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This article is a comprehensive statistics on Ecommerce in Ghana for 2024 courtesy of a study published by Aftershift. The eCommerce sector in Ghana has experienced remarkable growth, driven by diverse online retail categories and platforms.
In 2024, the landscape was shaped by robust platform usage, category-specific trends, and dynamic sales performance, reflecting the country’s evolving digital economy.
This article delves into the key statistics and insights that define Ghana’s eCommerce market, highlighting opportunities and challenges for businesses and stakeholders.
Most dominant Ecommerce in Ghana
The choice of platforms in Ghana’s eCommerce sector demonstrates a clear preference for user-friendly, scalable solutions.
WooCommerce stands as the most popular platform, hosting 66.35% of online stores, equivalent to approximately 2,850 stores. This dominance is further solidified by WooCommerce’s impressive sales revenue of $660.13 million, which accounts for 46.84% of the total platform sales in the region. WooCommerce’s open-source flexibility makes it a favourite for small and medium-sized enterprises (SMEs) looking for customizable options.
Shopify, a globally recognized eCommerce platform, ranks second in store count, supporting 625 stores or 14.55% of the market. However, its sales revenue, at $97.42 million (6.91%), trails behind WooCommerce and Custom Cart platforms, indicating a less aggressive presence in Ghana’s market.
Custom Cart platforms, known for tailored solutions, host fewer stores (10.40%) yet generate $511.80 million in sales revenue, representing 36.32% of total platform sales. This highlights the potential of bespoke platforms in meeting specific business needs.
Other platforms like Wix, Ecwid, and Magento collectively account for a smaller portion of the market, showcasing the diversity of tools available to Ghanaian retailers.
WooCommerce hosts 66.35% of online stores in Ghana, generating $660.13 million in revenue, which accounts for 46.84% of total platform sales.
Ecommerce Platform Adoption in Ghana 2024
The table below provides a comprehensive overview of platform performance in terms of the number of stores in Ghana’s eCommerce market
| Platforms | Stores | Percentage |
|---|---|---|
| WooCommerce | 2.85K | 66.35% |
| Shopify | 625 | 14.55% |
| Custom Cart | 447 | 10.40% |
| Wix | 191 | 4.44% |
| Ecwid | 60 | 1.40% |
| Odoo | 28 | 0.65% |
| OpenCart | 24 | 0.56% |
| Magento | 21 | 0.49% |
| PrestaShop | 13 | 0.30% |
| GoDaddy Online Store | 9 | 0.21% |
| Others | 28 | 0.65% |
Dominant Ecommerce Platform in Ghana by Revenue 2024
This table provides a comprehensive overview of platform performance in terms of revenue in Ghana’s eCommerce market.
| Platforms | Estimated Sales | Percentage |
|---|---|---|
| WooCommerce | $660.13M | 46.84% |
| Custom Cart | $511.80M | 36.32% |
| Shopify | $97.42M | 6.91% |
| Magento | $43.84M | 3.11% |
| PrestaShop | $37.40M | 2.65% |
| Ecwid | $29.79M | 2.11% |
| Wix | $11.30M | 0.80% |
| Salesforce Commerce Cloud | $9.45M | 0.67% |
| SAP Commerce Cloud | $4.04M | 0.29% |
| OpenCart | $1.73M | 0.12% |
Custom Cart platforms, despite hosting only 10.40% of stores, contribute a significant 36.32% of total platform sales, highlighting their tailored approach’s profitability.
Industries by Revenue Growth
Which industries lead in market dominance in Ghana? Ghana’s eCommerce market is diverse, with several categories contributing significantly to the online retail landscape.
Apparel
With 497 online stores, Apparel is the largest category, accounting for 13.73% of the total.
The sector also leads in app/software spending, totalling $81.47K, which is 27.78% of all app-related expenditures. This investment signals the importance of technology in improving customer experiences and optimizing operations.
People-Society
The People-Society category in Ghana’s eCommerce market refers to products and services that cater to social and community needs, including sectors such as personal services, social causes, and community-driven initiatives.
While it ranks second in store count with 376 stores (10.38%), the People-Society category generates the highest sales revenue at $103.43 million, contributing 7.34% to total eCommerce sales. This reflects a robust demand for services and products in this category.
Home & Garden
This category, with 334 stores (9.22%), also sees notable app spending of $27.18K, representing 9.27% of the total.
Jobs & Education
Generating $93.10 million (6.61%) in sales revenue, this sector is a significant contributor, driven by the increasing digitization of education and job-related services.
Emerging and Specialized Categories
Beauty & Fitness contributes 8.86% of the total store count and generates $77.98 million (5.53%) in sales.
Food & Drink and Health categories, while smaller in-store numbers, show steady growth, reflecting changing consumer behaviour and increased demand for online access to essentials.
| Categories | Stores | Percentage |
|---|---|---|
| Apparel | 497 | 13.73% |
| people-society | 376 | 10.38% |
| Home & Garden | 334 | 9.22% |
| Beauty & Fitness | 321 | 8.86% |
| Business & Industrial | 319 | 8.81% |
| Jobs & Education | 293 | 8.09% |
| Food & Drink | 229 | 6.32% |
| Health | 203 | 5.61% |
| Computers | 179 | 4.94% |
| Travel | 122 | 3.37% |
| Others | 748 | 20.66% |
The People-Society category, with 376 stores, generates the highest sales revenue at $103.43 million (7.34%), demonstrating its importance despite a lower store count.
Sales Distribution
A breakdown of monthly sales reveals that Ghana’s eCommerce market is largely driven by small and medium-sized enterprises (SMEs):
- 46.11% of online stores generate monthly sales of $1,000 to $10,000.
- 26.14% earn between $10,000 and $100,000, while 11.37% achieve sales between $100,000 and $1 million.
This distribution underscores the dominance of SMEs and their critical role in driving the eCommerce economy. However, the data also shows opportunities for scaling up, with 3.33% of stores earning $1 million to $10 million monthly.
| Monthly Sales | Stores | Percentage |
|---|---|---|
| Less than $100.00 | 476 | 11.23% |
| $100.00 to $1.00K | 48 | 1.13% |
| $1.00K to $10.00K | 1.95K | 46.11% |
| $10.00K to $100.00K | 1.11K | 26.14% |
| $100.00K to $1.00M | 482 | 11.37% |
| $1.00M to $10.00M | 141 | 3.33% |
| $10.00M to $100.00M | 28 | 0.66% |
| $100.00M to $1.00B | 1 | 0.02% |
| More than $1.00B | 0 | <0.01% |
Nearly half (46.11%) of online stores in Ghana generate monthly sales between $1,000 and $10,000, reflecting the dominance of SMEs in the eCommerce ecosystem.
Monthly Visitors, Employees, and Product Sales
Monthly Visitors
A significant proportion of online stores (70.58%) receive less than 100 visitors monthly, suggesting a need for improved marketing and customer acquisition strategies.
| Monthly Views | Stores | Percentage |
|---|---|---|
| Less than 100 | 910 | 55.42% |
| 100 to 1K | 422 | 25.70% |
| 1K to 10K | 213 | 12.97% |
| 10K to 100K | 83 | 5.05% |
| 100K to 1M | 13 | 0.79% |
| 1M to 10M | 1 | 0.06% |
| More than 10M | 0 | <0.01% |
Number of Employees
The majority of stores (93.13%) operate with fewer than 10 employees, reflecting the entrepreneurial nature of Ghana’s eCommerce sector.
| Number of Employee | Stores | Percentage |
|---|---|---|
| Less than 10 | 664 | 93.13% |
| 10 to 20 | 15 | 2.10% |
| 20 to 50 | 6 | 0.84% |
| 50 to 100 | 4 | 0.56% |
| 100 to 200 | 7 | 0.98% |
| 200 to 500 | 6 | 0.84% |
| 500 to 1K | 4 | 0.56% |
| 1K to 5K | 5 | 0.70% |
| 5K to 10K | 1 | 0.14% |
| More than 10K | 1 | 0.14% |
Monthly Products Sold
Over 80.58% of stores sell fewer than 100 products monthly, while only 0.59% sell between 100,000 and 1 million products.
| Monthly Product Sold | Stores | Percentage |
|---|---|---|
| Less than 100 | 2.45K | 80.58% |
| 100 to 1K | 443 | 14.55% |
| 1K to 10K | 86 | 2.83% |
| 10K to 100K | 44 | 1.45% |
| 100K to 1M | 18 | 0.59% |
| More then 1M | 0 | <0.01% |
These figures highlight the potential for growth in product distribution and inventory management.
A staggering 93.13% of eCommerce businesses in Ghana operate with fewer than 10 employees, emphasizing the entrepreneurial nature of the sector.
Opportunities and Challenges in 2024
Ghana’s eCommerce sector in 2024 presents a vibrant and growing landscape. Key takeaways include:
Platform Selection
WooCommerce dominates, but Custom Cart solutions demonstrate the value of tailored platforms in driving higher revenues.
Industry Trends
Apparel leads in store count and app spending, while People-Society shows strong sales performance.
Growth Potential
With most stores generating modest monthly sales and receiving limited visitors, there are vast opportunities for scaling operations, improving digital marketing, and enhancing customer engagement.
Businesses looking to enter or expand in Ghana’s online retail market must adapt to the dynamic preferences of local consumers, leverage scalable platforms, and invest in innovative technologies. As Ghana continues to embrace digital transformation, the eCommerce sector is poised for sustained growth, making it a promising frontier for entrepreneurs and investors alike.
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