Electronics market in Ghana

The Ghanaian Electronics eCommerce market is predicted to reach US$181.7 million by 2024 and accounts for 23.4% of the total eCommerce market in Ghana. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 6.3%, resulting in a projected market volume of US$232.1 million by 2028. Within the Electronics market ECDB considers the following two sub-markets: Consumer Electronics and Electrical Appliances.

Market development

eCommerce revenue development in the TV & Video market in Ghana

The Ghanaian TV & Video eCommerce market is predicted to reach US$16.3 million by 2024 and accounts for 13.1% of the Consumer Electronics eCommerce market in Ghana. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 2.9%, resulting in a projected market volume of US$18.2 million by 2028. The TV & Video eCommerce market is a sub-market of the Consumer Electronics market. Further categories within the Consumer Electronics market are: Audio, Cameras, Computing, Fitness Trackers, Game Consoles, Other Consumer Electronics, Printers & Scanners, and Telecommunications.

eCommerce revenue development in the TV & Video market in Ghana

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 TV & Video market in Ghana

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

201720182019202020212022202320242025202620272028
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)9.162.314.789.37.580.938.987.2
as of Consumer Electronics (in %)4.14.53.83.12.82.52.32.01.71.51.41.2

Online share

eCommerce online share of the total TV & Video market in Ghana

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 Ghanaian TV & Video retail market, the online share is 2.8% and will increase by an average of 7.4% to 3.7% by 2028.

eCommerce online share of the total TV & Video market in Ghana

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)99.1%32.0%71.6%87.0%75.4%86.8%94.7%56.8%

Market definition

Definition of the TV & Video market within the Electronics market

Market definition: Electronics > Consumer Electronics > TV & Video The category TV & Video includes the online trade of TVs, digital/ streaming media players and blu-ray and dvd players and recorders. This category does not cover projectors and screens, streaming services or subscriptions or tv mounting and installation services. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • TVs
  • Digital/ streaming media players
  • Blu-ray and DVD players and recorders

Out-of-scope

  • Projectors and screens
  • Streaming services or subscriptions
  • TV mounting and installation services

Market comparison

The Ghanaian TV & Video market in a global comparison

Market comparison by growth, online share, and revenue in 2023

in %

Source: ECDB analysis

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