Xin Ou
Research expert covering Greater China
E-commerce in Ghana - statistics & facts
Online purchases in Ghana have experienced continuous growth over the last few years. This development has been facilitated by several factors, such as the nationwide provision and accessibility of internet and payment services. As of 2024, the penetration rate of the e-commerce market in Ghana was estimated at around 15.2 percent. Although this share decreased from about 17.9 percent in 2019, it is expected to reach nearly 22 percent by 2029. Likewise, the number of internet users has gradually expanded. Moreover, as of 2024, an estimated 12 million consumers made digital payments in Ghana, thereby contributing to the monetary value of digital transactions registered that year. Consequently, e-commerce market revenue has significantly risen in the country. From 2023 to 2024, revenue registered an estimated 15 percent increase. Specifically, e-commerce revenue was highest in the fashion and electronics segments.
