Ethiopia's e-commerce sector is rapidly growing, with a 2.8% conversion rate indicative of increasing consumer trust and improved online shopping experiences. Mobile commerce dominates, accounting for 65% of transactions, reflecting widespread smartphone adoption and expanding internet access across urban and rural areas. The total revenue of USD 1.2 billion underscores emerging consumer demand and expanding digital payment infrastructure, signaling a maturing e-commerce landscape.
The number of online shoppers reaching 4.5 million highlights significant market penetration, supported by improved logistics and digital literacy initiatives. An average order value of USD 55 suggests consumers are becoming more comfortable making larger purchases online. Continued investments in digital infrastructure and local payment solutions will likely further boost e-commerce growth and conversion rates in Ethiopia over the coming years.