EFA - Protecting your rights as an ecommerce business and expressing your needs to the relevant government departments and opinion formers


It is the goal of the EFA to increase awareness, confidence and capability of the ecommerce industry in Africa.

EFA represents:

  • large and small eShop owners,
  • brick and mortar stores that are including ecommerce as part of their omnichannel strategy,
  • service providers (platforms, payments, logistics, delivery, consultants)

EFA helps each of these stakeholders work cohesively with each other to enrich the overall ecommerce industry in Africa.

  1. Trust:
    • Working with retailers to implement a trustmark.
  2. Education:
    • Basic curriculum
    • Cooperation with educational institutions & trainers
  3. Research:
    • Trends
    • Definitions
    • Usage by business & consumers
    • Attitudes towards
  4. Regulation:
    1. Data privacy (POPI)
    2. Consumer protection (CPA, ECTA)
    3. Cyber law
    4. Tax
  5. Expanding your business in Africa


“To drive the growth of ecommerce in Africa”

The EFA will provide members with:

  • information about latest best practices, marketing, technology, and logistics;
  • promote good business practices via a governance code and a high profile seal (Trustmark);
  • provide expert guidance about regulatory issues such as the Davis Committee on Tax, CPA,
    POPI and we will work with regulators to influence pragmatic interpretations;
  • stimulate education and training communications and services;
  • identify current key issues of concern to members and organize workshops to inform and agree on ways forward;
  • research: the Forum will develop a brief to produce definitive research relevant to member needs and which will become the accepted ecommerce reference source.


To drive the Growth of ecommerce in the RSA

  • Looking at solutions for the greater industry;
  • Attracting a greater variety of merchants;
  • Championing ecommerce as a retail option.


  • Of the end consumer, and
  • To up-skill individuals in areas that are related to ecommerce


  • To be the representative voice of the sector;
  • To identify solutions to regulatory issues that face the industry.

In order to achieve these objectives the EFA will:

  • Encourage research into the various aspects of ecommerce;
  • Create a Trustmark or some system to encourage consumer confidence;
  • Prepare a PR campaign that members can buy into, with 3 aims – to promote confidence with consumers; with potential merchants, and with government;
  • Forge relations with the payment systems & delivery operators

To join the Ecommerce Forum of Africa, please sign up here.




Learn more about ecommerce.


Learn more about the Trustmark


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