Africa’s growing e-commerce sector brings taste of the city to the sticks
Online platforms such as Jumia have made inroads through creating networks in remote areas
The rise and growth of e-commerce in the world, including in Africa, has created a lot of business opportunities, not only in urban but also in rural areas. The good news is that there is undoubtedly increased connectivity, reaching even previously remote villages across the continent, providing them access to e-commerce.
Over the past three years the market has moved substantially in the direction of developing logistics meant to tear down barriers for e-commerce penetration in rural markets. Consequently, online retailers can now reach customers in remote cities, while locals have access to a variety of products from major urban cities.