The state of E-commerce in Cameroon

The rise of the internet, the strong mobile penetration and the development of mobile money solutions are gradually transforming the habits of African consumers and making e-commerce in Cameroon flourish.

A magazine dedicated to startups and digital innovations in Africa, recently published a study taking stock of e-commerce, a booming business sector in Cameroon.

The study was carried out over two months via the internet, making it possible to collect 347 opinions from online buyers in several cities across the country. Around key questions, this study sheds light on the profiles of Cameroonian e-consumers, online shopping trends but also the most efficient sales platforms in the territory. Key indicators highlighting the uses of e-commerce in Cameroon.

Sales generated in the e-commerce sector have continued to grow on the African continent and particularly in Cameroon. The dematerialization of exchanges between consumers and businesses on the Internet continues to develop. But what is it really? What are the major trends in this booming sector that marked this year?

What is the profile of the consumer in the cameroon e-commerce?

Far beyond women, Cameroonians are e-shoppers. Indeed, the study estimates that 70% of online shoppers are men, compared to 30% women. Gryotis magazine adds that one of the reasons that could justify this result is cultural. Traditionally, it is women who go to the market daily, a social and cultural moment that would explain why women feel less need to shop on the internet. Indeed, the study shows that 70.7% of online shoppers responding are men.

Douala and Yaoundé are the main cities concerned by e-commerce in Cameroon. The study shows that on average 90% of the turnover of online sales platforms in Cameroon are made in these two cities.

Purchasing behaviors

But what makes Cameroonians prefer the web to make a purchase? In response to this question, the study highlighted 4 factors:

• The first factor is a relation to time since 34.1% of respondents say they buy online when they cannot go to the store.
• The purchase of products online is also linked to social networks. They are a great source of sales and must be taken into account in the strategies developed by e-commerce players.
• Promotions are an important lever for e-commerce inCameroon
• Price is also a factor of choice. 14.6% of respondents say they make purchases on the internet because the product online is cheaper than in store.

Finally, according to the study, in 2019, the flagship products that generated the most online sales are phones, tablets and accessories, followed by electronic devices and household appliances. Indeed, 36.6% of the people questioned affirm to have bought online products such as telephony, tablets and accessories.

The most popular online sales platforms in Cameroon

The top trio of the most consulted sites is made up of Jumia on the first step, followed by the Durrell Market and Kerawa platform. The ranking is then marked by the presence of new entrants on the market such as Sellam Quick. Some international groups appear on the charts such as the Chinese giant Alibaba, Amazon and Cdiscount.

To read: Start a Dropshipping business in Cameroon and Africa

Preferred online payment method in Cameroon

Despite the development of mobile money solutions, the preferred method of payment remains payment on delivery.

African e-commerce must take into account a large number of specificities specific to the local market, a market still in gestation which requires adaptation to African realities.

The sector must still suffer from a lack of infrastructure and logistics. Many respondents say they favor cash on delivery because of defective products delivered, not in conformity with the order or because of exchange and refund policies not yet developed.

However, despite the logistical problems that hinder the development of African e-commerce, around 70% of online buyers in Cameroon consider that delivery times are “already acceptable, or better and better respected”. A very encouraging response for the development of the sector.

Read More: What are the online payment methods and solutions in Cameroon and Africa including mobile money?

Social networks, a source of traffic for e-commerce players in Cameroon

The study carried out by LocalHost Digital has also made it possible to highlight the social networks most requested by Cameroonians because they constitute an important sales lever for e-commerce players.

Unsurprisingly, Whatsapp and Facebook come out on top. Indeed, many Africans today choose Whatsapp rather than a traditional messaging system for their exchanges in their private or even professional life because it is an application adapted to the realities of the continent. For local businesses, instant messaging is also a source of considerable traffic, notably thanks to the WhatsApp For Business version dedicated to small and medium-sized businesses and used for marketing and commercial purposes.

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