A recent article from Xiaguangshe, a Chinese outlet focused on global business trends, spotlights the growing allure of Africa’s e-commerce market for Chinese sellers. Many merchants who previously focused on Southeast Asia or the U.S. are now actively exploring Africa as their next big opportunity, drawn by what some describe as the last “blue ocean” for cross-border retail.
According to Linli, the China head of African e-commerce giant Jumia, Africa and Southeast Asia share many consumer traits—such as similar price points, best-selling product categories, and large Muslim populations—making it a natural next step for sellers with experience in emerging markets.
The surge in interest is clear. Linli told Xiaguangshe that at a recent Jumia conference in Shenzhen, attendance exceeded expectations by 50%, and the online viewership more than doubled to 50,000, underscoring the growing momentum.
The timing of this shift is notable. Amid deteriorating U.S.-China trade relations, China’s May exports to the U.S. fell by 34.6% year-on-year, while exports to Africa surged by 33.4%, outpacing other major emerging markets. Linli notes that many Chinese sellers are feeling squeezed: Southeast Asia is crowded and competitive, while U.S. and European markets are becoming less accessible or less profitable. In contrast, Africa’s e-commerce sector is still early-stage, with lower entry barriers, simpler operations, and lower trial-and-error costs.
Jumia is now actively recruiting sellers with operational experience on platforms like Shopee, Lazada, AliExpress, SHEIN, Temu, Noon, and Ozon, or those with offline channels in Africa. Hot-selling product categories include fashion, personal care, home goods, auto accessories, and electronics. Nigeria remains a key entry point, thanks to its large population and growing digital infrastructure.
That said, the African market isn’t for everyone. Linli cautions that sellers accustomed to high-margin Western markets—especially those on Amazon—may struggle to adapt. “Unless they’re factory-based, many expect order values in the hundreds and profit margins above 20–30%,” she explains. “But on Jumia, the average order value is only $8–15.” For sellers willing to shift gears and focus on cost-efficiency, however, Africa is quickly becoming one of the most promising frontiers in global e-commerce.
