The Growth of Ecommerce in Ghana

With a fast growing middle class there has never been a bigger demand for a relaxed and convenient method of shopping in Ghana.

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The e-commerce boom in Ghana is one that has drawn a lot of attention. With a fast growing middle class there has never been a bigger demand for a relaxed and convenient method of shopping. Many brick and mortar shops are now creating online stores to cater to their busy clients who prefer to shop online. Online marketplaces have also become a tremendous hit in Ghana, with giants like Tonaton and Jumia, where buyers can purchase anything from a toothbrush to a lawn mower.

The introduction of more convenient payment systems using mobile phones is another reason attributed to the growth of e-commerce in Ghana. The mobile money platforms allow buyers to pay for their orders with their cell phones. This has made transacting business much easier. Internet prices are also slowly reducing with the introduction of 4g internet speed. More people are now able to spend more time online to buy their products.

The concept of e-commerce is fairly new in Ghana, so the market is fresh, making it very easy to enter. With a decent product offering, professional presentation of the products, a smooth and reliable logistics system, one can easily dominate a particular niche and see a good deal of success. The only thing you may need to worry about is your inventory.

The top e-commerce marketplaces in Ghana are Tonaton, Jumia, Tisu and Zooba Shop. These sites sell products from many individual sellers in a similar manner to Amazon and Ebay. Selling on these sites is on of the easiest ways to enter the e-commerce market in Ghana. The payment methods for buyers are diverse, thereby making payment easier. Currently no fees are charged to register to be a seller. All the sites do is charge a commission on each sale. A number of these sites offer delivery services themselves while others rely on the seller to fulfil the delivery when an order comes in.

As in other parts of the world, smaller independent businesses face the initial challenge of gaining and building consumer confidence and trust in their service. Nevertheless once a business establishes itself, good money can be made. The country has one company called Storefoundry that provides shops similar to Shopify. With multiple payment options, support and a user friendly interface, sellers are able to put up their shops quickly and start making sales.

E-commerce in Ghana is not all rosy unfortunately. Ghana as a developing country faces many challenges that affect e-commerce. The poor address system in some parts of the country makes delivery a bit of a challenge. The illiteracy rate is also fairly high hence a certain demographic are not able to shop online.

With all of these factors new e-commerce businesses are springing up everyday so the existing market is definitely under-tapped. With the rapidly growing middle and high class in Ghana the growth of e-commerce is going to be exponential.