以下文章来源于出海潜望 ，作者周月明 据数据显示，2022年，非洲电商用户数量增长到约3.87亿，渗透率提升至32%。预计到2025年，非 洲电商用户将达到5亿左右，渗透率将提升至39.5%至40%。 在网上买买买的非洲人成了中国卖家新的香饽饽。 出海潜望 . 挖掘出海故事，助力企业全球化。来吧！一起去全世界逐浪 出品｜虎嗅商业消费组 作者｜周月明 编辑｜苗正卿 题图｜AI生成 美国市场难做，中国跨境卖家们又盯上了非洲市场。 据非洲最大电商平台Jumia最新数据显示，其1.2万国际卖家中超八成来自中国，贡献平台三分之一 GMV，年增长率高达60%。为吸引中国卖家加入，Jumia甚至在深圳设立了70人的本土团队。 除Jumia之外，南非本土最大的电商平台Takealot也出现越来越多中国老板的身影。它也开始逐渐放 宽限制，以前账号注册费一度炒至3万人民币（ 注册需要南非法人公司，对外国人门槛高 ），但现 在通过代理公司申请，注册成本几乎为零。 非洲电商终于也快被中国人"占领"了。 非洲本土电商平台相较跨境电商更具物流优势，这两家公司对自身的物流履约速度也要求较高。 据称，Takealot在南非有三个大型仓库，基 ...

Core Insights - The article discusses the increasing presence of Chinese cross-border sellers in the African e-commerce market, particularly through platforms like Jumia and Takealot, as U.S. market conditions become challenging for these sellers [1][4]. Group 1: Market Dynamics - Jumia, Africa's largest e-commerce platform, reports that over 80% of its 12,000 international sellers are from China, contributing one-third of its GMV with a year-on-year growth rate of 60% [2]. - Takealot, South Africa's largest e-commerce platform, is also seeing a rise in Chinese ownership and has relaxed its registration fees, which previously reached 30,000 RMB [3]. - The number of e-commerce users in Africa grew to approximately 387 million in 2022, with a penetration rate of 32%, expected to reach 500 million users and a penetration rate of 39.5% to 40% by 2025 [5]. Group 2: Challenges for Chinese Sellers - Chinese sellers face challenges in profitability due to the low average order value of products sold on platforms like Jumia and Takealot [7]. - The logistics of shipping from China to Africa typically take 15 to 21 days, which is not appealing to African consumers who prioritize delivery speed [8]. - South African government policies pose risks for Chinese cross-border e-commerce, including investigations into companies like SHEIN for potentially evading import duties [10][11]. Group 3: Local Platform Advantages - Local platforms like Takealot have a logistics advantage, with the ability to offer same-day or next-day delivery due to their local warehouses [14]. - Chinese sellers must maintain inventory in Africa, which increases operational costs, as local warehousing can cost around 60,000 ZAR (approximately 24,000 RMB) per month for a 1,000 square meter facility [17]. - High logistics and inventory costs make it difficult for Chinese sellers to profit from low-priced items, with products priced above 200 ZAR (approximately 80 RMB) being more competitive on Takealot [19]. Group 4: Performance of Local Platforms - Despite the advantages, local platforms like Jumia and Takealot face significant challenges, including Jumia's continuous losses since its inception in 2012 and a 13% decline in revenue in Q3 2024 [24]. - Takealot's GMV growth dropped from 72% in 2021 to 15% in 2022, and it reported a loss of 22 million USD (approximately 408 million ZAR) in 2023 due to slowing consumer demand [26]. - The entry of Chinese platforms like SHEIN and Temu has intensified competition, with SHEIN capturing 35% of the online women's clothing market in South Africa [28].