The global e-commerce market is projected to grow from $6 trillion in 2024 to $8 trillion by 2026, presenting a major opportunity for Africa to establish itself as a key player in the digital trade ecosystem.
Speaking at the Air Cargo and Transport Logistics Africa 2025 conference in Kenya, Vivian Lau, Chair and Group CEO of Pacific Air Holdings, emphasized the need for Africa to move beyond being a consumer of e-commerce products and instead develop a strong domestic market that fosters local innovation and trade.
Lau identified Nigeria, South Africa, Kenya, Morocco, Egypt, Ghana, and Ethiopia as the “Magnificent 7” (MAC7)—countries with the potential to emerge as major e-commerce hubs on the continent.
READ: Aviacargo: Nairobi Host Africa’s Top Air Cargo Summit as Trade and Freight Surge
Drawing parallels with Amazon in the U.S. and Alibaba in China, she highlighted how African platforms like Jumia and Takealot could drive digital commerce growth across the region.
With Africa’s young and growing population, Lau stressed the importance of equipping entrepreneurs with the tools to build homegrown digital marketplaces and promote locally made products, rather than relying solely on imports.
She also pointed to Egypt and Ethiopia’s recent entry into BRICS+ and their role in the Belt and Road Initiative, noting that such developments would enhance Africa’s global trade integration.
While acknowledging the challenges of e-commerce expansion, Lau remained optimistic, concluding: “In air cargo, what do we ship? We ship optimism.”
