eCommerce market in Ghana

Ghana is the 72nd largest market for eCommerce with a predicted revenue of US$776.6 million by 2024, placing it ahead of Latvia. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 10.9%, resulting in a projected market volume of US$1,174.8 million by 2028. With an expected increase of 14.1% in 2024, the Ghanaian eCommerce market contributed to the worldwide growth rate of 10.1% in 2024. Like in Ghana, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Ghanaian eCommerce market. Electronics is the largest market and accounts for 23.4% of the Ghanaian eCommerce revenue. It is followed by Hobby & Leisure with 23.2%, Fashion with 19.7%, Furniture & Homeware with 11.4%, Care Products with 8.6%, DIY with 8.2%, and Grocery with the remaining 5.6%.

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Ghanaian retail market, the online share is 1.6% and will increase by an average of 7.5% to 2.1% by 2028.