E-commerce Customer Lifetime Value Statistics in Rwanda (2026)

Rwanda’s e-commerce sector is experiencing rapid growth, with an increasing number of active users reaching approximately 4.2 million in 2026. The average customer lifetime value is estimated at about USD 150, reflecting rising consumer confidence and digital payment adoption. Mobile commerce dominates, accounting for nearly 78% of transactions, driven by widespread smartphone use and improving network infrastructure.

Customer retention remains strong at 65%, indicating a loyal customer base and effective engagement strategies. As digital literacy and infrastructure continue to improve, Rwandan e-commerce businesses are projected to see sustained revenue growth. The increasing CLV suggests more personalized marketing and targeted services will become crucial for competitive advantage in the evolving digital landscape.