Online shopping in Africa awaits improvements in payments and delivery says new report by

Hamburg based research organization has focused its attention on the fast-growing markets of the African continent with its new publication: “Africa B2C E-Commerce Market 2016.”
Africa B2C E-Commerce Market 2016 (PresseBox) (Hamburg, ) The report suggests that the region has much growth potential as Internet connectivity increases through mobile technology and the challenges of underdeveloped delivery systems and secure payment methods are overcome.

Africa has had the most rapid Internet growth rate in the world in the past five years. Still, Internet penetration rates remain low compared to other global regions. Mobile is the main means of Internet connections in Africa, according to the report, as fixed connections make up less than 10% of the total Internet subscriptions in many countries throughout the continent, such as South Africa and Tunisia.

As Internet connectivity has grown, consumers are beginning to see the advantages of online shopping. Surveys cited in the publication show that convenience is one of the enticements for buying online, for instance, in Nigeria and Kenya, but the fact remains that few Internet users in Africa have made an online purchase.

The report points to two main barriers to wider acceptance of B2C E-Commerce in Africa: delivery infrastructure and secure payment methods. Several countries lack even an organized physical address system, and cash on delivery is the main payment method that the developing local online merchants, Takealot, Jumia and Konga among them, must deal with.

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