Sierra Leone, a country in West Africa, has experienced a significant shift in the way people purchase groceries.
Customer preferences: As in many other countries, the COVID-19 pandemic has accelerated the adoption of online grocery shopping in Sierra Leone. Consumers have become more cautious about visiting physical stores and have turned to online platforms for their grocery needs. Additionally, the rise of the middle class in Sierra Leone has led to an increase in demand for convenience and quality in grocery shopping.
Trends in the market: The online grocery delivery market in Sierra Leone has been growing steadily over the past few years. The market is dominated by local players, who have been quick to adapt to changing consumer preferences. These players have developed user-friendly apps and websites, offering a wide range of products at competitive prices. The market is also seeing an increase in partnerships between online grocery platforms and local supermarkets, which allows for faster and more efficient delivery.
Local special circumstances: Sierra Leone has a largely informal economy, with a significant portion of the population engaged in small-scale agriculture and trading. This has led to challenges in the logistics and supply chain for online grocery delivery, as many of the products sold online are sourced from small-scale farmers and traders. Additionally, the country's poor road infrastructure and limited access to electricity pose challenges for last-mile delivery.
Underlying macroeconomic factors: Sierra Leone is one of the poorest countries in the world, with a GDP per capita of less than $500. However, the country has seen steady economic growth over the past few years, driven largely by its mining and agriculture sectors. The rise of the middle class in Sierra Leone has also contributed to the growth of the online grocery delivery market. However, the country still faces significant challenges in terms of poverty, unemployment, and infrastructure, which could impact the growth of the market in the long term.
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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