DOI: 10.36347/sjet.2018.v06i12.004

Pages: 394-402

Despite the lack of appropriate electronic payment systems and poor internet access, more and more African entrepreneurs are entering the e-commerce sector. However, its development remains dependent on greater than before access to the internet by the population. Several experts predict that Africa will experience the same type of technological increase in commerce as in mobile phones. With a rapidly expanding population, the emergence of a large middle class and an increasing number of Internet users, the evolution of virtual commerce seems to be well on the continent. However, the lack of customer confidence in the payment system, the logistical challenge or the risks of fraudulent transactions are likely to constitute obstacles to the development of this new digital economy. Nevertheless, even if e-commerce in Africa represents only 2% of the global market, growth prospects remain promising in a continent where everything remains to be done and built. Ivory Coast is one of the most connected countries in Africa and has the second fastest mobile connection in the continent. With a population of almost 25 million, and 6.3 million internet users, the penetration rate in the country was 26.3 % in 2017. Furthermore, 5.6% of households had a computer, and 13.5% of them had internet access at home. The strongest sector of the market is the mobile sector, as fixed internet and broadband are still underdeveloped. The Ivory Coast’s growing Internet market and good telecommunications infrastructure prepared the country for the development of their e-commerce market, which is expected to grow significantly in the next few years. Although, traditional trade is still strong among Ivorian shoppers, the increasing development of technology in the country and a growing middle class are creating a shift towards online shopping. The country has become more attractive to companies based both inside and outside the continent.