Challenges and Opportunities of E-commerce in the African Market: A Case Analysis of Amazon.com

E-commerce has grown to be one of the most significant global business drifts over the last few years. The ongoing e-business transformation is supported by the advancement in technology, big data, and analytics, and artificial intelligence (AI) offers broader opportunities for improved, data-driven decision-making (Leonardi, 2020). The enrolment of the Internet of Things (IoT) including smart and connected devices that create interactive performance as well as manage data makes a business agile today. The connected global ecosystem has created many benefits including virtual trading (e-commerce) and taking advantage of these is going to generate a competitive edge for businesses that operate in the global space. The technological advancement and industrial revolution allow for better, cheaper, and faster production and global business networking. It is transforming the way businesses are conducted, and producers and consumers (customers) including suppliers engage and interact in e-commerce. The potential for the rapid growth of e-commerce in Africa offers compelling opportunities for private and public sectors in the continent e.g. enhancing governmental agility and performance, lower cost of production and supplies, increasing flexibility and agility, opens up wider scale and scope of products and services, increases transparency and accountability as well as speed up business transactions across the world.