How can e-commerce companies turn inclusive strategies into business advantage?

E-commerce is one of the fastest-growing sectors in Africa, projected to reach over 153 million users by 2029.1 The size of Africa’s e-commerce market is projected to increase by nearly 40% in the next four years, reaching $56 billion by 2029, from $40 billion in 2025.2 In India, even faster growth is expected: the e-commerce industry is projected to expand from $67 billion in 2025 to approximately $100 billion by 2029, with 375 million users.

While different types of e-commerce models exist (marketplace, social e-commerce, sales via own brand websites), this publication focuses on pioneering marketplace companies implementing ‘inclusive’ strategies. We define these as strategies enabling either improved inclusion of customers otherwise underserved (due to geographic or economic challenges), or improved livelihoods for value chain intermediaries.

We will also show how these inclusive strategies not only create impact, but also drive growth and competitive advantages for the e-commerce companies implementing them.

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