According to a report by consulting firm McKinsey & Company, the e-commerce market in Africa is rapidly expanding and is expected to reach $180 billion by 2024. This outlook is drawing increasing interest from international companies.

Chinese e-commerce firm AliExpress has made its debut in Ethiopia, partnering with local firm MKTY IT Services Plc. The partnership culminated in the opening of the continent’s first AliExpress showroom on Thursday, August 22.

The showroom, located in Addis Ababa, is designed to offer Ethiopian consumers a more interactive shopping experience, allowing Visitors to explore a wide range of products from around the world.

According to Yeshurun Alemayehu (photo), Ethiopia’s State Minister for Innovation and Technology, AliExpress’s entry into the Ethiopian market presents a significant opportunity for local businesses to engage in global trade.

The move aligns with Ethiopia’s efforts to attract foreign investment and boost its economy. Online commerce has been gaining traction in the country, with the Ministry of Trade and Regional Integration issuing approximately 45 e-commerce licenses by December 2023. However, the sector is still dominated by small, often fragile startups.

In that context, AliExpress’s presence is expected to create jobs, stimulate innovation among local startups, and provide a platform for Ethiopian products to reach international markets.

Samira Njoya