Zimbabwe Country Commercial Guide
Learn about the market conditions, opportunities, regulations, and business conditions in zimbabwe, prepared by at U.S. Embassies worldwide by Commerce Department, State Department and other U.S. agencies’ professionals
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eCommerce
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General Overview

E-commerce has not yet taken off in Zimbabwe because of a low internet penetration (around 42 percent) and a low diffusion of the culture of online purchasing in the country.  The lockdowns caused by COVID-19 forced most people to buy things online.  Nevertheless, the e-commerce that exists is local and limited to urban areas with hardly any cross-border transactions.  According to a study by a local online shop, 90 percent of e-commerce transactions on its platforms are made from the cities of Harare and Bulawayo.  There are some social media shops in the country, mainly on Facebook and Instagram, which report that two-thirds of buyers are men in the 35-44 age group.

Total revenue in the eCommerce market is projected at $216 million in 2023 with a user penetration ratio of about 27 percent.  With an expected compound average growth rate of 17 percent between 2023 and 2027, Statista forecasts market volume to reach $401 million by 2027 with an estimated average annual revenue per user of around $49.  Total revenue from eCommerce is projected to be dominated by electronics followed by beauty, health, personal and household care products in 2023. 

Due to years of cash shortages, electronic payments via debit cards and mobile applications have become common, with Zimbabweans conducting 96 percent of their commercial transactions via mobile phone.   

Consumer Behavior

eCommerce is limited to urban centers, with much of it taking place on social media platforms, such as WhatsApp, using cash on delivery or mobile payments rather than credit card transactions on traditional websites. 

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Global Business Navigator Chatbot Beta

Welcome to the Global Business Navigator, an artificial intelligence (AI) Chatbot from the International Trade Administration (ITA). This tool, currently in beta version testing, is designed to provide general information on the exporting process and the resources available to assist new and experienced U.S. exporters. The Chatbot, developed using Microsoft’s Azure AI services, is trained on ITA’s export-related content and aims to quickly get users the information they need. The Chatbot is intended to make the benefits of exporting more accessible by understanding non-expert language, idiomatic expressions, and foreign languages.

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As a beta product, the Chatbot is currently being tested and its responses may occasionally produce inaccurate or incomplete information. The Chatbot is trained to decline out of scope or inappropriate requests. The Chatbot’s knowledge is limited to the public information on the Export Solutions web pages of Trade.gov, which covers a wide range of topics on exporting. While it cannot provide responses specific to a company’s product or a specific foreign market, its reference pages will guide you to other relevant government resources and market research. Always double-check the Chatbot’s responses using the provided references or by visiting the Export Solutions web pages on Trade.gov. Do not use its responses as legal or professional advice. Inaccurate advice from the Chatbot would not be a defense to violating any export rules or regulations.

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