Feb 21, 2025

Why Live Shopping Will Dominate African E-Commerce in 2025

Live shopping is set to dominate African e-commerce in 2025, driven by mobile growth, fintech innovation, and shifting consumer trust. Here’s why businesses must prepare now.

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Live shopping is no longer just a trend—it is the future of African e-commerce. With the continent’s rapid digital transformation, shifting consumer behavior, and increasing trust in online transactions, live commerce is set to take center stage in 2025. Businesses that understand these shifts and adapt will thrive, while those that ignore them risk being left behind.

The Biggest Shifts in Consumer Behavior Driving Live Shopping Growth

African consumers are embracing digital-first shopping habits at an unprecedented rate. Several key factors are fueling this transformation, with the demand for real-time engagement and product authenticity being at the forefront.

Demand for Real-Time Engagement and Product Authenticity

Traditional e-commerce lacks the interactive experience that many African consumers crave. Fake products, unreliable sellers, and poor customer service have made many shoppers wary of online purchases. Many buyers have experienced misleading advertisements, where the product received looks nothing like what was advertised. This lack of trust has stalled e-commerce growth, as consumers prefer in-person shopping where they can inspect products themselves.

Live shopping changes the game by allowing consumers to see products in real-time, interact with sellers, and make informed buying decisions. Watching a seller demonstrate a product live, answer customer questions on the spot, and provide detailed explanations builds a level of transparency that traditional online shopping cannot match. A study by McKinsey & Company found that up to 70% of African consumers hesitate to buy online due to trust issues (McKinsey & Company). Live shopping eliminates this uncertainty, providing a transparent and engaging shopping experience where customers feel reassured before making a purchase.

Social Shopping is Becoming the Norm

Africans have always been community-driven consumers, and social commerce is a natural extension of this behavior. Unlike traditional e-commerce, which is a solitary experience, live shopping allows customers to engage with their favorite creators, influencers, and brands in real-time. Watching a live session with hundreds or even thousands of other shoppers creates an exciting group-buying atmosphere, making shopping more interactive and fun.

According to Statista, over 75% of online shoppers in Africa rely on peer recommendations and social media before making a purchase (Statista). Live shopping taps into this dynamic by making shopping interactive and community-driven. Shoppers no longer just browse a website—they engage with real people who help them make purchasing decisions. Seeing others buy the same product in real-time builds trust and credibility, making shoppers feel confident in their purchase.

Shorter Attention Spans Favor Live, Interactive Content

Modern consumers have shorter attention spans and are less likely to engage with long product descriptions or static images. Traditional online stores require customers to browse through multiple pages, compare prices, and read detailed specifications, which can be tedious. Live shopping simplifies this process by presenting information dynamically through engaging, fast-paced sessions.

A report by Deloitte shows that video-based commerce increases engagement rates by 60% compared to text-based product pages (Deloitte). Instead of scrolling through endless product listings, shoppers can watch a five-minute live session where the seller demonstrates the product, highlights its features, and answers questions instantly. The convenience and engagement level of live shopping keep consumers interested and drive higher conversion rates.

How Mobile Penetration and Fintech Are Fueling Live Commerce

The success of live shopping in Africa is closely tied to the region’s mobile-first economy and expanding fintech ecosystem. More people are accessing the internet via smartphones than ever before, and digital payments are becoming more secure and accessible, making it easier for consumers to shop online.

Africa’s Mobile Revolution is Driving E-Commerce Growth

Africa has over 570 million mobile internet users, making it one of the fastest-growing mobile economies in the world. Affordable smartphones, lower data costs, and improved internet infrastructure are accelerating digital adoption. This mobile boom means that more consumers are comfortable shopping directly from their phones, and live shopping platforms are capitalizing on this shift.

According to Statista, mobile commerce accounts for over 65% of all e-commerce transactions in Africa (Statista). In countries like Nigeria, Kenya, and South Africa, mobile-first platforms are seeing explosive growth, and live shopping fits perfectly into this landscape. Consumers can easily join live sessions from their smartphones, engage with sellers, and complete purchases seamlessly, without needing a laptop or desktop.

Fintech Innovations Are Making Payments Easier and Safer

One of the biggest barriers to e-commerce growth in Africa has been payment security and trust. Many consumers have been reluctant to enter card details on websites due to fear of fraud. However, fintech solutions like mobile money, digital wallets, and Buy Now, Pay Later (BNPL) are changing the game.

A report by PWC found that mobile money transactions in Africa exceeded $700 billion in 2023, making digital payments the preferred method for online transactions (PWC). With fintech companies like Flutterwave, Paystack, and M-Pesa integrating seamlessly with live shopping platforms, transactions are becoming more secure, giving consumers greater confidence to shop online.

Final Thoughts

Live shopping is no longer a niche—it’s becoming the dominant force in African e-commerce. With changing consumer behavior, mobile-first shopping, and fintech innovation, live commerce is set to reshape online retail in 2025 and beyond. Businesses that embrace this shift will see higher engagement, stronger trust, and increased sales.

With Auqli paving the way, the future of African e-commerce is live, interactive, and community-driven. Sellers looking to be part of this transformation can join the Auqli waitlist to gain early access to exclusive live shopping features and opportunities.