Ethiopia, with its large domestic market, growing manufacturing industry, and strategic position, holds significant potential for expanding e-commerce within its local and broader continental markets. Despite this potential, significant efforts are required to enhance Ethiopia’s e-commerce sector. In alignment with this goal, the Ethiopian government has prioritized e-commerce in its “Digital Ethiopia” transformation strategy.

The government posits that capturing just 0.5% of retail trade online could generate 100,000 jobs in the near future. This necessitates comprehensive research to evaluate the current e-commerce landscape in Ethiopia, identify prevailing challenges and opportunities, and formulate a robust strategy for sector development through an ecosystem approach. The research will aim to achieve specific objectives, including assessing the state of e-commerce and devising strategies for its advancement.