Main e-commerce website categories in Ghana 2022, by traffic

In 2022, electronics was the most popular e-commerce website category in Ghana. The average monthly visits to electronics e-commerce websites stood at over nine million, followed by the category of general retail with approximately 1.9 million visits. Moreover, the health and beauty website traffic reached around 924,000.

Ghana’s e-commerce market on the rise

The e-commerce market in Ghana has shown steady growth in the last few years, generating high revenue for the country and making its market one of the leading e-commerce markets in West Africa. Experts forecast that by 2029, the revenue of Ghana’s e-commerce market will show an all-time high of over 1.5 billion U.S. dollars, and the number of its users would grow to over eight million users.

Which products do Ghanaians like to buy online?

As of 2022, electronics and fashion products were the main focus for Ghanaians in online marketing, reflected by their high market penetration rates and the amount of revenue they generated. Online order of takeaway food showed high popularity in Ghana as well, similar to the number of users of online food delivery services in Ghana which is forecast to grow by 56.5 percent between 2024 and 2028.