Numerous analyses and reports agree that e-commerce could become a real growth driver for the African continent. However, obstacles remain.
Online commerce in Africa is currently subject to constraints that prevent its development and the exploitation of its potential. These include a lack of infrastructure and the development of the internet, which, despite spectacular growth, is not yet accessible to all populations. The vast majority of African consumers are still unable to make online purchases or electronic payments.
The instant messaging app WhatsApp continues to improve its platform by developing its e-commerce section to enhance the user experience. Users can now make purchases from small retailers via the platform. The new features allow users to search for a business directly, browse a catalog of products and services, and make secure payments. This new experience was first offered in Brazil, but the teams hope to eventually expand the platform to other countries.
Thanks to this experience, WhatsApp can become a real lever for African companies that do not have the means to launch into e-commerce via a dedicated website.
It remains to be seen whether WhatsApp will be able to integrate a payment solution adapted to the realities of the continent. The app currently allows users to make purchases by credit card without having to redirect them to another app, but Africa remains a continent with very limited access to banking services, where mobile payments have become widely available.
Read also – E-commerce in French-speaking Africa