Understanding Buyer Habits Across Africa in 2025: A Regional Analysis

Africa’s consumer economy is on a growth trajectory: overall household consumption is expanding at roughly 3.5% annually, with e-commerce projected to top US$40 billion by 2025. Digital financial services (especially buy now, pay later models) are set to grow at a 14.8% CAGR through 2030.

When you factor in regional nuances; West Africa is driven by youth aspirational spending, East Africa by pragmatic trust and mobile money, North Africa by prestige and halal-certified goods, and South Africa by market sophistication and income divides.

This report explores these regional market nuances and how they affect buyer habits.