African e-commerce is experiencing unprecedented growth. Driven by a young, connected population, the rise of mobile money, and the expansion of local platforms such as Jumia, Glovo, Konga, Afrimarket, and Takealot, online shopping is becoming part of everyday consumer habits.
But what are Africans really buying online in 2025?
Here’s a look at the Top 10 best-selling products on the Internet in Africa, based on market trends across major cities on the continent.
1. Clothing and Fashion Accessories
Fashion items remain the most purchased products online in Africa. From urban wear to modern Afro-chic creations, consumers seek style, comfort, and originality.
2025 Trend: A boom in Made in Africa fashion and local brands highlighting African fabrics such as Ankara, Bogolan, and Kente.
2. Beauty and Personal Care Products
The beauty market is booming, fueled by high demand for products suited to African skin and hair types.
2025 Trend: Growth of natural and organic brands, vegetable oils, haircare products, and anti-blemish treatments.
3. Smartphones and Tech Accessories
Smartphones remain at the center of daily life. Affordable models and accessories (earphones, chargers, power banks, cases) are selling fast.
2025 Trend: Continued rise of Asian brands such as Tecno, Infinix, Xiaomi, and Realme.
4. Online Courses and E-books
More and more Africans are investing in digital learning to gain practical skills in areas such as online business, finance, digital marketing, and trading.
2025 Trend: Success of online coaching, certification courses, and e-books focused on financial empowerment.
5. Food and Beverages
Online food purchases are becoming increasingly common, especially in major cities. Delivery services are multiplying.
2025 Trend: Growth in orders for local produce baskets, ready-to-eat meals, organic foods, and African specialties.
6. Home and Décor Products
Africans are investing more in improving their living spaces. Sales of home appliances, furniture, and décor items are on the rise.
2025 Trend: Modern décor inspired by African patterns and smart, practical home gadgets.
7. Baby and Children’s Products
Young parents now prefer to order diapers, feeding bottles, clothes, and educational toys online.
2025 Trend: Local children’s brands and eco-friendly packaging.
8. Sports and Health Products
Fitness products, sportswear, and home gym accessories are growing rapidly in popularity.
2025 Trend: A renewed focus on physical and mental well-being.
9. Jewelry and Personalized Accessories
Handmade jewelry, ethnic necklaces, and personalized bracelets appeal to young Africans proud of their cultural identity.
2025 Trend: Locally crafted jewelry, engraved designs, and modern Afro-inspired accessories.
10. Consumer Electronics
Televisions, laptops, tablets, printers, and gaming consoles remain top sellers online.
2025 Trend: Rising demand for refurbished, guaranteed products with fast delivery options.
In 2025, African e-commerce is more dynamic than ever. Consumers are looking for practical, affordable, and locally relevant products.
For entrepreneurs, this is the perfect time to launch or strengthen your online presence, especially in fashion, beauty, education, and technology.
By Africa O’Clock, PR and Communications Agency
