The e-commerce boom in Africa

An opportunity to bring business to the masses

Across Africa e-commerce is booming, with 500m users and a market value in excess of $46b predicted by 2025. Of the industries poised to take advantage, it’s arguably the region’s telco operators who are one of the best positioned to drive this digital shopping revolution. 

Having helped deliver the network infrastructure on which much of this expanding ecosystem is being developed, providers like Ethio Telecom plan to offer customers site builder and e-commerce software as part of their business bundle from 2023. 

And with challenger banks and mobile money startups developing viable alternatives for the 50% of African adults who don’t currently have a traditional bank account, the rewards for those able to capitalise on the e-commerce opportunity are going to be huge. 

A global trend through an African lens 

In recent years the global e-commerce market has grown rapidly. This has been driven by a variety of factors including improvements in connectivity, rising mobile device usage, an improved online buying experience and changing shopping habits. 

Africa currently leads the way in mobile device web traffic, with a recent report highlighting that 69% of its total web traffic comes from mobile users. The same report also notes that the continent’s mobile internet usage is 13% above the global average. 

#DigitalNative #NetGen #Zoomer

However you choose to define users born after 1997, it’s this cohort that are most comfortable buying and selling products or services online.

Tech-savvy with a penchant for social media, Gen Z aren’t content to simply take the role of consumer. They understand that mobile-first technology can power their business aspirations and help them become successful entrepreneurs in their own right.  

Indeed, a recent survey found that 78% of young Africans aged 18-24 plan to start their own business in the next five years. Providing these new found business owners with the digital tools they need to succeed is a surefire way of growing your customer base and boosting retention. 

Your e-commerce platform. Straight out of the box. 

African telcos looking to offer e-commerce software often come up against two obstacles: time and money. It takes time to develop an e-commerce product your customers are going to want to use and this process requires significant investment.

One solution is white labelled software. This option gives telco operators a fully functioning, tried and tested product that they can call their own. Here at BaseKit we’re experts at building easy to use white labelled digital products that small business customers love. Best of all, our products are mobile-first by design. 

Over the last 10 years we’ve helped 100+ partners deliver millions of websites and e-commerce stores for entrepreneurs around the world. 

We’re on a mission for tech democracy for small businesses – are you? Request a demo of our white label software today.

We use cookies to personalise content and ads, to provide social media features and to analyse our traffic. We also share information about your use of our site with our social media, advertising and analytics partners. View more
Cookies settings
Privacy & Cookie policy
Privacy & Cookies policy
Cookie name Active
Privacy Policy

  1. Introduction This privacy policy sets out how we use and protect any information that you provide to BaseKit. We are committed to ensuring that your privacy is protected. Any personal information you provide when using our products or services will only be used in accordance with this policy. Note that this policy does not cover how we use and protect information provided to us from website builder customers. If you are a Go Sitebuilder customer, please see the Go Sitebuilder Privacy Policy. If you are a customer of another company that offers BaseKit’s website builder, please see the company’s privacy policy available via their website. We may change this policy from time to time by updating this page. You should check this page to ensure that you are happy with any changes. This policy is effective from January 2019.  

2. What information we collect We may collect the information you provide when you get in touch with us via the website, email, or phone.
  • You transfer your information to us via the website by filling in and submitting a form. We offer a number of different forms to help you find out more about the products and services we offer.
  • We have a number of different email addresses you can use to contact us. If you’re not sure which one to use then we recommend you send an email to
  • We don’t provide a central phone number but BaseKit team members may provide their direct phone number for you to contact them.

3. How we use the information The information that we collect and store about you is primarily used to help us to stay in touch with you to provide our products and services. However, we may also use your information:
  • To improve our products and services
  • To send promotional email communications about special offers, news, product updates or other information which we think you may find interesting
  • To contact you for market research purposes
Note that we will only use your information as described in 3 and 4 above when you have explicitly opted in to receive such communications. You may opt out of these communications at any time by clicking the Unsubscribe link in any email or by sending a request to  

4. Storing your personal data We store the data we collect using third party tools such as CRMs and databases. Any data we store is only accessible directly by a small number of authorised staff. The third parties that we use may store your data in locations outside of the EEA. We carefully review each supplier to ensure they handle data in line with this policy. We will store your data for as long as you remain a customer of BaseKit, or where you have actively been in contact with us about our products and services. We will keep data for up to 5 years if you’re not a customer or if we don’t hear from you.  

5. Security We are committed to ensuring that your information is secure. In order to prevent unauthorised access or disclosure, we have put in place suitable physical, electronic, and managerial processes to secure and safeguard the data we collect and store. The transmission of information via the internet is not completely secure and we cannot guarantee the security of data sent to us electronically. The transmission of data is entirely at your own risk.  

6. How we use cookies A cookie is a small file which allows websites and apps to identify individual users and store information about each user’s preferences. A cookie does not give access to any more information than a user chooses to provide. We use cookies:
  • To identify where visitors to the website came from
  • To identify the content that is being viewed
The third party suppliers that we work with may also use cookies for similar purposes. We carefully review each supplier to ensure they handle data in line with this policy. You may choose to enable or disable cookies. Most web browsers automatically enable cookies, but you can usually modify a browser’s settings to disable cookies if you prefer. If you disable cookies you may not be able to take full advantage of our websites.  

7. Disclosing your information We may disclose your information to third party suppliers that we work with to provide our products and services. We carefully review each supplier to ensure they handle data in line with this policy. We may also disclose your information where we are required to do so by law.  

8. Controlling your personal information You may choose to restrict the collection or use of your personal information in the following ways:
  • When providing any information to BaseKit via this website, you may opt in to receive promotional email communications.
  • If you receive a promotional email, you may opt out by clicking the Unsubscribe link at the bottom of the email.
  • At any time you can opt out of promotional email communications by sending a request to
  • If you would like us to delete all the information we have collected about you, send a request to
  • If you would like to otherwise restrict the use of the information we have collected about you, send a request to
  • Should you wish to access the information we hold about you, please send a request to
Save settings
Cookies settings