非洲电商终于也快被中国人“占领”了

Core Viewpoint - Chinese cross-border sellers are increasingly targeting the African market, particularly through platforms like Jumia and Takealot, as the U.S. market becomes more challenging for them [3][4]. Group 1: Market Dynamics - Jumia, Africa's largest e-commerce platform, has over 12,000 international sellers, with more than 80% from China, contributing one-third of the platform's GMV, which has a year-on-year growth rate of 60% [3]. - The number of e-commerce users in Africa reached approximately 387 million in 2022, with a penetration rate of 32%, expected to grow to around 500 million and a penetration rate of 39.5% to 40% by 2025 [4]. Group 2: Competitive Landscape - Local African e-commerce platforms like Jumia and Takealot are becoming more attractive to Chinese sellers due to their logistics advantages compared to other cross-border platforms [7]. - Takealot has three large warehouses in South Africa, enabling same-day or next-day delivery, while Jumia requires sellers to ship to their warehouses before delivery to customers [10]. Group 3: Challenges for Chinese Sellers - High logistics and warehousing costs in South Africa pose significant challenges for Chinese sellers, making it difficult to profit from low-ticket items [12]. - A former Chinese seller on Jumia indicated that selling products priced at a few dollars often results in losses due to high return rates and shipping costs [12]. Group 4: Performance of Local Platforms - Jumia has not achieved profitability since its establishment in 2012 and has reported a 13% year-on-year decline in revenue for Q3 2024, while also exiting underperforming markets [14]. - Takealot's GMV growth significantly slowed from 72% in 2021 to 15% in 2022, with reported losses of $22 million (approximately 408 million Rand) in 2023 due to slowing consumer demand [15]. Group 5: Impact of Chinese Cross-Border E-commerce - Despite local platforms having certain advantages, they face significant competition from Chinese cross-border e-commerce platforms, which have gained substantial market share in Africa [15]. - SHEIN has become the largest online women's clothing retailer in South Africa, capturing 35% of the market share, while Temu has rapidly expanded in Nigeria and South Africa with its low-price strategy [15].