickly delivered to people’s doorsteps. This delivery strategy aids in reaching rural and isolated places more promptly and efficiently. Compared to traditional delivery methods, the usage of drones cuts carbon emissions and contributes to a cleaner environment.
  4. eCommerce companies are becoming fintech by providing financial services such as wallets and credits for their customers to make purchases.
  5. Consumers previously had to provide the same information on every website where they intended to buy something, such as their name, address, and credit card information. Many people became frustrated as a result of this. It has led to businesses providing electronic wallets to make the consumer buying experience more comfortable and private. Integrating financial services such as wallets and credits for consumers has led to a more seamless experience while interfacing with eCommerce companies. 
  1. Social commerce
    The use of social networking platforms like Facebook, Instagram, and Twitter to promote and sell items and services is known as social commerce. The degree to which consumers participate in a company’s marketing through retweets, likes, and shares determines the effectiveness of a social commerce effort. ECommerce companies also use conversational marketing to engage their clients. For example, e-commerce companies use chatbots to engage their customers. Customers are usually engaged in the chat about a product’s FAQ.
  2. Voice interfaces (Voice to Text)
    In the eCommerce industry, voice interface, also known as voice to voice/text interface, is a rapidly growing technology. A voice user interface (VUI) allows people to communicate with computers by using speech recognition to interpret instructions and queries and typing text to speech to playback a response. Incorporating this instrument has aided the industry in better communicating with its customers, resulting in increased sales.
  1. Digitisation of informal retail in developing countries

In general, “informal retail” refers to businesses that offer goods or services on public streets, sidewalks, or other public spaces. Digitalising informal retail has increased sales; and a more direct connection between B2B e-Commerce enterprises, informal retailers, and their customers. These B2B e-Commerce enterprises have enabled small-scale traders to purchase from Fast Moving Consumer Goods Enterprises. In addition, they make it easier for small businesses to seek restocking, reducing inefficiencies in the informal trading sector.

These include product discovery and recommendation algorithms, user experience design, shopping trends, buying habits, online channels, data privacy and protection, building and managing trust, consumer rights and safety, business models, and customer journey. Others include the impact of legislation, seasons, infrastructural challenge, intellectual property protection, social media, COVID-19, and influencer marketing on eCommerce. The socioeconomic implications of eCommerce.

SDG 8: Decent Work and Economic Growth. 
Decent work for all, removing market barriers and connecting demand to supply globally. The eCommerce industry already is creating jobs for people who do deliveries and digital markers. In addition, there is a reduction in the barriers to entry for anyone to start selling online, thus creating jobs for people selling goods, services, and intellectual property. The industry is also improving the economic growth of nations across the globe.

SDG 9: Industry Innovation and Infrastructure. 
Business relies on materials, resources, labour and service support from all corners. The ability to access them efficiently is key to establishing new markets. Today’s computing and technology-based skills are significant to most businesses, and consumers of everyday goods and services live on every continent. The integration/digitalisation of this industry over time, like the use of IoT, Inventory management software, and Analytics, has helped solve some infrastructure problems in developed and developing countries.

SDG 12: Sustainable consumption and production. 
With the use of IoT and some analytic tools, eCommerce has helped better predict demand for what is needed and where it is needed, therefore reducing wastage in production. Furthermore, direct to consumer business models, and same-day delivery also helps us to reduce our supply chain footprint by getting to the next available store. Also, the use of drones in delivery contributes to attaining a sustainable environment by reducing the carbon footprint of traditional delivery systems.

  1.  Poor State of Infrastructure in Developing Countries:
    Poor road networks, a lack of internet access, a lack of storage facilities, and a lack of inventory systems are all examples of infrastructure issues. Due to the lack of a solid road network system in some developing countries, several delivery companies are concerned about the safety of their employees on such roads. Thus they limit deliveries to specific areas with good roads. Drones delivery can solve the bad road network problem; developed countries are already adopting drones to deliver products to customers.
  2.  Fake and substandard products, Counterfeit products
    According to Forbes, in 2018, counterfeiting was the most significant criminal enterprise globally. The sales of counterfeit and pirated goods total $1.7 trillion per year. One of the many fears of consumers interfacing with this industry is the fear of purchasing substandard or counterfeit products, as several reports of ‘What you ordered” versus “what you get” increase among customers. In addition, several vendors/ eCommerce retailers also copy products that are not theirs and then resell such designs or products online (intellectual property theft).
  • Delivery to customers in remote areas, especially goods such as vaccines and emergency scenarios
    One of the concerns of traditional delivery systems is reaching customers in rural/remote areas sometimes due to a lack of good roads and the safety of delivery personnel. The use of drones is fast replacing traditional delivery methods in developed countries, which has helped reach customers in remote areas. Drones deliver prescription drugs and emergency health care products to remote locations.
  • Online identity verification, trust management, and security challenges
    How can businesses tell if a person is behind a process and prove they are who they say they are? One of the most well-known types of e-commerce fraud is identity theft. When a cybercriminal steals someone’s personal information and uses it to conduct illicit purchases or transactions in the victim’s name, this is known as identity theft. Online identity verification (facial recognition, biometrics, OTPs, and other methods) prevents people from acting on other people’s behalf without their permission, preventing fraud.
  • Impact on brick and mortar stores.
    The rise of the eCommerce industry has impacted some local retail firms more than others. While some individuals prefer to see a piece of furniture before purchasing it, things such as books, phones, and laptops have become internet sensations. Many bookstores have closed due to the impact of eCommerce, as many consumers prefer Kindle eBooks/ ebooks so that they may carry hundreds of books in their bags at once. As individuals embrace eCommerce, the growth of online retailers has led to the closure of several physical stores.
  • Inventory Management:
    To be successful, eCommerce companies should have an effective shipping strategy and visibility into their inventory counts and locations. Unfortunately, most of these retailers make inventory mistakes that can be costly, such as failing to implement an inventory management system. Inventory technology allows business owners to streamline warehousing operations and make smarter financial decisions. Also, eCommerce predictive analytics helps determine what customers need, when, and the churn rate of customers, which helps inform businesses’ inventory decisions.
  • Taxation: how do you tax? Who do you tax?
    As an eCommerce business (SME), it is essential to remember that every company must pay tax on its revenue. It implies that a business must pay tax on its earnings. Over 70% of small businesses in Nigeria, according to, do not pay their regular taxes to the government. In Nigeria, for example, sales of goods are subject to Value Added Tax (VAT). However, how tax is paid is determined by the type of business. Business tax payment can be confusing because even individuals are unsure of what tax is and how it is paid. It’s a good idea to hire an accountant or a finance person to help you with this.

It is good to note that the industry is electronic. Therefore, the name “E-Commerce” means Electronic-Commerce. Digitisation in this industry is then essential to keep up with technological trends & innovations and, likewise, the needs of the global/local audiences.

  1.  Artificial Intelligence and applications such as predictive analytics, customer profiling, etc. “Data is King,” as the phrase goes, and those who can harness information and analyse it for profit will rule the market in the future. Players in this market are using AI-based decision-making tools like predictive analytics, consumer profiling, and personalisation to define their businesses. It can help in various business sectors, such as anticipating a customer’s lifetime value for a single transaction, a recurrent customer, or even predicting churn rate.
  2. Omnichannel interaction with customers includes chatbot and voice Interaction for customer purchases and more.
    An omnichannel customer experience consists of individual customer touchpoints over various channels that seamlessly connect. It allows customers to pick up where they left off on one channel and continue the experience on another. An omnichannel approach involves interacting with consumers seamlessly through various media. Still, instead of having a unique strategy for each one, omnichannel focus on creating an integrated experience in real-time. As a result, all the channels are knitted tightly together.
  3. Automation of warehouses with the internet of things to track inventory in the warehouse, robots to move items, and drones for delivery.
    Warehouse automation reduces human errors, minimises labour, improves workplace safety, boosts inventory control downtime, and increases warehouse productivity and security. The usage of Internet of Things (IoT) technology has a significant impact on the business’s warehousing infrastructure. Drones are used in IoT warehouse management solutions to increase the speed at which products are gathered, located, and packed. Drones are also being utilised to deliver packages to clients, and they are quickly replacing traditional delivery methods.
  4.  Augmented and Virtual realities:
    Today, AR and VR technologies are among the most popular b2c and b2b eCommerce website features. As a result, many eCommerce store owners are adopting them to entice customers. AR and VR are ready to provide customers with an upgraded shopping experience like never before, from virtually trying on clothes to seeing the same product in different colours. The global AR and VR industry is anticipated to reach $209.2 billion by 2022, according to space Fintech.
  5. Blockchain
    Customers today are pretty knowledgeable. They’re questioning everything from the origins of their food to brands’ sustainability and environmental decisions. Blockchain, the groundbreaking technology that powers cryptocurrencies, can help supply chains become more transparent and provide consumers with answers to their questions. It can also help streamline payments and speed up transactions while also improving security.

The eCommerce industry provides numerous career opportunities for graduates based on skill sets and less on their qualifications. Roles in the sector include web development, app development, digital marketing, search engine optimisation, user experience development, content/copywriting, data science and analysis, operations management, customer service, delivery management, project management, systems analysis, and research analysis.
Highest Paying Jobs in the Industry
Web Developer
SEO Expert
Marketing Specialist
Project Manager
e-Commerce Business Manager
Business Analyst 
Data Analyst 

  1. Critical Thinking and Creativity: very competitive; how do you develop strategies to stand out? 
    It’s not all about having practical skills to get new eCommerce employment. Top firms will assume that applicants are familiar with Excel and understand product management. Candidates with soft skills such as critical thinking and creativity will be preferred. As a worker in this profession, you must be able to come up with creative solutions to existing or on-the-job problems. Additionally, you must be able to build a method/funnel that makes the company’s product stand out, resulting in increased income and product awareness.
  2.  Continual Learning & Adaptation: learning to adapt to new technologies as they change over time—adaptation to seasons as they affect sales.
    No two days are the same on the job, whether you work as a content writer or marketing specialist. Being able to adapt to each growing trend in the industry is essential. Hence the need to open yourself to continuous learning.
  3. Communication & Persuasion to write copies that sell in a competitive market and persuade customers to be patient when deliveries are late.
    Good communication and persuasion skills are also needed in interacting with customers. Interacting with customers can get critical and tricky sometimes. For example, it’s not as easy to ease an unhappy customer’s concerns via email/chat as it is in person. Nor is it as straightforward to sell the benefits of a product that someone can’t see or touch. Hence the need to develop people skills which will aid your communication and marketing skills
  4. Numeracy and Financial Intelligence to track product sales, dashboards and report on campaign performance
    Being a commerce industry, professionals seeking to enter the industry must be sound in their use and understanding of numbers and figures. They must be able to present data/facts with numbers and figures. Knowledge of financial principles (how money works, how to attract investment, budgeting, tracking of product sales, etc.) is also essential in this industry.
  5. Initiative & enterprise: most eCommerce companies being small and medium-sized, require versatile people to work across a variety of roles.
    Initiative and enterprise are essential skills to help develop new and better opportunities within your work. Recognising a need to improve something is a valuable skill for making your work more productive. Being enterprising goes beyond typical effort; it means showing your enthusiasm to see your ideas into reality. Recognising the need for a new opportunity or way of doing things can lead to a helpful change in work practice. With the initiative to find better solutions to habits, you can improve the way you work and have a more effective outcome.
  6. Digital Proficiency with skills such as data analysis and visualisation and the ability to develop graphics content for marketing.

Digital proficiency describes how an individual can use digital means to effectively and efficiently facilitate work (sales, business awareness, customer experience, analytics, etc.). Therefore, there is a need for individuals seeking employment in this field to gain some technical knowledge base on the role they seek in this industry. For example, an individual seeking to work as a social media manager should have specialised knowledge of Customer Experience, how social media marketing and analytics work across various social platforms, graphics design, etc.

It is important to note that there are rarely degrees specific to this industry. However, a general business degree that provides essential knowledge in all of the foundational business areas, augmented with some soft skills certifications, can get you started in this industry. Below is a list of degrees and certificates for the industry: 

Bachelor of Business Administration – E-Commerce and Marketing, Bachelor of Commerce in Management, Bachelor Digital Business (BA), Bachelor of Commerce, Diploma in E-Commerce, Degree in Marketing, Bachelor of Commerce in Management, 

Master’s degree in eCommerce, MSc in Business Administration, MSc in Online Marketing and Electronic Commerce, MSc in Electronic Commerce, MSc in Digital Marketing and e-Commerce Management, MSc in Electronic Commerce and Internet Computing, 

Agile, Scrum, Certified eCommerce Management Professional, Digital Marketing Certifications (email marketing, content/copywriting), eCommerce SEO Certification, Data Analysis Certifications, Web Development, Socia Media Management Certification, UX/UX Design Certifications, Graphics Design Certification, project management.

Due to the small-to-medium size of businesses in this industry, most employers rarely employ graduates. Instead, they expect employees to have some competencies and skills they bring to the table and expect them to be versatile.

Opportunities for entry in this industry include an internship with a specific skill set such as digital marketing, content creation/writing, search engine optimisation (SEO), graphic design, etc. Networking is also essential in getting jobs in this industry. Hence, reach out and stay connected to people you know working with eCommerce companies.

The eCommerce industry is fast-growing, with rapidly evolving technologies and trends. Businesses must be aware of internet trends and social media to understand what people are interested in, what they are buying, and new technologies embraced in the sector. Therefore, this industry also requires digital marketing and social media expertise.

Most eCommerce companies operate as SMEs, so rarely are they the highest payers or benefits providers. Some even serve as a one-person business. But they provide opportunities for exposure to many roles. However, there is an opportunity to work remotely with various eCommerce companies and service providers.

The eCommerce industry is relatively new. Hence, the bare existence of Industry Associations and Professional Bodies in eCommerce. However, there is a rise in eCommerce associations such as the International E-commerce Association (INTECA) and eCommerce Europe, The Institute of Certified E-Commerce Consultants (ICEC), National Information Technology Development Agency (NITDA).

The E-Commerce Association of Ghana

Communications Authority of Kenya, Kenya Private Sector Alliance


South Africa
The E-Commerce Association (TECA),

Jeff Bezos, Jack Ma, Pierre Omidyar

Esther Asante, Albert Biga, Danny Kofi Armah, Kojo Choi

Shirlene Nafula, Teresa Lubano, Peter Njonjo, Sam Chappate, Daniel Githua, Betty Mwangi, Tracy Turner

Sim Shagaya, Sola Akinlade

South Africa
Andrew Smith, Shane Dryden, Sascha Breuss, Kerryn Tremearne, and Aisha Pandor.

The eCommerce industry is relatively new. Hence, the bare existence of International and National Agencies responsible for eCommerce. However, the activity of traditional Commerce agencies may impact the industry. United Nations Conference on Trade and Development (UNCTAD), World Trade Organization (WTO), International Chamber of Commerce (ICC), The Federation of International Trade Associations, and International Trade Centre (ITC).

Ghana Revenue Authority

Kenya Export Promotion and Branding Agency


South Africa
Ministry of Trade, Industry and competition.

Sellers:, Alibaba Group,, Flipkart, Walmart, eBay Inc, Otto, Rakuten, Shopify, Groupon, Zalando, Priceline, Etsy, Patreon,

Digital content sellers: Amazon, Google, Netflix, Deezer, Spotify, Tidal, Gumroad, SlideME, Samsung, Huawei, Opera, GetJar. It should be noted that traditional companies such as Walmart, Target, Home Depot, IKEA, and Best Buy also have buoyant e-Commerce operations contributing to a significant percentage of their revenue.

Jumia, Slot, Jiji, TakeaLot, Kilimall, OLX, DHL, Copia, Twiga, BidorBuy, BabyBliss/Mum’sVillage (BlissGroup).

ZoobaShop, Tonaton, Volapay, Bebree, 3ETechInns, Grow For Me Africa, Nocofio, Creduma, Orderwind Inc., Fynderr, Heny, Tiny Reusers, Lamudi,, Carmudi, Heel The World,,,,, Souq Africa, Kaymu, Baygh, Jiji Ghana, Melvom, Shoppintins, Reapp, Deus, Kikuu    

Telco, Safaricom (Masoko), Jumia, Jiji, Glow, Shop Nanjala, Air Duka, Dawa, Naivas Online, Masoko, Cheki, Gadzone, Naivas, Kilimall, Jamboshop, Avechi, Shopit, Phone Place Kenya, Price In Kenya, OddsKenya, Purpink, Amanbo, Vituzote, Elegance, Organized-planet, Imaginecare, Ramtons, Westercosmetics, Textbook Centre, Saruk, Kasha, Copia, Furniture Palace Kenya, Healthyu, Beautyclick, MyBigOrder Kenya, Powered by People, GroceryPik, Think Organic Kenya, Foodplus, Zucchini, Gobeba, Farm Fanatics, Kalimoni Greens, Yum, Greenspoon, HaraQisha.

Jumia, Jiji, Slot, Konga, Travelstart, Travelbeta, Wakanow, Afrimash, Payporte, Printivo, Obiwezy, Ajebo Market, BabyBliss,, SosoGames, Bonamour,, Chrisvcmall, Laterna Books, Obeezi, Zavandi, BriefEssentials, Kara, Obiwezy. Companies in digitisation B2B in the informal sector are Alerzo, Tradedepot, Omnibiz, Boost, and Wabi2b. Payment service providers include Paystack, Interswitch, and Flutterwave. Logistics companies include ACE, GIG Logistics, Tranex, DHL, Kwik Delivery, Gokada, etc. 

South Africa
JUMIA, Takealot, Kilimall, Konga, Bidorbuy, Superbalist, Woolworths, Homechoice, Zando, Port2Port, Quantifi, Quicket, Raru, Red Square, RunwaySale, SafariNow, Mantality, Action Gear&Threads, Boost Gymwear, Cape Coffee Beans, Niche market, Tekkie Town,  ShoppingFeeder, BoxCommerce.

The Everything Store
The House that Ma Built 
Launch by Jeff Walker 
The E-Commerce Book by Alexander Graf
Dotcom Secret by Russel Bronson
The Everything Store by Brad Stone
E-business and E-commerce Management by Dave Chaffey  

Shark Tank
The Men Who Built America
The Call of The Entrepreneur
Wolf of Wall Street
Art and Copy

eCommerce Fuel
2x eCommerce Podcast
My Wife Quit Her Job 
E-Commerce Boost
Future Commerce Podcast
eCommerce FastLane
eCommerce Lifestyle
Ecommerce Conversations by Practical Ecommerce 
The Fizzle Show

Internet Retailer
Practical eCommerce
Business Insider
Essential Retail
Small Biz Trend,-south-africa-and-kenya-dominate-the-e-commerce-industry-in-sub-saharan-africa,revenues%20per%20annum%20by%202025,increasing%20between%202021%20and%202025.