Ethiopia’s e-commerce sector has experienced significant growth, with the average order value reaching ETB 4,200 in 2026. This reflects increased consumer confidence and improved digital payment infrastructure. The surge in mobile commerce, which accounts for 65% of transactions, highlights the importance of mobile-friendly platforms. Despite logistical challenges, delivery times have improved to an average of 2.5 days, boosting customer satisfaction.
The total revenue generated from e-commerce activities has hit ETB 40 billion, driven by a rising middle class and expanding internet penetration. With nearly 9.5 million users engaging online, businesses are investing more in digital marketing and logistics. Continued infrastructure improvements and payment solutions are expected to sustain this upward trajectory, making Ethiopia a promising emerging e-commerce market in Africa.