eCommerce market in Tanzania

Tanzania is one of the smaller markets for eCommerce with a predicted revenue of US$257.9 million by 2023. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 6.1%, resulting in a projected market volume of US$326.9 million by 2027. With an expected increase of 2.8% in 2023, the Tanzanian eCommerce market contributed to the worldwide growth rate of 8.7% in 2023. Like in Tanzania, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Tanzanian eCommerce market. Electronics is the largest market and accounts for 25.8% of the Tanzanian eCommerce revenue. It is followed by Hobby & Leisure with 22.4%, Fashion with 19.1%, Furniture & Homeware with 11.1%, Care Products with 8.0%, DIY with 7.3%, and Grocery with the remaining 6.4%.

Market development

eCommerce revenue development in Tanzania

Tanzania is one of the smaller markets for eCommerce with a predicted revenue of US$257.9 million by 2023. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 6.1%, resulting in a projected market volume of US$326.9 million by 2027. With an expected increase of 2.8% in 2023, the Tanzanian eCommerce market contributed to the worldwide growth rate of 8.7% in 2023. Like in Tanzania, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Tanzanian eCommerce market. Electronics is the largest market and accounts for 25.8% of the Tanzanian eCommerce revenue. It is followed by Hobby & Leisure with 22.4%, Fashion with 19.1%, Furniture & Homeware with 11.1%, Care Products with 8.0%, DIY with 7.3%, and Grocery with the remaining 6.4%.

eCommerce revenue development in Tanzania

in million US$

eCommerce revenue growth in Tanzania

in %

Net eCommerce revenue split by sub-category

in %
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 %) 75.2 62.1 65.7 39.1 70.2 43.5 26.2 43.2

Online share

eCommerce online share in Tanzania

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 Tanzanian retail market, the online share is 0.9% and will increase by an average of 5.4% to 1.1% by 2027.

eCommerce online share in Tanzania

in %
2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 66.6% 35.0% 48.7% 14.1% 52.5% 97.2% 41.8% 90.7%