The eServices market in Ghana is experiencing significant growth and development, driven by various factors such as increasing internet penetration, rising smartphone adoption, and the government's efforts to promote digitalization. Customer preferences in the eServices market in Ghana are shifting towards convenience and efficiency. With the availability of online platforms and mobile apps, customers are increasingly opting for digital services such as online shopping, food delivery, and ride-hailing. This trend is driven by the convenience of accessing services from the comfort of their homes or offices, as well as the ability to compare prices and read reviews before making a purchase. Additionally, the younger generation, who are more tech-savvy, are driving the demand for eServices in Ghana. Trends in the market show a significant increase in the adoption of e-commerce platforms in Ghana. Online shopping has become increasingly popular, with a wide range of products available for purchase online. This trend is driven by the convenience of shopping from anywhere at any time, as well as the availability of secure payment options. The rise of e-commerce platforms has also led to the growth of logistics and delivery services, as companies strive to meet the increasing demand for fast and reliable deliveries. Another trend in the eServices market in Ghana is the growth of mobile money services. Mobile money has gained popularity as a convenient and secure way to send and receive money, pay bills, and make purchases. This trend is driven by the high mobile penetration rate in Ghana, with many people using their mobile phones as their primary means of communication and financial transactions. Mobile money services have also contributed to financial inclusion, as they provide access to banking services for the unbanked population. Local special circumstances in Ghana, such as the high rate of urbanization and the growing middle class, have contributed to the growth of the eServices market. As more people move to urban areas and experience an increase in disposable income, there is a greater demand for convenient and efficient services. Additionally, the government's efforts to promote digitalization and create an enabling environment for eServices have also played a significant role in the market's development. Underlying macroeconomic factors, such as stable economic growth and a favorable business environment, have also contributed to the growth of the eServices market in Ghana. The country's stable economy and favorable business climate have attracted both local and international investors, leading to increased investment in the eServices sector. Additionally, the government's commitment to digital transformation and the implementation of policies and regulations that support the growth of eServices have created a conducive environment for market development. In conclusion, the eServices market in Ghana is experiencing significant growth and development, driven by factors such as increasing internet penetration, rising smartphone adoption, customer preferences for convenience and efficiency, and the government's efforts to promote digitalization. This growth is evident in the increasing adoption of e-commerce platforms, the growth of mobile money services, and the overall shift towards digital services. With the local special circumstances and underlying macroeconomic factors supporting market development, the eServices market in Ghana is expected to continue its upward trajectory 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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