This study aims to give an overview of Africa’s e-commerce world. Moreover, it includes five chapters, the first two of which depict macroeconomic developments on the continent that contribute to e-commerce. While the third chapter informs about e-commerce’s development in Africa along with technology trends supporting this development, the fourth chapter focuses on the characteristics of Africa’s e-commerce platforms. Lastly, the fifth chapter gives an insight into barriers preventing Africa from reaching its full e-commerce potential. This study is concluded after a cross-analysis of academic articles, company and organization reports, and web articles. Furthermore, resources are classified based on their release date to have a complementary view. The findings show that African countries should be treated separately. At this point, Africa is mainly analyzed as North Africa and Sub-Saharan Africa since North Africa is assumed to be closer to the other developing countries in terms of development level. South Africa, Kenya, and Nigeria are the leading e-commerce countries in Sub-Saharan Africa due to their economic size and technological level. Gaining African consumers’ trust should be the main priority for e-commerce platforms because cultural norms and personal relationships play an important role in Africa. Besides, mobile is the main touchpoint to reach African consumers as mobile phones and mobile payment methods expand across the continent. In the end, this study aims to give a perspective to companies that are willing to enter the African market and would like to be informed about e-commerce practices in Africa.
Questo studio mira a fornire una panoramica del mondo dell'e-commerce in Africa. Esso comprende cinque capitoli, i primi due dei quali descrivono gli sviluppi macroeconomici nel continente che contribuiscono all'e-commerce. Mentre il terzo capitolo discute lo sviluppo dell'e-commerce in Africa insieme alle tendenze tecnologiche che lo supportano, il quarto capitolo si concentra sulle caratteristiche delle piattaforme di e-commerce in Africa. Infine, il quinto capitolo fornisce una panoramica degli ostacoli che impediscono all'Africa di raggiungere il suo pieno potenziale di commercio elettronico. Questo studio è stato eseguito attraversol’ analisi di articoli accademici, rapporti aziendali e organizzativi e articoli web.. I risultati delle analisi mostrano che i paesi africani dovrebbero essere trattati separatamente. A questo punto, l'Africa viene principalmente analizzata come Nord Africa e Africa Subsahariana poiché si presume che il Nord Africa sia più vicino agli altri paesi in via di sviluppo in termini di livello di sviluppo. Sud Africa, Kenya e Nigeria sono i principali paesi di e-commerce nell'Africa subsahariana per dimensioni economiche e livello tecnologico. Guadagnare la fiducia dei consumatori africani dovrebbe essere la priorità principale per le piattaforme di e-commerce perché le norme culturali e le relazioni personali svolgono un ruolo importante in Africa. Inoltre, il cellulare è il principale punto di contatto per raggiungere i consumatori africani poiché i telefoni cellulari e i metodi di pagamento mobili si espandono in tutto il continente. Alla fine, questo studio mira a dare una prospettiva alle aziende che sono disposte ad entrare nel mercato africano e vorrebbero essere informate sulle pratiche di e-commerce in Africa.
Overview of e-commerce in Africa : a market analysis and trending factors
GOCMEN, UGUR CAN
2021/2022
Abstract
This study aims to give an overview of Africa’s e-commerce world. Moreover, it includes five chapters, the first two of which depict macroeconomic developments on the continent that contribute to e-commerce. While the third chapter informs about e-commerce’s development in Africa along with technology trends supporting this development, the fourth chapter focuses on the characteristics of Africa’s e-commerce platforms. Lastly, the fifth chapter gives an insight into barriers preventing Africa from reaching its full e-commerce potential. This study is concluded after a cross-analysis of academic articles, company and organization reports, and web articles. Furthermore, resources are classified based on their release date to have a complementary view. The findings show that African countries should be treated separately. At this point, Africa is mainly analyzed as North Africa and Sub-Saharan Africa since North Africa is assumed to be closer to the other developing countries in terms of development level. South Africa, Kenya, and Nigeria are the leading e-commerce countries in Sub-Saharan Africa due to their economic size and technological level. Gaining African consumers’ trust should be the main priority for e-commerce platforms because cultural norms and personal relationships play an important role in Africa. Besides, mobile is the main touchpoint to reach African consumers as mobile phones and mobile payment methods expand across the continent. In the end, this study aims to give a perspective to companies that are willing to enter the African market and would like to be informed about e-commerce practices in Africa.File | Dimensione | Formato | |
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https://hdl.handle.net/10589/189603