Ghana: ecommerce market penetration rate 2022

From the different segments, Electronics leads the ranking for penetration rate in the e-commerce market with 19.2 percent. Electronics is followed by Fashion (18 percent), Toys, Hobby & DIY (16 percent), and Media (14 percent). With a difference of 1.2 percent, Electronics is recording a higher penetration rate in the e-commerce market than Fashion. In contrast, Food is trailing the ranking with 6.7 percent, recording a difference of 12.5 percent to Electronics.

Ecommerce market penetration rate in Ghana 2022, by segment

Characteristic	Penetration rate in percent
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Supplementary notes

The eCommerce market comprises the sale of physical goods via a digital channel to a private end consumer (B2C). This definition encompasses purchases via desktop computers (including notebooks and laptops) as well as purchases via mobile devices (e.g., smartphones and tablets). The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets, and the digital purchase or resale of used, defective, or repaired goods (reCommerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

All figures are estimate. A detailed methodology can be found in the Statista Digital Market Outlook.

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