eServices

The eServices market in Africa is projected to reach a revenue of US$14.90bn by 2024.
It is expected to show an annual growth rate (CAGR 2024-2029) of 12.49%, resulting in a projected market volume of US$26.84bn by 2029.
In Africa, the 0.0 market is expected to experience a revenue growth of 0.0 in 2025.0.
Meanwhile, the 0.0 market is projected to have a market volume of 0.0 in 2024.
When compared globally, China is anticipated to generate the highest revenue in the eServices market, amounting to US$495.50bn in 2024.
The average revenue per user (ARPU) in the 0.0 market is projected to be 0.0 in 2024.
Additionally, the number of users in the 0.0 market is expected to reach 0.0 by 2029.
Furthermore, the user penetration in the 0.0 market is expected to be at 0.0 in 2024.
In Africa, the eServices market is experiencing significant growth, particularly in Nigeria, with a rise in demand for online payment solutions and digital content platforms.

Definition:

eServices refer to the delivery of services through electronic means, typically via the internet. eServices offer the convenience of conducting transactions and accessing information online and have become increasingly popular in recent years due to the growth of internet accessibility and the increasing use of digital devices. The eServices market continues to expand as consumers seek efficient and convenient ways to access and purchase various services.

The definition of eServices does not include media content acquired online (see: Digital Media) or the online sale of physical goods (see: eCommerce). Furthermore, no business-to-business segments are included, and neither are revenues from software downloads and services, or price/product comparison site commission fees.

Structure:

eServices includes the event ticketing market, which covers the sale of tickets for sporting events, music concerts, and cinema showings. The dating services market includes online dating platforms, matchmaking services, and casual dating sites. The online education market encompasses the provision of university education, online learning platforms, and professional certification programs. Lastly, the online gambling market which covers online sports betting, online casinos, and online lotteries.

Additional Information

Data includes revenue figures in Gross Merchandise Value (GMV), Users, average revenue per user (ARPU), and user penetration rate. User and revenue figures represent B2C services.

Online booked and digitally issued event tickets for sports events, music events, and cinemas such as Ticketmaster, StubHub, or CTS eventim
Online dating services, including matchmaking, online dating, and casual datings such as Tinder, Bumble, or Badoo
Online Education, including universities, platforms and professional certificates such as Udem, Coursera, or EdX

Offline booking by telephone or through agencies
Online ticket reservations without direct checkout process

The eServices market in Africa is experiencing significant growth and development, driven by various factors such as increasing internet penetration, rising smartphone adoption, and the growing demand for digital solutions. Customer preferences in the eServices market in Africa are shifting towards convenience and efficiency. Consumers are increasingly looking for online platforms and mobile applications that provide easy access to various services such as e-commerce, ride-hailing, food delivery, and financial services. This preference for convenience is driving the demand for eServices and encouraging businesses to expand their digital offerings. Trends in the market show that e-commerce is one of the fastest-growing segments in Africa. With the rise of online marketplaces and the increasing availability of secure payment options, more consumers are turning to online shopping for a wide range of products. This trend is particularly prominent in urban areas, where consumers have better access to internet connectivity and digital payment solutions. Another significant trend in the eServices market is the growth of ride-hailing and food delivery services. As urbanization continues to increase in Africa, there is a growing need for convenient transportation options and food delivery services. Consumers are embracing these platforms for their ease of use, affordability, and reliability. This trend is particularly evident in major cities where traffic congestion and limited parking spaces make traditional transportation options less appealing. Local special circumstances in Africa also contribute to the development of the eServices market. The continent's large and diverse population presents both challenges and opportunities for businesses. Companies need to tailor their services to meet the specific needs and preferences of different African countries and regions. This includes adapting to local languages, cultural norms, and payment methods. Underlying macroeconomic factors such as increasing internet penetration and smartphone adoption are driving the growth of the eServices market in Africa. The expansion of mobile network coverage and the decreasing cost of smartphones have made it easier for consumers to access digital services. Additionally, improvements in internet infrastructure and the availability of affordable data plans have further facilitated the adoption of eServices. In conclusion, the eServices market in Africa is experiencing significant growth and development, driven by customer preferences for convenience and efficiency. The rise of e-commerce, ride-hailing, and food delivery services are notable trends in the market. Local special circumstances and underlying macroeconomic factors such as increasing internet penetration and smartphone adoption also contribute to the growth of the eServices market in Africa.

Data coverage:

The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Ecommerce market, in a PDF format.