Report: Africa’s e-commerce could add $15bn if gender gaps close between 2025-2030

A recent report by the International Finance Corporation, in partnership with the European Commission and data from e-commerce platform Jumia, highlights the significant potential for Africa's e-commerce sector to add nearly $15 billion to its total value by 2030 if gender gaps are closed by 2025. Juliet Anammah, the Chairwoman for Jumia Nigeria and Head of Institutional Affairs at the Jumia Group, discussed the key findings of the report in an interview with CNBC Africa. The report, a collaboration between Jumia, the IFC, and the European Commission, focused on the participation of men and women sellers in e-commerce on the platform. Anammah emphasized the importance of e-commerce in driving development and highlighted key factors that could increase women's participation in the sector. One critical aspect is the access to working capital loans, with women traditionally being more risk-averse than men. Closing these gaps can create numerous opportunities for women entrepreneurs. Additionally, Jumia provides training for sellers through 'Jumia University,' but men tend to take more advantage of these opportunities compared to women. Anammah stressed the importance of women participating in high-value categories, such as electronics, which are not only profitable but also offer significant opportunities for business growth. Advertising and promotion are also key areas where women sellers can leverage platforms like Jumia to promote their products. The COVID-19 pandemic played a dual role in shaping the e-commerce landscape for women. On one hand, it heightened awareness of the relevance of e-commerce for both consumers and sellers. Anammah noted that women consumers who started using e-commerce during the pandemic continued to do so post-pandemic. However, there was a slight drop in women's sales during the pandemic, presenting a significant opportunity for growth. Anammah highlighted that the ease of entry into high-value categories, such as electronics, on e-commerce platforms like Jumia presents a unique opportunity for women entrepreneurs. Unlike the physical retail environment, where setting up a store could take months to a year, creating an online store can be done within minutes. This quick entry into lucrative categories allows women to rapidly scale their businesses and capitalize on growing market segments. Overall, the report underscores the transformative potential of closing gender gaps in Africa's e-commerce sector. By empowering women entrepreneurs, not only can individual lives be improved, but the economies of African countries can also experience substantial growth. Anammah's insights shed light on the actionable steps that can be taken to support women in e-commerce and unlock the sector's full potential.