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How Ecommerce Promotes Brands and Drives New Brands into Africa

Here is a great case study of the power of African ecommerce, driving African brands into the list of top 100 African brands. As countries and consumers look at local solutions following the pandemic and with the acceleration of AfCFTA’s goal of driving greater intra-African trade, African brands are starting to re-assert their position in the Brand Africa 100 – Africa’s Best Brands ranking. New brands, such as SA’s lifestyle footwear brands, Bathu (#52) and Drip (#65) – despite being primarily available in SA – have rocketed into the Top 100. Ecommerce is making these local brands global, and with massive growth in retail footprint despite COVID and the cost of marketing, they are quickly establishing themselves.

This year’s ranking saw 17 brands fall out of the ranking, heralding a notable return of African brands. When the rankings started, African brands represented 34% of the companies listed. Nigeria’s telecommunications giant Glo (up 31 spots), Ethiopia’s global airline brand Ethiopian Airlines (up 24 spots), ecommerce giant Jumia (up 19), and Ghana’s Kasapreko Drinks – the highest returning entry at #31 after a 5-year absence – lead the African surge. Ethiopian, Africa’s most recognised flagship airline, continues its rise after entering the rankings at #51 in 2021. It is arguably the only African airline that effectively weathered COVID, managing to divert its fleet into the movement of goods and cargo. Massive infrastructure investment at Addis Ababa’s Bole International Airport has undoubtedly enhanced the brand appeal.


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