The eServices market in Western Africa has been experiencing significant growth in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors have all contributed to this development. Customer preferences in Western Africa have shifted towards digital services, driven by increasing internet penetration and smartphone adoption. Consumers are increasingly using eServices for a wide range of activities, including online shopping, digital payments, and accessing government services. This shift is fueled by the convenience and efficiency offered by eServices, as well as the growing trust in online platforms. Trends in the market indicate a strong growth trajectory for eServices in Western Africa. E-commerce platforms have seen a surge in popularity, with more people turning to online shopping for a variety of products. This trend is supported by the rise of mobile money services, which have made digital payments more accessible and convenient. Additionally, the demand for digital content and entertainment services, such as streaming platforms and online gaming, has been on the rise. Local special circumstances in Western Africa have also contributed to the growth of the eServices market. The region has a large and young population, which is increasingly tech-savvy and eager to adopt new digital solutions. Furthermore, the lack of physical infrastructure in some areas has led to the development of innovative eServices that cater to the specific needs of the population. For example, mobile-based solutions have been successful in reaching consumers in remote areas with limited access to traditional services. Underlying macroeconomic factors have played a role in shaping the eServices market in Western Africa. The region has experienced steady economic growth, which has led to an increase in disposable income and consumer spending. This has created a favorable environment for the growth of eServices, as consumers have more resources to spend on digital products and services. Additionally, government initiatives to promote digital transformation and improve internet connectivity have further supported the development of the eServices market. In conclusion, the eServices market in Western Africa is experiencing significant growth due to shifting customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. As more consumers in the region embrace digital solutions, the market is expected to continue its upward trajectory.
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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