E-Commerce in Ghana

With 4.2% of the Population have purchased online for the past year and and 28.2% have purchased last week over e-commerce in Ghana.  

Ghana - Financial Maturity

4.2% of the consumer has purchased online

In Ghana, there are about 5.8% of population that actively use credit card and about 18.6% that use debit card.  While 4.2% of the general consumers in , There is only 35.5% of them uses online banking.

% Have an account with a financial institution

% Have a credit card

% Have a debit card

% Have a mobile money account

% Make or receive digital payments

% Make or purchase online

% Use online banking

% Use internet to pay bill

Ghana - E-Commerce Activity Overview

How are customers here in Ghana leverage E-Commerce on a weekly basis

% of people purchase a product or service online each week

% of people ordered groceries via an online store each week

% of people buy second hand item online each week

% of people use online price comparison service each week

% of people use a buy now pay later service each week

Ghana - E-Commerce in Consumer Goods

E-Commerce Consumer Goods Spend Distribution in Ghana

In , there are about 7.78 million number of people purchasing consumer goods via the internet.  The total market is worth 3.98 billion USD, with average annual revenue per customer about 511 USD.

Also, there are around 45.8% of those customers purchasing consumer goods on e-commerce store with their mobile phone

Electronics: 1,360,000,000 USD
Fashion: 1,220,000,000 USD
Furniture: 163,000,000 USD
Toys & Hobbies: 336,100,000 USD
Personal & Household Care: 489,100,000 USD
Food: 316,800,000 USD
Beverage: 64,550,000 USD
Physical Media: 28,200,000 USD

Ghana - E-Commerce in Travel

E-Commerce Travel Spend Distribution

Data is updated in March, 2022. Data is from 2021.

Flights: 44,430,000 USD
Car Rental: 12,130,000 USD
Train: 74,057,200 USD
Long Distance Bus: 657,000 USD
Hotel: 34,190,000 USD
Packaged Holiday: 19,600,000 USD
Vacation Rental: 29,180,000 USD
Cruise: 45,382,600 USD

Ghana - Food Delivery

Annual Spend on E-Commerce Digital Media Download & Subscription

Data is updated in March, 2022. Data is from 2021.

Total Spend: 115,900,000 USD
Video Games: 62,110,000 USD
Video on Demand: 38,140,000 USD
E-Publishing: 14,110,000 USD
Digital Music: 1,490,000 USD

Ghana - Food Delivery

The Online Food Delivery Market in Ghana

In , there are about 722.6 thousand people that actively order food via online platforms, with year on year growth of the number of people at 13%.  The total market value is 9.87 million USD with value per user at 13.66 USD.

YoY Change in The Number of People

YoY Change in The Value of Online Food Delivery Orders

Annual Food Delivery Order Per User

Ghana - Digital Payment

The Digital Payment Landscape in Ghana

In , there are about 7.78 million people that actively order food via online platforms, with year on year growth of the number of people at 17.4%.  The total transaction value is 2.93 billion USD with transaction per user at 377 USD.

YoY Change in The Number of People

YoY Change in The Value of Online Food Delivery Orders

Annual Food Delivery Order Per User