Grocery market in Ethiopia

The Ethiopian Grocery eCommerce market is predicted to reach US$14.7 million by 2023 and accounts for 6.4% of the total eCommerce market in Ethiopia. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 11.3%, resulting in a projected market volume of US$22.6 million by 2027. Within the Grocery market ECDB considers the following two sub-markets: Food and Beverages.

Market development

eCommerce revenue development in the Food market in Ethiopia

The Ethiopian Food eCommerce market is predicted to reach US$8.5 million by 2023 and accounts for 58.1% of the Grocery eCommerce market in Ethiopia. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 8.6%, resulting in a projected market volume of US$11.9 million by 2027. The Food eCommerce market is a sub-market of the Grocery market. Further categories within the Grocery market are: Beverages.

eCommerce revenue development in the Food market in Ethiopia

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Food market in Ethiopia

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 52.7 56.6 76.6 90.4 68.5 79.3 91.4 38.7
AOV (in US$) 69.1 50.3 4.7 41.7 4.9 13.1 12.7 31.0
CVR (in %) 52.7 56.6 76.6 90.4 68.5 79.3 91.4 38.7
AOV: Average Order Value CVR: Conversion Rate

Online share

eCommerce online share of the total Food market in Ethiopia

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Ethiopian Food retail market, the online share is 0.6% and will decrease by an average of 2.6% to 0.6% by 2027.

eCommerce online share of the total Food market in Ethiopia

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 18.2% 57.0% 89.7% 16.1% 28.2% 63.4% 10.5% 67.4%

Market definition

Definition of the Food market within the Grocery market

Market definition: Grocery > Food The category Food includes the online trade of fresh food (e.g. fruits, vegetables, dairy products), frozen food (e.g. ice creams, frozen pizzas), food cupboard (e.g. noodles, cereals, sweets), and more. Online stores dedicated to the sale of ready-to-eat meal delivery, restaurant pick-up or pet food are not considered. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Fresh food (e.g. fruits, vegetables, dairy products)
  • Frozen food (e.g. ice creams, frozen pizzas)
  • Food cupboard (e.g. noodles, cereals, sweets)
  • Bakery (e.g. bread, cakes, pastries)
  • Meal kits

Out-of-scope

  • Ready-to-eat meal delivery
  • Restaurant pick-up
  • Pet food

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