Describes how widely e-Commerce is used, the primary sectors that sell through e-commerce, and how much product/service in each sector is sold through e-commerce versus brick-and-mortar retail. Includes what a company needs to know to take advantage of e-commerce in the local market and, reputable, prominent B2B websites.
Last Published: 6/22/2017

Overview

While internet access levels in Angola are fairly high compared to other Sub Saharan countries, electronic commerce in Angola is limited as the country remains a predominantly cash-based economy with an unreliable mail delivery system.
 

Current Market Trends

Future potential exists for eCommerce in Angola considering the strong base of internet users in Angola. Internet Live Stats for 2016 report 5.9 million internet users in Angola, representing around 23.5 percent of the population.  Most use mobile phones rather than home computers to access the internet; mobile broadband access is available to just 12 percent of the population (2014 ITU).
The major limitation in eCommerce in Angola is the lack of use of credit cards or other internationally accepted payment mechanisms.  More than 50 percent of adult Angolans have banking accounts, but access to international credit cards is extremely restricted.  For domestic purchases, debit cards are becoming more common.
 

Domestic eCommerce (B2C)

Domestic eCommerce (B2C) is not wide spread in Angola, but it is slowly growing with the creation of several domestic e-Commerce websites.  Payment is made through domestic debit cards (Multicaixa) and delivery is through local courier service since the mail delivery system is unreliable.
 

Cross-Border eCommerce

Cross-border eCommerce is restricted to middle and upper income Angolans with access to international credit cards and international travel.   Such purchases are made most often through major international online stores such as Amazon, Ebay (USA and Europe) and Alibaba (China).   Deliveries are made through international couriers.

Some Angolans use international commercial consolidator services such as U.S. company MyUSA.com for multiple eCommerce purchases then save on transportation delivery costs.
Middle and upper income Angolans travel regularly to Portugal where many have homes and extended family. It is common for them to make eCommerce purchases for delivery to family and friends in Portugal, and then when visiting Portugal to personally bring these items back to Angola in their luggage.
 

B2B eCommerce

A limited number of Angolan businesses use European or U.S. based B2B websites such as ebay.com and Amazon.com with products shipped to them in Angola by express courier.
 

eCommerce Services

International transportation delivery services including Fedex, UPS, and DHL exist in Angola.  For domestic deliveries, couriers are commonly used due to the unreliability of the domestic mail system.
 

eCommerce Intellectual Property Rights

Angolan intellectual property rights law does not specifically address eCommerce.
 

Popular eCommerce Sites

A popular on-line direct sales platform in Angola is the local version of international company OLX. Several Angola-specific online stores also exist including Baobabay.com, Kompletus.com, and Kitandeira.com.
Some Angolan consumers use European or U.S.-based B2B websites such as ebay.com and Amazon.com with products shipped to them in Angola by express courier.
 

Online Payment

Approximately 50 percent of the adult population participates in the formal banking systems. Debit cards (Multicaixa) are becoming increasingly common for domestic purchases. 
International credit cards are scarce and extremely restricted by commercial banks due to the lack of foreign exchange availability to cover these payment commitments.  For those with access, Visa and Mastercard are most commonly issued in Angola. Some consumers are beginning to use Paypal.
 

Mobile eCommerce

The majority of the Angolan population with internet access (approximately 23.5 percent), use cellphone as their method of access. Those using a laptop or a desktop to make online purchases normally use their cellphone or tablet as well. According to International Telecommunication (ITU) data only around 8 percent of Angolans have home internet access.
 

Digital Marketing

Many companies promote themselves exclusively on Facebook as an affordable and accessible on-line presence versus establishing and managing their own website.
Additional popular social media platforms in Angola with advertising opportunities are news website:

Major Buying Holidays

Black Friday is the most popular eCommerce buying holiday in Angola since Angolan consumer recognize the savings available from international eCommerce sites on this day.

Social Media

Social media is widely used in Angola given the relatively high penetration of internet users in the country, over 20 percent of the population.   An estimated 3.3 million companies and individuals use Facebook for business promotion and personal communication.  There are an estimated 3.5 million Facebook users in the country.  Many companies promote themselves exclusively on Facebook as an affordable and accessible on-line presence versus establishing and managing their own website.

Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.



Angola eCommerce Industry Trade Development and Promotion eCommerce