Tanzania's e-commerce sector in 2026 shows steady growth with a market value of USD 1.1 billion. The average conversion rate of 2.8% indicates increasing consumer trust and improved online shopping experiences. Mobile commerce dominates, accounting for 65% of transactions, reflecting widespread mobile device usage. With over 5.2 million online shoppers, the sector is becoming vital for retail and services, driven by expanding internet access and digital infrastructure.
Despite significant progress, the penetration rate remains at 41%, suggesting room for expansion in digital literacy and infrastructure. E-commerce is expected to further grow as more Tanzanians gain reliable internet access and adopt smartphones, making online shopping more accessible. Businesses should focus on mobile-optimized platforms and targeted marketing to capitalize on this expanding digital consumer base.