eCommerce market in Ghana
Ghana is the 97th largest market for eCommerce with a predicted revenue of US$781.2 million by 2023, placing it ahead of Iceland. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 15.0%, resulting in a projected market volume of US$1,367.9 million by 2027. With an expected increase of 18.5% in 2023, the Ghanaian eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Ghana, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the Ghanaian eCommerce market. Food & Personal Care is the largest market and accounts for 32.2% of the Ghanaian eCommerce revenue. It is followed by Fashion with 22.9%, Furniture & Appliances with 15.9%, Electronics & Media with 15.6%, and Toys, Hobby & DIY with the remaining 13.4%.
Market development
eCommerce revenue development in Ghana
Ghana is the 97th largest market for eCommerce with a predicted revenue of US$781.2 million by 2023, placing it ahead of Iceland. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 15.0%, resulting in a projected market volume of US$1,367.9 million by 2027. With an expected increase of 18.5% in 2023, the Ghanaian eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Ghana, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the Ghanaian eCommerce market. Food & Personal Care is the largest market and accounts for 32.2% of the Ghanaian eCommerce revenue. It is followed by Fashion with 22.9%, Furniture & Appliances with 15.9%, Electronics & Media with 15.6%, and Toys, Hobby & DIY with the remaining 13.4%.
eCommerce revenue development in Ghana
Note: Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war
Source: Statista Market Insights, ecommerceDB
| 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Growth (in %) | 69.5 | 40.3 | 50.8 | 46.8 | 44.6 | 13.1 | 41.7 | 85.5 |
| AOV (in US$) | 94.7 | 38.6 | 25.4 | 51.7 | 85.3 | 46.9 | 51.5 | 66.1 |
| CVR (in %) | 69.5 | 40.3 | 50.8 | 46.8 | 44.6 | 13.1 | 41.7 | 85.5 |
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