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: 6/12/2017

Overview

According to the World Bank, 9% of the Mozambican population had access to the internet in 2015.  Though the number is small in comparison to other countries, it is growing due to the growth of low-cost smart phones. The Electronic Transactions Law approved in January 2017 provides the legal framework for developing ecommerce.

Current Market Trends

Ecommerce is just developing, and Mozambicans are still very skeptical about uploading personal information to make transactions online.  Many Mozambicans do not have access to credit or debit cards and therefore cannot shop online.  Ecommerce is also hampered by the lack of shipping to locations outside of the major cities. 

Domestic eCommerce (B2C)

Domestic online sales transactions are currently insignificant but expected to grow with the emergence of an urban middle class.

Cross-Border eCommerce

International online trade is a growing trend for local companies who purchase products from China.  However, due to delivery delays and products that do not function as expected, many are skeptical of online purchases from foreign companies.

Popular eCommerce Sites

​Some pioneering enterprises are changing consumer habits and making sales online.  The recently launched online grocery Isyshop (www.isyshop.co.mz) is gaining market share.  Other examples include Compras (www.compra.co.mz) and Xava (www.co.mz), which offer electronics.  Online sales are expected to grow along with the emerging middle class.

Online Payment

Few local sales transactions are done online as  consumers are afraid of using credit/debit cards online. However, the limited choice of goods available from local stores is driving affluent consumers to international online stores, such as Amazon or European online stores despite the importation costs

Mobile eCommerce

Mobile applications such as Mcel’s mKesh and Vodacom’s M-Pesa are used to facilitate the transfer of money and payment of services.  Such platforms are commonly used in remote areas where users have limited access to banks and financial institutions.

Digital Marketing

Very few local companies advertise online. The bulk of the advertising that is done online consists of banners on websites and Facebook pages.  Some companies have started using YouTube as a platform to reach customers.

Major Buying Holidays

There are no major buying holidays in Mozambique apart from Family Day (December 25th). The Muslim holidays Eid al-Fitr and Eid al-Adha are celebrated by a fifth of the Mozambique Population, it is common practice to exchange gifts during these periods.  

Social Media

Social media is commonly used by the informal sector/grey market to showcase products.  Small enterprises commonly use platforms such as Facebook to reach targeted groups or individuals.

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.



Mozambique eCommerce Industry Trade Development and Promotion eCommerce