eCommerce market in Tanzania

Tanzania is the 94th largest market for eCommerce with a predicted revenue of US$402.0 million by 2024, placing it ahead of Guatemala. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 14.0%, resulting in a projected market volume of US$680.1 million by 2028. With an expected increase of 17.7% in 2024, the Tanzanian eCommerce market contributed to the worldwide growth rate of 10.1% in 2024. 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 24.5% of the Tanzanian eCommerce revenue. It is followed by Hobby & Leisure with 21.3%, Fashion with 19.5%, Furniture & Homeware with 11.6%, Care Products with 8.2%, Grocery with 7.5%, and DIY with the remaining 7.4%.

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 3.6% to 1.1% by 2028.