Rwanda, known as the "land of a thousand hills," is a small country located in East Africa. Over the past few years, the country has experienced significant growth in its e-commerce sector, particularly in the grocery delivery market.
Customer preferences: In Rwanda, customers are increasingly turning to online grocery shopping due to its convenience and time-saving benefits. With the rise of smartphones and internet penetration, customers can now easily order groceries from the comfort of their homes or offices. Moreover, customers are increasingly concerned about the safety and quality of the products they purchase, and online grocery delivery services provide a solution to this problem.
Trends in the market: The grocery delivery market in Rwanda has witnessed significant growth over the past few years, with several local and international players entering the market. The COVID-19 pandemic has also accelerated the growth of the market, as customers are avoiding crowded places and turning to online shopping. Additionally, players in the market are adopting innovative strategies to attract and retain customers, such as offering discounts, loyalty programs, and same-day delivery.
Local special circumstances: Rwanda is a small country with a population of around 12 million people. The country has a relatively high population density, with most of the population concentrated in urban areas. This concentration of population in urban areas has created a conducive environment for the growth of the grocery delivery market. Additionally, the government of Rwanda has been actively promoting e-commerce as part of its efforts to boost economic growth and reduce poverty.
Underlying macroeconomic factors: Rwanda has experienced steady economic growth over the past few years, with a GDP growth rate of around 8% in 2019. The country has also made significant progress in improving its business environment, which has attracted investment and boosted entrepreneurship. Moreover, the government of Rwanda has invested heavily in infrastructure development, particularly in the ICT sector, which has facilitated the growth of e-commerce in the country.
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.
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