Grocery market in Madagascar

The Madagascan Grocery eCommerce market is predicted to reach US$9.1 million by 2024 and accounts for 6.9% of the total eCommerce market in Madagascar. 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 34.0%, resulting in a projected market volume of US$29.5 million by 2028. Within the Grocery market ECDB considers the following two sub-markets: Food and Beverages.

Market development

eCommerce revenue development in the Grocery market in Madagascar

The Madagascan Grocery eCommerce market is predicted to reach US$9.1 million by 2024 and accounts for 6.9% of the total eCommerce market in Madagascar. 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 34.0%, resulting in a projected market volume of US$29.5 million by 2028. Within the Grocery market ECDB considers the following two sub-markets: Food and Beverages.

eCommerce revenue development in the Grocery market in Madagascar

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 Grocery market in Madagascar

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 %)72.265.239.597.895.416.784.720.8

Online share

eCommerce online share of the total Grocery market in Madagascar

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 Madagascan Grocery retail market, the online share is 0.3% and will increase by an average of 11.9% to 0.4% by 2028.

eCommerce online share of the total Grocery market in Madagascar

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)68.5%20.1%42.8%76.2%59.7%34.2%73.6%26.0%

Market definition

Definition of the Grocery market

Market definition: Grocery The category Grocery contains the online trade of food (e.g. fruits, vegetables, dairy products, ice creams, cereals, sweets) and beverages (e.g. juices, water, coffee, wine, liquor, beer). The following products and services are not part of this category: ready-to-eat meal delivery, restaurant or bar pick-up or food supplements. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Food (e.g. fruits, vegetables, dairy products, ice creams, cereals, sweets)
  • Beverages (e.g. juices, water, coffee, wines, liquors, beers)

Out-of-scope

  • Ready-to-eat meal delivery
  • Restaurant or bar pick-up
  • Food supplements
  • Pet food

Market comparison

The Madagascan Grocery market in a global comparison

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

in %

Source: ECDB analysis

Select sub-category

  • Grocery
    • Beverages *
      • Alcoholic Beverages *
        • Beers *
        • Wine & Liquors *
          • Liquors *
          • Wine *
        • Other Alcoholic Beverages *
      • Non-Alcoholic Beverages *
        • Hot Drinks *
          • Coffee *
          • Teas & Other Hot Drinks *
        • Juices *
        • Water *
        • Other Non-Alcoholic Beverages *
    • Food
      • Baked Goods *
      • Food Cupboard *
        • Baking Supplies *
        • Cereals *
        • Noodles *
        • Nuts & Dried Fruits *
        • Sweets & Chocolate *
        • Other Food Cupboard *
      • Fresh Food
        • Chilled Food *
        • Dairy Goods *
        • Fruits & Vegetables *
        • Meat & Fish *
        • Other Fresh Food *
      • Frozen Food *
        • Frozen Pizzas *
        • Frozen Ready Meals *
        • Frozen Vegetables *
        • Ice Creams *
        • Other Frozen Food *
      • Meal Kits *

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