By Ukumbi Afrika |
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A growing network of African logistics and package-forwarding companies is enabling consumers to shop from global retailers such as Amazon and Walmart, overcoming longstanding barriers including limited banking access, informal addressing systems and cross-border delivery challenges.
Although global retail giants such as Amazon and Walmarthave only a limited physical presence across much of Africa, millions of consumers are increasingly accessing their products through innovative logistics companies that are reshaping the continent’s e-commerce landscape.
At the centre of this transformation are package-forwarding firms that bridge the gap between international online marketplaces and African shoppers by providing overseas delivery addresses, consolidating purchases and managing cross-border shipping.
One such company is Afrety, a Senegalese start-up founded in 2018, which has developed a business model designed to simplify international online shopping for customers across West Africa.
Overcoming Traditional Barriers
Many African consumers face obstacles that have historically limited participation in global e-commerce, including the absence of formal street addresses, low levels of credit card ownership and complex international shipping arrangements.
Afrety addresses these challenges by providing customers with delivery addresses in France, the United States and China, allowing purchases from international retailers to be received at overseas warehouses before being consolidated and shipped to Africa.
Customers who do not possess conventional bank cards can complete purchases using mobile money, a widely adopted digital payment system across many African countries that enables users to deposit cash through local agents and make electronic payments.
Once shipments arrive in Senegal, deliveries are completed using GPS-enabled motorcycles and vans, allowing packages to reach customers even where formal addressing systems remain limited.
What began as a small operation connecting travellers between France and Senegal has grown into a business handling four to five metric tonnes of air freight and two to three sea freight containers each week.
Competition Expands Across Africa
International logistics company Aramex has also expanded its presence in Sub-Saharan Africa through platforms including MyUS and Shop and Ship, providing consumers with access to products from the United States, Europe and Asia.
According to Aramex Group Chief Executive Amadou Diallo, demand is being driven by consumers seeking brands and products that remain unavailable in local retail markets.
The company serves destinations across the continent, including rapidly growing markets such as Angola, while also maintaining operations in more challenging environments, including Somalia.
Among the most frequently purchased products are:
• Consumer electronics;
• Fashion and apparel;
• Toys;
• Agricultural machinery; and
• Automotive parts.
Aramex expects revenue from Sub-Saharan Africa to double by 2030, reflecting continued expansion in cross-border online retail.
E-Commerce Growth Still Faces Constraints
Despite rapid growth, Africa’s digital retail market remains at an early stage of development.
Research from Tech Cabal Insights estimates that internet penetration has reached approximately 43% of Africa’s 1.5 billion population. However, disposable incomes continue to limit online shopping across much of the continent.
Even in Nigeria, one of Africa’s largest digital markets, only around one in three internet users currently shop online. In parts of Central Africa, online retail participation is considerably lower.
South Africa Leads the Continent
South Africa continues to dominate Africa’s e-commerce sector.
According to Mastercard, online retail sales have expanded by almost 35% annually over the past five years, reaching approximately 140 billion rand (US$7.26 billion) in 2025.
The market’s maturity has attracted direct investment from major global retailers. Amazon launched its first online marketplace in South Africa in 2024, while Walmart opened its first branded stores in Johannesburg last year.
Elsewhere on the continent, African e-commerce company Jumia continues expanding its operations across eight Sub-Saharan African markets.
The company says it is responding to growing competition from international platforms such as Temu and Shein by strengthening local customer support, expanding rural pickup points and tailoring services to individual markets.
Nigeria remains one of Jumia’s fastest-growing markets, with the company reporting approximately 50% business growthduring the final quarter of 2025.
Industry executives believe Africa’s e-commerce sector remains significantly underpenetrated, leaving substantial room for long-term expansion as internet access, digital payments and logistics infrastructure continue to improve.
Why It Matters
Africa’s e-commerce revolution is increasingly being driven by home-grown logistics innovation rather than the direct expansion of global retail giants. Companies such as Afrety, Aramex and Jumia are helping bridge longstanding infrastructure and financial inclusion gaps, enabling millions of consumers to access international products while stimulating digital commerce, logistics investment and employment. As internet connectivity and mobile money adoption continue to grow, cross-border e-commerce is expected to become an increasingly important contributor to Africa’s digital economy.
Source: Reuters
Reporting: Jessica Donati.
Editing: Barbara Lewis.