The eServices market in Eastern Africa is experiencing significant growth and development, driven by changing customer preferences, emerging trends, and local special circumstances. Customer preferences in Eastern Africa are shifting towards convenience and efficiency, leading to an increased demand for eServices. Consumers are increasingly looking for ways to save time and effort, and eServices provide a convenient solution. Whether it is online shopping, mobile banking, or e-learning, customers in Eastern Africa are embracing the benefits of eServices. One of the key trends in the eServices market in Eastern Africa is the rapid adoption of mobile technology. With the increasing availability of affordable smartphones and improving internet connectivity, more people are accessing eServices through their mobile devices. This trend is particularly prevalent in countries like Kenya and Tanzania, where mobile penetration rates are high. Mobile apps and mobile-friendly websites are becoming essential for businesses to reach and engage with their customers. Another trend in the eServices market is the growth of e-commerce. Online shopping is gaining popularity in Eastern Africa, with more consumers opting to make purchases online. This trend is driven by factors such as the convenience of shopping from home, access to a wider range of products, and the ability to compare prices. E-commerce platforms are emerging to cater to this growing demand, offering a variety of products and services. Local special circumstances also play a role in the development of the eServices market in Eastern Africa. The region has a large population of young, tech-savvy individuals who are eager to embrace new technologies. This demographic is driving the demand for eServices and creating a conducive environment for innovation and entrepreneurship. Additionally, the rise of mobile money services, such as M-Pesa in Kenya, has paved the way for the adoption of other eServices, such as mobile banking and mobile payments. Underlying macroeconomic factors are also contributing to the growth of the eServices market in Eastern Africa. The region is experiencing steady economic growth, which is increasing disposable incomes and driving consumer spending. This provides an opportunity for businesses to expand their eService offerings and cater to the growing demand. In conclusion, the eServices market in Eastern Africa is experiencing significant growth and development, driven by changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. As more consumers in the region seek convenience and efficiency, businesses are adapting to meet their needs through the adoption of eServices. With the continued advancement of mobile technology, the growth of e-commerce, and the support of local special circumstances, the eServices market in Eastern Africa is poised for further expansion in the coming years.
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.
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