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In South Africa, the e-commerce market generated an average revenue per user (ARPU) of approximately 258 U.S. dollars in 2022, the highest value among the selected African countries. The second and third highest ARPU were generated in Kenya and Egypt, respectively. However, by 2027, Morocco's e-commerce ARPU could grow considerably and rank second among the selected countries.

E-commerce average revenue per user (ARPU) in selected African countries in 2022 and 2027 (in U.S. dollars)

Characteristic	2022	2027
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Supplementary notes

Data provided by Statista Market Outlook are estimates
The eCommerce market encompasses the sale of physical goods via a digital channel to a private end user (B2C). Incorporated in this definition are purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets nor digital purchase or resale of used, defective or repaired goods (reCommerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

All figures are estimate. A detailed methodology can be found in the Statista Market Outlook.

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