Madagascar's e-commerce sector has seen significant growth, with the average order value reaching approximately USD 45 in 2026. This growth reflects increased consumer confidence and improved payment infrastructure, especially via mobile devices which account for 65% of transactions. The total revenue is projected to hit USD 320 million, driven by a rising number of online shoppers and expanding digital payment options.
The rapid adoption of mobile commerce and digital payments highlights Madagascar's digital maturity progression. As more consumers embrace online shopping, businesses are investing in better logistics and digital infrastructure. This evolution is likely to boost local economic activities, create new employment opportunities, and foster greater integration into the global e-commerce ecosystem, positioning Madagascar for continued digital growth.