Africa Social Commerce Market Databook 2025 | Expansion of E-commerce Platforms into Social Commerce: Focus on Shein, Jumia and Takealot

Market Overview - Africa's social commerce market is projected to grow at an annual rate of 26.7%, reaching USD 4.45 billion by 2025, following a robust CAGR of 38.4% from 2021 to 2024 [2][3] - The market is expected to expand from USD 3.51 billion in 2024 to approximately USD 9.43 billion by 2030, indicating sustained growth [2] Key Drivers - The rapid evolution of Africa's social commerce landscape is driven by mobile-first internet adoption, fintech integration, and the increasing role of social media platforms in online shopping [4] - A young, tech-savvy population and rising smartphone penetration create an ideal environment for businesses to engage with consumers through social channels [4] Platform Engagement - Platforms such as Facebook Marketplace, Instagram Shopping, and WhatsApp Business are essential for SMEs to access the digital economy [5] - Over 40% of internet users in key African markets have made purchases via social commerce platforms, highlighting the growing engagement [9] Fintech Integration - Mobile money and fintech innovations are breaking down barriers to digital transactions, making social commerce more accessible [6] - The introduction of Buy Now, Pay Later (BNPL) solutions and digital wallets enhances consumer participation in e-commerce [6][10] Competitive Landscape - The social commerce sector is becoming increasingly competitive, with local and international players striving for market share [13] - Jumia's strategic exit from South Africa and Tunisia aims to focus on high-growth markets in West and East Africa [16] - Takealot is expanding into underserved markets by hiring personal shoppers to increase e-commerce penetration [16] Influencer Marketing - Influencer marketing, particularly through micro-influencers, is driving social commerce growth, with brands increasing spending on partnerships [12][16] - The rise of live shopping and short-form video content on platforms like TikTok is reshaping consumer interactions with brands [12][16] Regulatory Developments - South African authorities are exploring regulatory "sandboxes" to foster innovation in social commerce, particularly in digital lending and AI-driven customer support [16]