many actors then came to jostle. How much ? They are 60 fighting on the Dakar market. Surprised ? The full list of links is at the bottom of this Senegal e-commerce barometer. But the amateurism of these newcomers and their limited means of communication often make them invisible. We are going to pay homage to them here, while giving an idea of their respective weight in terms of traffic.
And so be careful, this is not Czechia B2B List turnover: sites like Expat-dakar drain gigantic traffic, but only generate income from “premium” ads from merchants who display their offers there. Conversely, older community sites like Niokobok have high conversion rates despite their low traffic.
This study / e-commerce barometer in Senegal was based on Similarweb. it is an information technology company which also has a statistical and audience analysis tool. SimilarWeb does not rely on any single channel for data collection. It uses a wide variety of sources to create the most accurate and reliable picture in the digital world. All data is fed into SimilarWeb’s data processing servers where billions of daily data points are transformed into insightful information.
Their data comes from 4 main sources: 1) A panel of monitored devices, currently the largest in the industry 2) Local Internet Service Providers (ISPs) located in many different countries. 3) Web crawlers that scan every public website to create a highly accurate map of the digital world, and 4) hundreds of thousands of measurement sources direct from websites and the applications that are connected to them directly.
Since the end of 2014, e-commerce has been boiling in Senegal
That said, where are we overall? If we take into account the classifieds sites , which bring together a large number of professional traders, and which can therefore be considered as e-commerce despite the absence of shopping cart and payment, the latter occupy 2/3 of the scene.
We also see in this e-commerce barometer in Senegal that general e-commerce sites occupy the rest of the scene, specialists only holding a few crumbs of traffic. A site crushes the market: Expat-dakar is the oldest actor, the best known, and despite questionable ergonomics, the Senegalese are used to it. He has become a benchmark.
Afribaba , which entered the market relatively recently, has carved out a good share. Dorgoo , which has been there for a while, is down slightly, while Jumia Deals (ex Vendito, which would take 3rd place if we added car.jumia.sn and house.jumia.sn) is having a hard time making a place in the sun despite its means. The others are almost non-existent. Afrimalin , which has made a big buzz recently is far from the others.
In the graph below, we see the traffic of the main e-commerce sites as such. That is to say, it is possible on these sites to select several products, to indicate their contact details in Senegal, and to validate an order whose payment will be made either remotely, or on delivery. The color of the bars indicates the type of business (see legend above).
Until then dominated by Expat-dakar
Jumia crushes all the others, this is the first evidence. The cause of this domination lies in the combination of resources (skills, marketing budgets) and an African approach (short deadlines, payment on delivery, etc.). Most of their competitors only have one… or the other.Unsurprisingly, Jumia comes far ahead. But the surprises are numerous:
Afrimarket , despite its resources and ambitions, is largely behind .
Niokobok , which makes a significant turnover (far from Jumia, of course) is largely behind in traffic. It is their transformation rate that saves them.
The list is surprisingly long: many actors are fighting for a place in the sun!In a sector that one could have thought more flourishing, but which is obviously crushed by general practitioners, the battle is raging between importers. But the rather uneven quality of the sites and the gaps in the product sheets make growth weak, and sometimes… negative.
Special dedication to La Roseraie , one of the oldest e-commerce stores in Dakar, which has been tinkering around for years, and which was the first store in Dakar to accept Paypal payments.
In blue the classifieds, orange for generalists, red for food, pink for beauty, brown for fashion, and gray for electronics. Do not try to decipher the latest in the rankings; look below instead.There are many sites that have settled in more or less narrow niches.