Ethiopia's e-commerce sector is rapidly expanding, with revenues reaching approximately $2.5 billion USD in 2026. Mobile commerce has become predominant, driven by widespread smartphone adoption and improved mobile network infrastructure. The majority of online shoppers, around 45%, prefer using their mobile devices for transactions, reflecting the country's digital shift.
The growing digital payment adoption rate of 60% indicates increased consumer trust and financial inclusion. With over 12 million users engaging in e-commerce, Ethiopia is experiencing a significant transformation in retail and digital services. This growth is supported by government initiatives and investments in digital infrastructure, positioning Ethiopia as a promising emerging e-commerce market in East Africa.