加纳电子商务市场前景及投资研究报告-培训课件外文版2024.4

CONSUMERS

&

BRANDSE-commerceinGhanaCHAPTER

01OverviewTotalnumberofinternetusersinGhanafrom2017to2023(inmillions)NumberofinternetusersinGhana2017-2023252322.622.2201510518.516.513.111.30Jan2017Jan2018Jan2019Jan2020Jan2021Jan2022Jan20233/statistics/1171416/number-of-internet-users-ghanaAsofJanuary2023,Ghanaregisteredapproximately23millioninternetusers,generallygrowingfromthe22.6millionreportedintheyearbefore.ThepercentageofthepopulationusingtheinternethasbeenincreasingrapidlyintheWestAfricancountry.ReadmoreNote(s):Ghana;2017to2023;internetaccessedwithanydeviceSource(s):DataReportal;Hootsuite;WeAreSocialForecastofthee-commercemarketrevenueinGhanafrom2017to2027(inmillionU.S.dollars)Forecastofthee-commercemarketrevenueinGhana2017-20271,4001,2001,0008006004002000201720182019202020212022202320242025202620274Description:TherevenueintheE-commercemarketinGhanawasforecasttocontinuouslyincreasebetween2023and2027byintotal512.4millionU.S.dollars(+73.49percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach1.2billionU.S.dollarsandthereforeanewpeakin2027.Notably,therevenueoftheE-commercemarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Ghana;2017to2027Source(s):DigitalMarketInsightsForecastofthee-commercemarketusersinGhanafrom2017to2027(inmillion)Forecastofthee-commercemarketusersinGhana2017-202714121013.1812.3611.4910.669.858.887.7886.625.5564204.233.36201720182019202020212022202320242025202620275Description:ThenumberofusersintheE-commercemarketinGhanawasforecasttocontinuouslyincreasebetween2023and2027byintotal3.3millionusers(+33.5percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach13.18millionusersandthereforeanewpeakin2027.Notably,thenumberofusersoftheE-commercemarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Ghana;2017to2027Source(s):DigitalMarketInsightsForecastoftheecommercemarketpenetrationrateinGhanafrom2017to2027ForecastoftheecommercemarketpenetrationrateinGhana2017-202740353035.8434.2332.4330.6428.8526.5223.6825201510520.5817.6213.711.122017020182019202020212022202320242025202620276Description:ThepenetrationrateintheE-commercemarketinGhanawasforecasttocontinuouslyincreasebetween2023and2027byintotalsevenpercentagepoints.Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach35.84percentandthereforeanewpeakin2027.Notably,thepenetrationrateoftheE-commercemarketwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Ghana;2017to2027Source(s):DigitalMarketInsightsEcommercemarketrevenueinGhana2022,bysegment(inmillionU.S.dollars)EcommercemarketrevenuebysegmentinGhana2022180166.1916014012010080146.55117.2693.0690.126039.494030.513.38200FashionElectronicsBeauty,Health,

Toys,Hobby&DIYPersonal&HouseholdCareFoodFurnitureMediaBeverages7Description:In2022,therevenueinthee-commercemarketintheFashionsegmentamountedto166.2millionU.S.dollars,makingFashionthesegmentwiththelargestrevenueofthedifferentsegments,followedbyElectronics(147millionU.S.dollars),Beauty,Health,Personal&HouseholdCare(117millionU.S.dollars),Toys,andHobby&DIY(93millionU.S.dollars).Withadifferenceof19.6millionU.S.dollars,Fashionisrecordingahigherrevenueinthee-commercemarketthanElectronics.In[...]

ReadmoreNote(s):Ghana;2022Source(s):DigitalMarketInsightsCHAPTER

02OnlinemarketplacesandvisitorsTotalnumberofvisitorsofonlinemarketplacesforphysicalgoodsinGhanafrom2017to2020(inmillions)NumberofwebvisitorsofmarketplacesinGhana2017-20207065.360.696049.9449.715040302010020172018201920209Description:In2020,onlinemarketplacevisitorspresentinGhanawereapproximately50million.Thisregisteredadecreasecomparedtothepreviousyear,whenmorethan65milliononlinevisitswerereportedinthecountry.InGhana,themostpopularonlinemarketplaceisJumia,acompanyoperatinginseveralotherAfricancountries.ReadmoreNote(s):Ghana;2017to2020Source(s):InternationalTradeCentreDistributionofonlinemarketplacesinGhanain2020,bytypeDistributionofonlinemarketplacesinGhana2020,bytypeOtherspecialization5.9%Vehicles13.7%Notspecialized80.4%10Description:In2020,mostmarketplacesinGhanawerenon-specializedwebsites,coveringover80percentofthetotalonlinemarketplaces.Marketplacesforvehiclesweresomewhatpopular,accountingforaround14percentofthecount.Inthesaidyear,themostpopularonlinemarketplaceinthecountrywasJumia,whichoperatesinseveralotherAfricancountries.ReadmoreNote(s):Ghana;2020;51marketplacesSource(s):InternationalTradeCentreDistributionofonlinemarketplaceownershipinGhanain2019and2020,bytypeShareofownershipofonlinemarketplacesinGhana2019-2020,bytypeIntermediaryRetailer100%90%80%70%60%50%40%30%20%10%0%94.1%94.1%5.9%5.9%2019202011Description:Asof2020,mostonlinemarketplacesinGhanawereownedbyintermediaries.Thisreferredtoslightlyover94percentofthemarketplaces,whiletheremainingsharebelongedtoretailers.Inthepreviousyear,thesharesremainedthesame.InGhana,themostpopularonlinemarketplaceisJumia,amarketplaceforphysicalgoodsoperatinginseveralotherAfricancountries.ReadmoreNote(s):Ghana;2019and2020;51marketplacesSource(s):InternationalTradeCentreDistributionofonlinemarketplacevisitorsinGhanain2019and2020,bydeviceDistributionofonlinemarketplacevisitorsinGhana2020,bydeviceDesktopMobile(smartphonesandtablets)90%80%70%60%50%40%30%20%10%0%76.8%75.2%24.8%23.2%2019202012Description:In2020,mostwebvisitorsinGhanaaccessedmarketplacesfromasmartphoneoratablet.Over75percentofallvisitorsofonlinemarketplacesforphysicalgoodsusedamobiledevicethatyear,whereastherestoftheshareaccessedthemthroughadesktop.ReadmoreNote(s):Ghana;2019and2020Source(s):InternationalTradeCentreLeadingonlinemarketplacesforphysicalgoodsinGhanain2020,bynumberofvisitors(inmillions)PopularonlinemarketplacesforphysicalgoodsinGhana2020,bynumberofvisitorsNumberofvisitorsinmillions0246810121416JumiaJiJi14.8711.69ModernGhanaBusinessGhanaKiKUU9.774.781.851.2Locanto1.141.14GhanawebCraiglist0.7513Description:Asof2020,JumiawasthemostpopularonlinemarketplaceforphysicalgoodsinGhana,withanestimatednumberofvisitorsreachingover14million.ThecompanyoperatesinmanyotherAfricancountries.OtherleadingonlinemarketplacesinGhanawereJiJiandT,whichcountedsome12millionand10millionwebvisitors,respectively.ReadmoreNote(s):Ghana;2020Source(s):InternationalTradeCentreShareofvisitorsofonlinemarketplacesforphysicalgoodsinGhanain2019and2020,bygender(inmillions)ShareofwebvisitorsofmarketplacesinGhana2019-2020,bygenderMenWomen7066.164.2605040302010035.833.92019202014Description:Asof2020,mostmarketplacewebvisitorsinGhanaweremen,accountingforslightlyover66percentofthetotalvisitors.Incontrast,womencoverednearly34percentoftheonlinemarketplacevisitors.Theshareforwomenwaslowercomapredtothepreviousyear,meaningthatmenareincreasinglyaccessingonlinemarketplaces.InGhana,themostpopularonlinemarketplaceisJumia,acompanyoperatinginseveralotherAfricancountries.

ReadmoreNote(s):Ghana;2019and2020Source(s):InternationalTradeCentreDistributionofmarketplacewebvisitorsinGhanaasof2020,byagegroupDistributionofonlinemarketplacevisitorsinGhana2020,byageShareofwebvisitors0%5%10%15%20%25%30%35%40%18-24years25-34years19.5%34.4%35-44years21.5%45-54years12.7%55-64years7.9%65yearsandolder4%15Description:In2020,Ghana'syoungpopulationmadeupthelargestgroupofonlinemarketplacevisitorsinthecountry.Specifically,mostvisitorswereaged25to34years,whichheldmorethan34percentofthetotalshareofvisitors.Also,about22percentofthewebvisitorswerebetweentheages35and44,thesecondlargestgroup.OverallinGhana,themostpopularonlinemarketplaceisJumia,whichoperatesinseveralotherAfricancountries.

ReadmoreNote(s):Ghana;2020Source(s):InternationalTradeCentreCHAPTER

03PaymentsystemsVolumeofpaymentsystemsinGhanafromJanuarytoJune2019,bymethodVolumeofpaymentsystemsinGhana2019,bymethodTransactionvolume2,000,00001,000,0003,000,0004,000,0005,000,0006,000,0005,504,608E-zwichDirectCredit**Checkscleared*MobileMoney3,456,1413,354,7512,544,165GhanaInterbankSettlementSystemGh-link669,153528,007350,666345,093GhIPSSInstantPayDirectDebit**17Description:Inthefirsthalfof2019,themethodofpaymentthatreachedthehighestvolumeinGhanawasE-zwichwithoverfivemilliontransactions.Thiswasfollowedbydirectcredit,whichregisteredover3.45milliontransactions.AlsofromJanuarytoJune2019,transactingoperationsperformedthroughtheautomaticclearinghouse(directcreditanddebitmethods)werealtogethermorethanthosedonethroughclearedchecks.Furthermore,besidesdirectdebits,GhIPSSInstantPaywasoneofthe[...]

ReadmoreNote(s):Ghana;JanuarytoJune2019;*Dataexcludesbanks`in-housechecks**AutomaticClearingHouse(ameansbywhichfundscanbeelectronicallydepositedinfinancialinstitutions,oronlinepaymentscanbemade).Thesourcedoesnot[...]

ReadmoreSource(s):BankofGhanaPenetrationrateofcreditcardsinGhanafrom2013to2028PenetrationrateofcreditcardsinGhana2013-2028765432105.753.593.122.241.691.691.471.391.321.241.211.131.071.030.920.87201320142015201620172018201920202021202220232024202520262027202818/statistics/1149776/credit-card-penetration-forecast-in-ghanaThecreditcardpenetrationinGhanawasforecasttocontinuouslydecreasebetween2024and2028byintotal0.4.Accordingtothisforecastin2028,thecreditcardpenetrationwillhavedecreasedforthesixthconsecutiveyearto1.03percent.

ReadmoreNote(s):Ghana;2013to2028;allvaluesareestimatesSource(s):PenetrationrateofdebitcardsinGhanafrom2013to2028PenetrationrateofdebitcardsinGhana2013-20282018.5718.2717.9717.6817.5817.5417.3917.3417.4217.481816141210817.1117.2415.0112.1310.319.86420201320142015201620172018201920202021202220232024202520262027202819Description:ThedebitcardpenetrationinGhanawasforecasttocontinuouslyincreasebetween2024and2028byintotal0.3percentagepoints.Accordingtothisforecastin2028,thedebitcardpenetrationwillhaveincreasedforthesixthconsecutiveyearto17.58percent.ReadmoreNote(s):Ghana;2013to2028;allvaluesareestimatesSource(s):ShareofpopulationwithamobilemoneyaccountinGhanafrom2018to2023MobilemoneyaccountsinGhana2018-202370%60%50%40%30%59.7%39%39%38.9%38.9%20%13%10%0%20182019202020212022202320Description:AsofJanuary2023,59.7percentofthepopulationaged15yearsandolderhadamobilemoneyaccountinGhana.Thiswasasharprisefromthepreviousyear.Theshareofmobilemoneyuserssignificantlyincreasedfrom2018,andthenumberofmobileconnectionsinthisWestAfricancountryrosesteadily.ReadmoreNote(s):Ghana;2018to2023;15yearsandolderSource(s):DataReportal;Hootsuite;Semrush;WeAreSocialNumberofconsumersmakingdigitalpaymentsinGhanain2018and2027(inmillions)NumberofpeoplemakingdigitalpaymentsinGhana2018-202714121013.2312.3611.5110.679.868.897.78864206.635.564.23201820192020202120222023202420252026202721Description:Thenumberofusersinthe'DigitalPayments'segmentofthefintechmarketinGhanawasforecasttocontinuouslyincreasebetween2023and2027byintotal3.4millionusers(+34.48percent).Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach13.23millionusersandthereforeanewpeakin2027.Notably,thenumberofusersofthe'DigitalPayments'segmentofthefintechmarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Ghana;2018to2027Source(s):DataReportal;GWI;Hootsuite;WeAreSocialTotalvalueofdigitalpaymenttransactionsinGhanain2018and2027(inbillionU.S.dollars)TotalvalueofdigitalpaymenttransactionsinGhana2018-2027876547.536.625.694.894.183.753.432102.481.591.04201820192020202120222023202420252026202722Description:Thetransactionvalueinthe'DigitalPayments'segmentofthefintechmarketinGhanawasforecasttocontinuouslyincreasebetween2023and2027byintotal3.4billionU.S.dollars(+81.34percent).Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach7.53billionU.S.dollarsandthereforeanewpeakin2027.Notably,thetransactionvalueofthe'DigitalPayments'segmentofthefintechmarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Ghana;2018to2027;digitallyenabledconsumerpaymentsSource(s):DataReportal;GWI;Hootsuite;WeAreSocialCHAPTER

04ConsumersearchandpreferencesDistributionofwebtrafficinGhanaasof2023,bysearchengineShareofwebtrafficinGhana2023,bysearchengineShareofwebsitetraffic0%10%20%30%40%50%60%70%80%90%100%110%GoogleBing95.38%4.02%Yahoo!

0.3%DuckDuckGo

0.13%Other

0.12%Yandex

0.04%Baidu

0.01%24Description:InJanuary2023,GooglewasthemostpopularsearchengineinGhana.Itaccountedforover95.4percentofthewebtrafficinthecountry.ThiswasfollowedbyBingandYahoo!,with4.02percentand0.3percentofthetraffic,respectively.

ReadmoreNote(s):Ghana;January2023;percentageoftotalwebtrafficrefferedbysearchenginesthatoriginatedfromeachsearchserviceSource(s):DataReportal;Hootsuite;StatCounter;WeAreSocialLeadingchannelsusedtoresearchbrandsonlineinGhanaasof3rdquarter2022MainchannelsforonlinebrandresearchinGhana2022Shareofinternetusers30%0%10%20%40%50%60%70%SocialnetworksSearchengines68.3%56.9%ConsumerreviewsMobileapps34.6%34%ProductorbrandwebsiteQ&Asites29.8%26%MessagingservicesForumsandmessageboardsVideosites19.2%16.6%14.7%13.3%BrandandproductblogsPricecomparisonsitesMicroblogs13%12.4%Vlogs9.2%DiscountcouponsitesOnlinepinboards9.1%8.9%25Description:Asof2022,majorityofinternetusersinGhanausedsocialnetworkstoresearchbrands.Thisreferredtoapproximately68percentofinternetusersbetween16-64years.Othermainchannelsforonlinebrandresearchinthecountryweresearchengines,consumerreviews,andmobileapps.ReadmoreNote(s):Ghana;Q32022;14-64years;percentageofinternetuserswhouseeachchannelasaprimarysourceofinformationwhenresearchingbrandsSource(s):DataReportal;GWI;Hootsuite;WeAreSocialMostvisitede-commercewebsitecategoriesinGhanaasof2022Maine-commercewebsitecategoriesinGhana2022,bytrafficNumberofvisits01,000,0002,000,0003,000,0004,000,0005,000,0006,000,0007,000,0008,000,0009,000,00010,000,000ElectronicsGeneralretailersHealthandbeautyFlowersandgiftsFashion9,095,1141,878,683923,620569,474141,00126Description:In2022,electronicswasthemostpopulare-commercewebsitecategoryinGhana.Theaveragemonthlyvisitstoelectronicse-commercewebsitesstoodatoverninemillion,followedbythecategoryofgeneralretailwithapproximately1.9millionvisits.Moreover,thehealthandbeautywebsitetrafficreachedaround924,000.ReadmoreNote(s):Ghana;2022;averagemonthlyvisitsSource(s):SemrushEcommercemarketpenetrationrateinGhana2022,bysegmentEcommercemarketpenetrationratebysegmentinGhana20222519.24201510518.0116.2913.511.599.887.166.730ElectronicsFashionToys,Hobby&DIYMediaBeauty,Health,Personal&HouseholdCareFurnitureBeveragesFood27Description:Fromthedifferentsegments,ElectronicsleadstherankingforpenetrationrateintheeCommercemarketwith19.2percent.ElectronicsisfollowedbyFashion(18percent),Toys,Hobby&DIY(16percent),andMedia(14percent).Withadifferenceof1.2percent,ElectronicsisrecordingahigherpenetrationrateintheeCommercemarketthanFashion.Incontrast,Foodistrailingtherankingwith6.7percent,recordingadifferenceof12.5percenttoElectronics.ReadmoreNote(s):Ghana;2022Source(s):DigitalMarketInsightsShareofweeklyonlineshoppingactivitiesinGhanain3rdquarter2022,bytypeShareofweeklyonlineshoppingactivitiesinGhana2022,bytypeShareofinternetusers10%0%5%15%20%25%Purchasedaproductorserviceonline24.4%UsedanonlinepricecomparisonserviceOrderedgroceriesviaanonlinestoreBoughtasecond-handitemviaanonlinestoreUsedabuynow,paylaterservice10.7%8.8%7.8%5.3%28Description:Asofthethirdquarterof2022,over24percentofinternetusersinGhanapurchasedaproductorserviceonline.Thisrepresentedthemostfrequentonlineshoppingactivityinthecountry.Inaddition,around11percentofonlineshoppersusedanonlinepricecomparisonservice.ReadmoreNote(s):Ghana;Q32022;16-64years;percentageofinternetuserswhoengageinselectedecommerceactivitieseachweekSource(s):DataReportal;GWI;Hootsuite;WeAreSocialCHAPTER

05JumiaFoodandonlinefooddeliveryShareofonlineordersonJumiaFoodinGhanabetween1stquarterand2ndquarter2020,byagegroupofconsumersShareofordersonJumiaFoodinGhana2020,byagegroup50%45%45%40%35%30%25%20%15%10%5%34%14%4%3%0%18-24years24-34years34-44years44-45years55yearsandolder30Description:Betweenthefirstandthesecondquarterof2020inGhana,foodonJumiaFoodwasmostorderedbypeopleaged24to34years.Thisreferredtomorethan40percentofthesurveyedconsumers.Individualsaged18to24yearswerethesecond-largestgroupofonlinefoodshoppers,accountingfor34percentoftheconsumers.ReadmoreNote(s):Ghana;Q1toQ22020Source(s):JumiaShareofdevicesusedbyconsumerstoaccessJumiaFoodinGhanabetween1stquarterand2ndquarter2020ShareofJumiaFoodconsumertrafficinGhana2020,bydeviceDesktop13%Mobile87%31Description:Betwe