Ghana - eCommerceGhana - eCommerce
While there have been significant improvements in the availability of internet connectivity over the past few years, eCommerce is still in an early development stage in Ghana. Airtel, MTN, TIGO and Vodafone figure predominately in the mobile access market and are working to increase their share of the market. These improvements may eventually lead to greater use of eCommerce in Ghana, though fulfilment services will continue to be a challenge.
Financial services critical for viable eCommerce infrastructures are also improving in Ghana. The introduction of special Visa and MasterCard services by some local banks has tremendously enhanced business practices in the country. Most Ghanaian companies or individuals with tailored credit limits based on account balances and other factors are able to complete for international financial transactions. Mobile money also plays an important and ever growing role in financial transactions throughout the country.
Ghana’s leading eCommerce platform, Tonaton, was launched in early 2013. The company is backed by a Swedish investment firm with most of the technical development being done in Europe. Tonaton is ranked as the 33rd most popular website in Ghana, behind other eCommerce options like Alibaba and eBay.
Note: U.S. companies should be very cautious of any unsolicited, email requests for business dealings from Ghanaian companies/individuals or even government officials/offices. Before sending samples, goods, signing any documents or issuing an invitation letter for Ghanaian contacts to visit the United States, please check with the U.S. Commercial Service in Ghana as to the bone fides of the potential business partners in question. While most Ghanaian business people are legitimate, a minority are involved in internet fraud scams
Ghana Trade Development and Promotion eCommerce