As Ghana’s e-commerce sector continues to expand rapidly, tech expert Mr. David Narh says the country must now focus on building stronger digital infrastructure, logistics networks, and consumer trust systems to sustain its next phase of growth.
Speaking in an interview on Ghana’s e-commerce readiness, Mr. Narh noted that while digital adoption and online retail have surged over the past few years, driven by improved internet access, mobile money penetration, and changing consumer behavior, the ecosystem still faces structural gaps that could limit long-term competitiveness.
“Ghana has done well in creating the foundation for e-commerce, but the next growth phase requires deeper integration, from reliable payment systems to data-driven logistics and cross-border digital trade,” he explained.
E-commerce boom and digital shift
According to Mr. Narh, the COVID-19 pandemic accelerated e-commerce adoption in Ghana, with thousands of small businesses moving online through platforms like Jumia, Tonaton, Instagram Shops, and personal websites.
He said this digital shift has created new opportunities for entrepreneurs, particularly young people and women-led enterprises.
“We’ve seen an explosion of online marketplaces and delivery apps in Ghana. Consumers are more comfortable shopping and paying digitally,” he said. “However, to compete globally, our systems must be faster, safer, and more efficient.”
He added that the country’s growing youth population and expanding smartphone ownership present a strong base for a digitally driven retail economy, but cautioned that the lack of consistent logistics infrastructure and weak data systems could slow progress.
Infrastructure and logistics challenges
Mr. Narh emphasized that logistics and delivery infrastructure remain the weakest links in Ghana’s e-commerce value chain.
He noted that inconsistent addressing systems, poor road networks, and high last-mile delivery costs make it difficult for online retailers to serve customers efficiently, especially outside major cities.
“E-commerce isn’t just about websites and apps but it’s about getting products to customers on time,” he said. “We need smart logistics solutions, warehouse automation, and reliable courier networks to make online shopping seamless nationwide.”
He urged government and private players to collaborate in strengthening digital address systems, expanding data coverage, and investing in regional fulfillment hubs to support faster, cheaper deliveries.
Payment systems and cybersecurity
Mr. Narh also underscored the importance of secure and interoperable digital payment systems, describing them as the backbone of any successful e-commerce ecosystem.
“Mobile money has given Ghana a strong advantage, but we still need stronger cybersecurity frameworks and fraud detection systems to protect consumers and merchants,” he explained. “Trust is everything in digital commerce.”
He encouraged fintech firms and banks to innovate around payment flexibility, including installment options and escrow services, to increase consumer confidence and transaction volumes.
Policy, innovation, and regional trade
On policy readiness, Mr. Narh praised ongoing efforts by the Ministry of Communications and Digitalisation and the Ghana Investment Promotion Centre (GIPC) to promote digital entrepreneurship but urged for clearer frameworks around data protection, cross-border digital trade, and taxation.
“If Ghana wants to become a regional e-commerce hub under the AfCFTA, our policies must support innovation and digital exports,” he said. “We must think beyond just buying and selling and start building digital trade ecosystems that connect Ghanaian sellers to African buyers.”
The way forward
Mr. Narh added that Ghana’s e-commerce future depends on public-private collaboration, digital skills development, and continuous investment in broadband and logistics infrastructure.
“The next phase of e-commerce growth is not about starting new online shops, it’s about building systems that sustain them,” he emphasized. “If we get that right, Ghana can lead West Africa’s digital marketplace.”
