Ghana - Country Commercial Guide
eCommerce

Describes how widely e-Commerce is used, the primary sectors that sell through e-commerce, and how much product/service in each sector is sold through e-commerce versus brick-and-mortar retail. Includes what a company needs to know to take advantage of e-commerce in the local market and , reputable, prominent B2B websites.

Last published date: 2020-08-30

While there have been significant improvements in the availability of Internet connectivity over the past few years, eCommerce is still in an early development stage in Ghana. T-Mobil, MTN, AirtelTIGO, Glo and Vodaphone figure predominately in the mobile access market and are working to increase their share of the market. These improvements may eventually lead to greater use of eCommerce in Ghana, though fulfilment services will continue to be a challenge.

Financial services critical for viable eCommerce infrastructures are also improving in Ghana. The introduction of special Visa and MasterCard services by some local banks has tremendously enhanced business practices in the country. Most Ghanaian companies and individuals with tailored credit limits based on account balances and other factors can compete for international financial transactions. Mobile money also plays an important and ever-growing role in financial transactions throughout the country. Since Ghana’s leading eCommerce platform, Tonaton, launched in early 2013, companies such as Jumia, OLX and Jiji, have sprung up and are doing well.

Note: U.S. companies should be very cautious of any unsolicited, email requests for business dealings from Ghanaian companies/individuals or even government officials/offices. Before sending samples, goods, signing any documents or issuing an invitation letter for Ghanaian contacts to visit the United States, please check with the U.S. Commercial Service Ghana as to the bone fides of the potential business partners in question. While most Ghanaian businesspeople are legitimate, a minority are involved in Internet fraud.