Women and e-commerce in Africa

This is the first large-scale use of platform data in the region to inform the extent of women’s participation on e-commerce and how online platforms can benefit women business owners. Developed in partnership with the European Commission, with funding from the Umbrella Fund for Gender Equality and data from one of Africa’s largest platforms, Jumia, the report shows that closing earnings gaps between men and women on e-commerce platforms could add nearly $15 billion to the value of the African e-commerce market. Achieving such gains will require proactive efforts by e-commerce platforms, investors and policymakers, to not only increase the number of women selling online, but also support their growth, including entry into higher-value segments on e-commerce platforms.