Top 21 E-Commerce Startups Improving Shopping Experiences in Africa 2025

In Summary

• Africa's e-commerce market was valued at approximately $277 billion in 2023, and its projected CAGR is 14.4% through 2032.
• The largest players in Africa’s e-commerce sector are Jumia (Nigeria) and Takealot (South Africa).
• By the end of 2025, the number of e-commerce users in Africa is projected to hit 500 million.
• E-commerce startups in Africa have received a cumulative funding of over $3.9 billion from seed investors.

Deep Dive!!

The rise of e-commerce in Africa is a testament to technological advancements on the continent. Despite the numerous challenges, the industry has continued to grow in leaps and bounds. According to recent data by Statista, Africa's e-commerce market was valued at approximately $277 billion in 2023, with a projected CAGR of 14.4% through 2032. The growth is driven by increasing mobile internet usage and adoption of digital payment methods across the continent; with over 500 million e-commerce users expected by the end of 2025.

The major commodity industries leading the revolution are electronics, clothing, food, and cosmetics. The high mobile internet usage in Africa, which exceeds the global average by 13% is a defining driver for the success of e-commerce in the continent. Smartphone penetration, affordable data packages, a young tech-savvy population, and localized payment solutions have also contributed to the growth. Currently, there are over 1.3 billion mobile users in Africa and the adoption of digital payment methods across the continent is on the rise.

Another trend shaping the African e-commerce space is the rise of social commerce. Platforms like Instagram and Facebook are playing a pivotal role in enabling businesses to engage consumers through influencer marketing and direct shopping. The line between online and offline retail continues to blur, as e-commerce brands now establish physical presences to enhance customer experiences.

E-commerce is significantly impacting Africa by providing greater market access for businesses, boosting intra-African trade, creating new economic opportunities for entrepreneurs, especially in remote areas, and facilitating consumer access to a wider range of products, all while driving economic growth across the continent, despite challenges like limited internet connectivity and payment infrastructure in certain regions.

In this article, we highlight the top 21 startups that have the largest share in the $277 billion market. Check them out!

Here are the Top 21 E-Commerce Startups Improving Shopping Experiences in Africa 2025

1. Jumia – Nigeria: Jumia Group is an e-commerce ecosystem that provides innovative, convenient, and affordable online goods and services to consumers. It was founded by Sacha Poignonnec and Jeremy Hodara in 2012. The unicorn company is referred to as the Amazon of Africa and has raised over $805,345,200 to date including a notable IPO on the New York Stock Exchange in 2019.

2. Takealot – South Africa: Takealot is South Africa's largest online retailer, offering a vast selection of products and efficient delivery services. It has significantly influenced the e-commerce sector in the region. Founded by Kim Reid in 2011, Takealot has received substantial investment amounting to around $ 211,962,955, including a major stake acquired by Naspers in 2018.

3. Konga – Nigeria: Konga is a prominent e-commerce platform in Nigeria, providing a wide array of products and services. It has played a crucial role in promoting online shopping in Nigeria. It was founded in 2012 by Sim Shagaya. Konga has secured significant Series C funding amounting to $ 79,500,000, including investments from Naspers and Kinnevik.

4. Twiga Foods – Kenya: Twiga Foods connects farmers and vendors through a B2B e-commerce platform, streamlining the agricultural supply chain and reducing food prices. It was founded in 2014 by Grant Brooke and Peter Njonjo. The business-to-business marketplace platform has received $ 145,650,000 in Series C funding.

5. Copia Global – Kenya: Copia Global provides a consumer catalogue order and delivery system intended to serve consumers in the developing world. Tracey Turner and Jonathan Lewis founded Copia Global in 2013, and they have received Series C funding amounting to over $ 103,000,000.

6. MaxAB – Egypt: MaxAB is a B2B e-commerce marketplace that connects food and grocery retailers to suppliers in Egypt’s most under-served geographies. The startup was founded by Halim and Belal El-Megharbel in 2018. To date, they have raised a total of $ 101,200,000 in Series B funding.

7. Tekkie Town – South Africa: Tekkie Town owns and operates a chain of sport and lifestyle shoe stores available online in South Africa. Founded by Braam van Huyssteen in 2001, they have raised $ 65,000,000 in funding.

8. Sabi – Nigeria: Sabi is a merchant aggregation platform that digitizes key processes towards accelerating offline trade in frontier markets. Founded in 2020 by Anu Adedoyin Adasolum and Ademola Adesina, the startup has received $ 64,000,000 in Series B funding.

9. Opontia – Egypt: Opontia is the next-generation consumer holding group in the Middle East & Africa. Manfred Meyer and Philip Johnston founded Opontia in 2021, they serve to enable online sellers with e-commerce solutions across many countries. They received Series A funding worth $ 62,000,000.

10. Brimore – Egypt: Brimore is a parallel distribution platform allowing local suppliers to have nationwide coverage through a network of distributors powered by e-commerce. The startup was founded by Mohamed Abdulaziz and Ahmed Sheikha in 2017 and has raised $ 40,356,000
In Series A funding.

11. Homzmart – Egypt: Homzmart is an online home furniture/Goods shopping platform in Egypt. It was founded by Mahmoud Ibrahim in 2018 and has been offering e-commerce solutions to millions of customers across Egypt. They have received $ 39,300,000 in funding.

12. Carbin Africa – Nigeria: The e-commerce startup was founded by Femi Oriowo and Fawaz Abdul in 2023. Carbin Africa is a digital marketplace revolutionizing the used car industry in Nigeria. By offering an AI-powered platform, it provides real-time access to approximately 1,800 unique car listings across various dealerships, streamlining the buying and selling process for both dealers and consumers. To date, they have received over $ 300,000 in funding.

13. Sukhiba – Kenya: Founded in 2020 by Ananth Gudipati and Abhinav Solipuram, Sukhiba is transforming Kenya's e-commerce sector through its B2B conversational commerce platform. By enabling customers to order products directly via WhatsApp, it emphasizes convenience and personalized shopping experiences, thereby building trust and enhancing user engagement.
Funding: Specific funding details are not publicly disclosed. The startup has raised $1.55 million in funding through a seed extension round.

14. MallforAfrica – Nigeria: MallforAfrica provides a platform that enables Africans to purchase products directly from international online retailers, bridging the gap between global sellers and African consumers. It was founded by Chris Folayan in 2011.  MallforAfrica has raised a total of over $30 million in funding across multiple rounds, with the most recent round being a Series B funding in 2016.

15. Yodawy – Egypt: Yodawy is a health-tech startup offering an online platform for ordering medications and personal care products, delivering them directly to customers' doorsteps, thus enhancing accessibility to healthcare products. It was founded by Karim Khashaba in 2018. The startup has raised a total of $34.5 million in funding, with the most recent round securing $10 million from Ezdehar, a private equity firm focused on small and medium-sized businesses.

16. Kilimall – Kenya: Kilimall is an online shopping mall offering a wide range of products, from electronics to fashion, providing consumers with diverse choices and competitive prices. It was founded in 2014 by Yang Tao, and they have raised $10 million in funding.

17. Pargo – South Africa: Pargo addresses last-mile delivery challenges by providing over 4,000 pick-up points across South Africa. The company plans to expand into other African markets, enhancing accessibility for online shoppers. It was founded by Lars Veul and Derk Hoekert in 2015. The startup has raised $4 million in funding to fuel its expansion into Egypt. 

18. GoBeba – Kenya: GoBeba provides a digital retail platform for purchasing household essentials, utilizing a network of micro-warehouses for efficient distribution. This model ensures timely deliveries and convenience for customers. It was founded by Peter Ndiang’ui and Lesley Mbogo in 2019 and according to its 2025 Pitchbook, they have raised $803,000 in funding.

19. Cartona – Egypt: Cartona is a B2B e-commerce platform transforming the FMCG supply chain by connecting retailers with suppliers, offering competitive pricing and efficient logistics. In 2024, it expanded into new African markets, supporting over 20,000 businesses. It was founded by Mahmoud Talaat in 2020 and has raised a total of $12 million in a Series A extension round, which includes both equity and debt funding.

20. Omniretail – Nigeria: Omniretail focuses on transforming Africa’s fragmented retail supply chain by providing a seamless B2B e-commerce platform. It secured Series A funding in 2024 to fuel its expansion into other African markets. It was founded by Adebayo Oke in 2021 and has raised $15 million in Series A funding.

21. Kyosk Digital – Kenya: Kyosk Digital revolutionizes how informal retailers access fast-moving consumer goods (FMCGs) by connecting them directly with suppliers through a digital platform, enhancing supply chain efficiency. It was founded by Raphael Afaedor in 2019 and has raised $30 million in Series B funding in 2023.