Grocery Delivery - Ghana | Statista Market Forecast

The projected revenue in the Grocery Delivery market for Ghana is expected to reach US$115.30m in 2024.
This revenue is projected to show an annual growth rate (CAGR 2024-2029) of 13.51%, resulting in a projected market volume of US$217.30m by 2029.
In Ghana, the Retail Delivery market is projected to have a market volume of US$99.25m in 2024.
In comparison to other countries, China is expected to generate the most revenue in the Grocery Delivery market, with an estimated revenue of US$266.00bn in 2024.
The average revenue per user (ARPU) in the Grocery Delivery market for Ghana is projected to amount to US$27.97 in 2024.
By 2029, the number of users in the Grocery Delivery market for Ghana is expected to reach 6.3m users.
The user penetration in the Grocery Delivery market for Ghana is projected to be at 11.8% in 2024.
The demand for grocery delivery services in Ghana has skyrocketed due to the convenience it offers to consumers.

Definition:

The Grocery Delivery market consists of food and non-food products that people regularly buy from a grocery store, including food and beverages, pet food, household cleaning products, personal care products, and other household consumables. Grocery delivery can be purchased through several different sales channels such as Omnichannel, Quick Commerce, or directly from the store.

Structure:

Grocery Delivery contains three markets: Retail Delivery, Quick Commerce, and Meal Kit Delivery. Retail Delivery includes delivery of these products directly by supermarkets, brick-and-mortar shops, or grocery stores. The order is placed through an online shop run by the retailer (e.g. Walmart+, Amazon Fresh). Quick Commerce focuses on online delivery services that provide customers with last-mile delivery (Instacart), or operate ghost stores where product selection is limited but delivery time is faster (e.g. Gorillas, Getir, and Glovo). In this case, the platform (e.g. Gorillas) handles the delivery process. This also includes grocery delivery platforms where delivery is advertised under 3 hours, although, most players aim to deliver in minutes. Finally, Meal Kit Delivery encompasses the delivery of a recipe box where fresh ingredients are delivered to be prepared. This service is usually offered as a subscription plan (e.g. HelloFresh).

Additional Information:

Revenue figures refer to Gross Merchandise Value (GMV). User and revenue figures represent B2C services.

Fresh food & Beverages, personal care, or household items ordered online are directly delivered to the consumer, no matter if ordered via a platform (e.g., Instacart) or a retailer website (e.g., Walmart)
Online Grocery orders and delivery are both carried out by a retailer (e.g., Walmart)
Online orders that are picked up in the supermarket (e.g., Instacart) or operating ghost warehouses and delivery logistics (e.g., Flink)
Online orders of recipe boxes where the ingredients are already preportioned (e.g., HelloFresh)

Phone orders
Deliveries of prepared meals for direct consumption (e.g. Meal Delivery)

Ghana, a country in West Africa, has seen a significant increase in the demand for grocery delivery services in recent years.

Customer preferences: Ghana's growing middle class and increasing urbanization have led to a shift in consumer behavior towards convenience. Consumers are now opting for online grocery shopping and home delivery services, as they offer a more convenient and time-saving option compared to traditional brick-and-mortar stores. Additionally, the COVID-19 pandemic has further accelerated the adoption of online grocery shopping and delivery services in Ghana.

Trends in the market: The grocery delivery market in Ghana is highly competitive, with both local and international players vying for market share. Local players such as Jumia and Glovo, as well as international players such as Uber Eats and Bolt Food, have all entered the market. These players are leveraging technology to provide customers with a seamless and convenient shopping experience. They are also partnering with local supermarkets and stores to offer a wide range of products and ensure timely delivery.

Local special circumstances: Ghana has a relatively young population, with over 60% of the population under the age of 25. This demographic is tech-savvy and comfortable with using technology to shop online. Additionally, Ghana has a high mobile penetration rate, with over 40 million mobile phone users in the country. This has made it easier for grocery delivery services to reach a wider audience and offer their services through mobile apps.

Underlying macroeconomic factors: Ghana's economy has been growing steadily over the past few years, with a GDP growth rate of 6.1% in 2019. The country's middle class is also growing, with an increasing number of people joining the middle-income bracket. This has led to an increase in disposable income, which has, in turn, led to an increase in demand for convenience services such as grocery delivery. The government of Ghana has also been implementing policies to promote entrepreneurship and innovation, which has led to the growth of the startup ecosystem in the country. This has created opportunities for local players to enter the grocery delivery market and compete with international players.

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. 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.