Market Research

The Egypt e‑commerce market reached USD 9.1 billion in 2024 and is projected to grow at a robust 10.2 % CAGR, reaching USD 19.6 billion by 2032. Key drivers behind this surge include rising internet and smartphone penetration—nearly 70 million online shoppers—as well as a growing middle class and increased disposable incomes. Major cities like Cairo and Alexandria remain e‑commerce hotspots, but expanding smartphone access and improved logistics are bridging the gap to less-served regions. Government initiatives under Egypt Vision 2030, particularly focused on ICT infrastructure and digital payments, are accelerating the country’s online retail transformation. Technological advancements—including enhanced cybersecurity frameworks and widespread adoption of digital payment systems—are strengthening consumer trust and fuelling further transition from traditional retail to online channels.

Key Insights

• Electronics dominate the market, accounting for 30 % of total e‑commerce revenue in 2024, driven by strong demand for computers and phones; nearly 29 % of consumers purchased electronics online.
• Grocery and essentials represent the fastest-growing segment, with a projected CAGR of 10.6 %, as 34 % of consumers now purchase these items online for convenience.
• Apparel & footwear, home appliances & furniture, health & beauty, books, toys, automotive parts, and baby products round out the remaining product categories, underscoring the breadth of online retail offerings.
• In terms of platform formats, B2C channels dominate, capturing 85 % share in 2024, and this segment is expected to sustain the highest growth rate, driven by ease of access for consumers using smart devices.
• Payment preferences are shifting: Cash-on‑Delivery (CoD) leads with 45 % market share in 2024—attributed to limited banking access and consumer hesitancy—while 55–70 % of shoppers favor CoD.
• Meanwhile, Buy Now, Pay Later (BNPL) is emerging as the fastest-growing payment method, filling the demand for flexible, interest-free installment options, especially for high-value purchases.
• Market models reflect this trend: Marketplaces dominate, with 70 % share in 2024, offering consumers a wide variety of products and competitive pricing, and are expected to grow fastest under this model.
• Inventory-led and hybrid business models complement the marketplace model, supporting supply chain diversification.
• Delivery methods are evolving: Standard delivery (via Egypt Post’s 4,300+ offices) accounts for 60 % share in 2024, but same-day/next-day delivery is the fastest-growing segment, increasing 10.8 % CAGR, driven by technology investments and consumer demand for speed.
• The rise of social commerce through platforms like Instagram, Facebook, and TikTok is a major trend. With 48.7 %, 16.8 %, and 46.7 % of the population on these platforms respectively, live streams, DMs, and direct content engagement are transforming how businesses sell.
• Improved cybersecurity and data protection are also key, boosting consumer confidence in online transactions. Under the National Cybersecurity Strategy, approximately 50.1 % of internet users now shop online—highlighting the importance of fraud prevention and compliance efforts.
• Regionally, Cairo and Alexandria lead share, but smartphone expansion and logistics improvements are enabling penetration into suburban and rural areas.
• Regulatory initiatives under Egypt Vision 2030—especially ICT strategy and digital payment promotion—are creating a favorable environment for sustained digital commerce growth.
• The market’s competitive landscape remains fragmented, with Amazon Egypt, Jumia, Elaraby, Carrefour, and numerous SMEs active across various segments. Fragmentation fosters competition and creates openings for new entrants.
• Strategic partnerships—such as Elaraby–Sharp’s joint refrigerator plant and Fawry–LA Market’s collaboration to empower women and digitize SMEs—underscore investment and collaboration opportunities within the sector.