This document provides an overview of e-commerce trends in Africa and strategies for brands. It discusses how factors like population growth, internet connectivity, and payments are shaping e-commerce on the continent. It also summarizes initiatives by companies to boost online sales during the pandemic. Additionally, it outlines workshops that can help brands launch direct-to-consumer strategies and assess their e-commerce capabilities. The workshops provide tools to build relationships with customers and guide brands in areas like content, journeys, and enabling direct sales.

1. e-commerce like never before

2. This is where we used
to look for sales and
share growth.

3. Machine Learning + AI Voice
Augmented Reality
Amazon / Alibaba / Artisans Shopping Everywhere
Evolved Fulfillment
Content is Commerce
Brick & Mortar
Social Shopping
Product
Innovations

4. Relevance
Convenience
Trust
Value
The same needs continue to drive commerce
behavior

5. Multi-Marketplace
Expertise
Global Presence
Cross Channel
Capabilities
With a partner experienced everywhere you are

6. Using E-commerce during the
pandemic, we managed to
drive product sales online,
Captain Morgan saw a 41%
uplift in sales at points of sale
through social ads, and 27%
of those who redeemed the
code expressed positive
sentiment in Kenya.
+41%
27%

7. Launching Glovo into the
market, we managed to
drive customer acquisition
growth online by 46% with
clear understanding of
media channel mix and its
effectiveness thereof.
+46%

8. CLIENTS WE ARE WORKING WITH TO DELIVER
E-COMMERCE SUCCESS IN SSA

9. To navigate a storm, you need a compass.
That's why we developed a clear, actionable
thought leadership piece on e-commerce that
helps brands embrace the potential of
disruption in the digital economy.

10. Setting the stage for
Africa’s $180-billion
Internet Economy Future
Urban population
expected to grow by 190
million people, leading to
45% of Africans living in
a city by 2025.
Africaisexperiencingrapid
populationgrowthandurbanization.
87% population
growth in Africa
between 2020 and
2050
Consumers in large
urban areas spend 79%
more than the national
average on goods and
services.
79%
45%
Annual growth in internet
population
28%

11. 10.2%
11.9%
13.7%
15.5%
17.5%
2017 2018 2019 2020 2021
US
Brazil
C anada
China
UK
Germany
Japan
S Korea
France
Russia
GROWTH HAS SHIFTED TO DIGITAL
SHARE OF TOTAL GLOBAL RETAIL PROJECTED FOR 2017-2021
GLOBAL APPROACH REQUIRED
COVID-19 FORCES NEW BEHAVIOR
% OF ADULTS SPENDING MORE TIME ON THEIR SMARTPHONE SINCE OUTBREAK
Global population over 14 Mobile phones Smartphones
86% 86%
77%
72% 72%
69%
64% 64%
47%
41% 40%
38%
33%
30%
70%
Africa
$143M
A FRICA
The Scramble in Africa to Own the Third Shelf is on

12. Factors
Contributing
to the Shaping of
the
e-commerce
Landscape in Africa

13. 1.Growing labor force with rising youth share
2.Rising Internet connectivity
3.Increasing access to digital payments
4.Growth power of super platforms
5.Continued urbanization

14. “Siloed teams within organizations – especially between sales and marketing
functions – precipitate a lack of data sharing, battling information and data
intelligence. The best organizations have coalesced these disparate functions
into ‘commerce marketing’ structures, where all teams leverage the same
cross-retailer data intelligence, aligning sales and marketing, agencies and
technology stacks.”
– Nich W,General Manager of e-commerce at Kenshoo

15. 73% of shoppers are
shopping close to
home and avoiding
big retailers and
malls
Made their first
online purchase
from a pharmacy.
53%
The Changing Face
of E-commerce in
South Africa
Consumers in South
Africa bought
groceries online for
the first time
because of the
coronavirus
outbreak.
64%

16. Growth rate in
internet
subscriptions
24%
The Changing Face
of E-commerce in
Nigeria
In instant money
transfers in 2021,
100% growth from
2019
₦15T
Record number of
mobile subscriptions
in Nigeria in 2022
200M

17. E-Commerce Direct To Consumer
Jumpstart Brand Workshop
Series

18. DTC Jumpstart
In a world where brands are jumping direct to
consumers, where startups are disrupting the
market, and branding is diluted due to the media
channel growth and generational cohort shifts,
brands are now fighting to be front of mind.
The solution is a direct relationship with
consumers. Curating an experience for the
customer - from inspiration to purchase - is the
future, and brands need to take part.
With Dentsu Commerce, brands gain the ability to
attribute media impressions to conversion,
provide one-to-one personalization solutions and
create loyalty programs that feed consumer
evangelism - and win.

19. Online Self-assessment
To begin our audit, we have
the client fill out a simple
online assessment.
Tailored Workshops
Next we hold workshops to
better understand critical
details of your business.
Tailored Playbook
We then compile our findings
into a playbook to roadmap
for the next time period.
Our E-commerce Workshop Flow

20. N A V I G A T I N G T H R O U G H C O M P L E X I T Y W I T H
A S I M P L E A N D E F F E C T I V E F R A M E W O R K
Availability
Meeting consumers
where they really are
Repeatability
Building a relationship
beyond the first sale
Findability
Ensuring relevant
visibility when it matters
Buyability
Differentiating products
from the competition

23. E-commerce Jumpstart workshop output
CLV MODELING
CONTENT ASSESSMENT
JOURNEY ORCHESTRATION INVESTMENT OVERVIEW
DTC REVENUE MODELS
COMMERCE READINESS
ORG DESIGN
ROLE DEFINITION
FUTURE STATE BLUEPRINT
SINGLE VIEWS
ONBOARDING & ENABLEMENT INITIATIVE PRIORITIZATION
DTC Capabilities
Assessment
Strategic
Roadmap People & Process
Technology
Considerations
Current-state-
capabilities
assessment in three
core areas
A multi-channel
activation,
commerce, and
media strategy
Best practices for DTC
staffing models, talent
development, and job
descriptions
Proposed future state,
inclusive of customer
360, commerce,
marketing and loyalty

24. Do you want to assess your commerce
readiness or facilitate a commerce
workshop with our team across the
continent?
Please reach out to
cheryl.steyn@dentsu.com who will
assist you with this or any other queries.