Online spending in Africa exposes huge gap e-commerce companies still have to do.
In the early 2010s, African tech ecosystems were defined by the promise of e-commerce with a simple mission: getting hundreds of millions of young Africans to make online purchases. A decade on, the mission still remains a work in progress with question marks lingering around logistics and last mile delivery problems—and that’s reflected in the level of spending among African shoppers. Across the continent, recently released data shows South African shoppers spent an average of $109 on…