Millions of African consumers are increasingly buying products from global retailers such as Amazon and Walmart despite the companies having little or no direct retail presence across much of the continent. According to Reuters, a growing ecosystem of package-forwarding and cross-border logistics companies is enabling shoppers to order goods from the United States, Europe, and China by providing overseas warehouse addresses, consolidating purchases, and delivering them directly to customers across Africa. The trend is expanding access to international brands while reshaping the continent’s rapidly growing e-commerce market.
Among the companies driving this transformation is Senegalese startup Afrety, which gives customers virtual shipping addresses in France, the United States, and China, allowing them to purchase from retailers that do not ordinarily ship to Africa. International logistics firms, including Aramex, have also expanded services such as MyUS and Shop and Ship, helping customers in markets including Nigeria, Kenya, Ghana, Angola, and Somalia overcome barriers such as the absence of formal street addresses and limited access to traditional banking. Mobile money platforms and improved digital payment systems have further accelerated adoption.
The opportunity remains substantial despite structural challenges. Internet penetration across Africa has reached about 43%, yet online shopping remains concentrated in urban centres where incomes and digital connectivity are higher. South Africa continues to lead the continent’s e-commerce market, while Nigeria, with an estimated $75 billion e-commerce sector, has become one of the fastest-growing markets for logistics providers and online retailers. Alongside global platforms, regional players such as Jumia are expanding operations, while increasing competition from Chinese marketplaces is reshaping consumer behaviour.
The rise of these intermediary logistics networks highlights a new phase in Africa’s digital commerce evolution. Analysts say the model is bridging longstanding infrastructure gaps, giving consumers greater access to global products while creating new opportunities for logistics providers, payment companies, and local entrepreneurs. As internet access, digital payments, and delivery infrastructure continue to improve, cross-border e-commerce is expected to play an increasingly important role in Africa’s retail economy.
