2025非洲电商：中国卖家的下一个黄金十年！Explore the African e-commerce market

海外双11、黑五将至，这是跨境商家全年最大的生意增长机会。当欧美、东南亚电商市场逐渐进入竞争红海，厮杀正酣时，有一片被低估的大陆正悄悄释放巨大潜力悄然崛起，那便是——非洲。

With Double 11 and Black Friday approaching, cross-border merchants face the year’s biggest revenue opportunity. While e-commerce markets in Europe, America and Southeast Asia sink deeper into cut-throat competition, an underestimated continent is quietly unlocking vast potential—Africa.

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非洲约有15亿人口，电商增速全球第一。据RetailX报告，2024年非洲电商收入达到约550亿美元，预计到2029年，该市场电商收入将增至1130亿美元，年复合增长率超14%，增速领先全球其他地区。

Africa has a population of about 1.5 billion people and boasts the fastest-growing e-commerce market in the world. According to a RetailX report, the continent’s e-commerce revenue reached approximately $55 billion in 2024 and is projected to grow to $113 billion by 2029, with a compound annual growth rate of over 14%, outpacing all other regions globally.

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在这里，年轻的人口、跳跃式发展的移动互联网、蓬勃的金融科技，共同编织着一个关于线上消费的新故事。但其蕴含的机遇足以令人心跳加速，吸引了不少中国卖家纷至沓来！

Here have a youthful population, leapfrogging mobile internet, and thriving fintech are weaving a new blueprint for online consumption. The opportunities it holds are enough to make one’s heart race, attracting a growing number of Chinese sellers flocking to the scene!

探索非洲电商生态

Explore Africa’s E-Commerce Ecosystem

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提到非洲电商，许多人脑海中首先浮现的或许是“非洲亚马逊”Jumia，亦或者是“非洲版淘宝”Kilimall的身影。然而，非洲电商市场远非一家独大的局面，而是一片充满区域差异和惊人多样性的商业热土。

When it comes to e-commerce in Africa, many people might first think of Jumia, often called the “Amazon of Africa,” or Kilimall, dubbed the “African Taobao.” However, the African e-commerce market is far from being dominated by a single player. Instead, it is a vibrant commercial landscape marked by regional variations and remarkable diversity.

本土巨头、外来势力和新兴力量共同绘制了多元版图。本土方面，Jumia以其广泛的多国覆盖成为标志性存在；南非的Takealot稳坐区域霸主之位；尼日利亚的Konga也展现出不容小觑的实力。外来势力中，Kilimall在东非市场精耕细作；SHEIN以及Temu等平台则通过“跨境直邮”模式在南非、尼日利亚等市场快速崛起。

The African e-commerce landscape is shaped by homegrown giants, international players, and emerging forces, creating a diverse and multifaceted market. Among the local contenders, Jumia stands out with its extensive multi-country presence. South Africa’s Takealot solidly dominates its regional market, while Nigeria’s Konga demonstrates steadily growing influence. On the international front, Kilimall has been deeply cultivating the East African market. Meanwhile, platforms like SHEIN and Temu are rapidly gaining traction in key markets such as South Africa and Nigeria through their cross-border direct shipping models.

非洲电商热卖爆品

Top-Selling Products in African E-Commerce

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非洲消费者的线上需求高度集中，智能手机及配件、时尚服饰、大件家电、美妆个护以及快消品构成了市场主流。

African consumers’ online demand is highly concentrated, with smartphones and accessories, fashion apparel, major home appliances, beauty and personal care products, and fast-moving consumer goods forming the core bestsellers in the market.

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其中，性价比极高的中国商品尤其受到非洲消费者的青睐，成为市场增长的重要推手。同时不同区域存在差异化机会，精准选品是成功的关键。以下是基于2025年最新数据的非洲市场季度热销商品趋势解读，综合出口数据、消费升级特征及区域差异化需求，整理出最具代表性的Top20热销品类：

Among these, highly cost-effective Chinese products have gained particular favor among African consumers, becoming a significant driver of market growth. Meanwhile, differentiated opportunities exist across regions, making precise product selection crucial to success. The following is an analysis of quarterly best-selling product trends in the African market based on the latest 2025 data. Integrating export figures and consumption upgrade characteristics, we have compiled the most representative Top 20 best-selling categories.

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非洲Q4促销节点

Africa Q4 Promotional Events

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对于深耕非洲市场的外贸商家而言，与平台及选品同样重要的还有对促销节奏的精准把控。以下是接下来几个月非洲最为重要的营销节点：

For foreign trade merchants deeply engaged in the African market, mastering promotional timing is equally crucial as selecting the right platforms and products. Below are the most important marketing periods across Africa in the coming months:

11月25日左右／黑色星期五

Around November 25th / Black Friday

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近年来，黑色星期五在非洲市场的影响力持续攀升，已成为当地消费者年度购物狂欢的重要节点。据 Statista 数据显示，2024 年非洲黑色星期五线上销售额达 85 亿美元，同比增长 12%，且近三年保持两位数的高速增长。随着电商渗透率在非洲部分国家突破 40%，黑五不仅吸引个人消费者，众多企业也会在此期间集中采购办公设备、仓储物资。

In recent years, Black Friday’s influence in the African market has continued to rise, becoming a major annual shopping extravaganza for local consumers. According to Statista data, online sales during Africa’s Black Friday 2024 reached $8.5 billion, marking a 12% year-on-year increase, with double-digit growth maintained over the past three years. As e-commerce penetration exceeds 40% in some African countries, Black Friday now attracts not only individual consumers but also numerous businesses conducting bulk purchases of office equipment and warehouse supplies during this period.

选品推荐：电子产品/时尚美妆/家居生活用品

Recommended Product Categories: Electronics / Fashion & Beauty / Home & Living Products

12月25日左右／圣诞节

Around December 25th / Christmas

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圣诞节在非洲已成为极具消费潜力的黄金时段，据市场研究机构数据显示，2024 年非洲圣诞节期间线上线下消费总额突破 110 亿美元，同比增长 15%，近三年增速持续加快。随着非洲城市化进程推进与消费升级，节日消费不仅局限于传统礼品，更延伸至家庭装饰、娱乐消费等多元领域。以肯尼亚、南非等国为例，圣诞节期间商场人流量同比增长 40%，电商平台订单量激增，企业采购圣诞促销礼品、员工福利物资的需求也大幅提升。

Christmas has evolved into a prime shopping period with substantial consumer spending potential in Africa. According to data from market research institutions, total consumption during the 2024 African Christmas season reached $11 billion, reflecting a 15% year-on-year increase, with growth accelerating over the past three years. As urbanization and consumption upgrades progress across the continent, holiday spending has expanded beyond traditional gifts to include diverse categories such as home decorations and entertainment. In countries like Kenya and South Africa, shopping mall foot traffic surged by 40% during the Christmas period, e-commerce platforms experienced order spikes, and corporate demand for promotional gifts and employee welfare supplies significantly increased.

选品推荐：节日装饰与礼品/时尚服饰与鞋履/食品酒水与家电

Recommended Categories: Festive Decorations & Gifts / Fashion Apparel & Footwear / Food, Beverages & Home Appliances

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非洲是一片充满矛盾张力与无限可能的土地：这里跳动着全球最年轻、最跃动的心脏；它展现着令人垂涎的广阔蓝海机遇，也设置了足以让怯懦者望而却步的艰难险阻。对于敢于在这片充满希望的“黑土地”上耐心播种、精耕细作的勇者而言，未来的果实必将异常丰硕。

Africa is a land of contrasts and immense potential: it pulsates with the world’s youngest and most dynamic population, presenting both vast blue-ocean opportunities and daunting challenges that may deter the faint-hearted. For those courageous enough to patiently sow and diligently cultivate in this promising terrain, the future rewards will be exceptional.

非洲&中东，首选赛时海运

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If you want to seize the opportunity to explore Africa&Midle-east, safe、fast、professional logistics services can help you!CHOICE Supply Chain Technology Co, Ltd . was establishedin 1997 and has 28 years of experience in Africa&Middle-east logistics. We have already established more than 10 wholly-owned branches in Africa&Midle east, namely Kenya, Rwanda, DRC, Cameroon, Nigeria, Ghana, Côte d’Ivoire，Tanzania， Saudi Arabia, Dubai. CHOICE can provide Groupage Service,Full Container Service,Overseas Warehouse Service for our customers.