Market vendors in Kasoa and Makola, two bustling commercial hubs in Greater Accra and Central regions, are grappling with a sharp decline in daily sales as online retail platforms gain traction among younger consumers. E-commerce Ghana is playing a major role in this shift.
The convenience of e-commerce, coupled with competitive pricing and home delivery options, is drawing shoppers away from traditional marketplaces. This shift is creating mounting pressure on small-scale vendors, many of whom rely on walk-in customers for their livelihoods.
With the surge in internet penetration and the rise of mobile money, more Ghanaians are increasingly turning to online platforms for everything from electronics to groceries. Given this, traditional businesses that existed long before the rise of online shopping have become less valuable due to their inability to adapt to the new e-commerce Ghana trends.
At a visit to Kasoa Market, Mrs Araba Gifty, a business owner told The High Street Journal that, she has been recording low sales, post-COVID, with online buying becoming the newest shopping preference.
She recalled that initially, people used to throng into her shop to buy regardless of the season. But the current situation, she said, has taught her not to overstock the shop, since the market is no longer booming.
When asked if she plans to adopt online retailing, she explained that she does not know how to use the Internet to sell and connect with her customers. E-commerce Ghana is growing rapidly, but she primarily uses her phone to call her trusted customers to place orders, occasionally, she disclosed.
Mrs Ameley Okine, a grocery store owner, also told THSJ that, the rate at which she used to sell her groceries has declined, because most shops are selling them online and even at pharmacies. This, she reckoned, has made it difficult for her to record huge profits.
She added that the pricing window has changed as a result. “A 5-liter gallon of oil which goes for GH¢200 is being sold on these online platforms for GH¢180, and so nobody wants to waste money on transportation to come and buy from the market,” she said.
Mrs. Okine lamented further that, these online shops do not pay any form of taxes to the government, for which reason the operators offer low prices for products. This development, she said, has made the business environment uncompetitive for traditional store or shop business operators.
“We’ve had to rethink our strategies and move towards digital platforms,” she added. This move is essential to remain competitive within e-commerce Ghana.
Another retail store owner at the Kasoa Market, who spoke on condition of anonymity, also said: “We’re seeing that many people prefer shopping online due to the convenience, so we’ve had to adjust to stay relevant.”
One of the most immediate effects of the rise of e-commerce is the decline in ‘foot traffic’ to traditional stores. More and more Ghanaians are opting to shop online for convenience, as they can avoid long queues, crowded shops, and the need to travel to a physical location.
With just a few taps on their smartphones, consumers can compare prices, browse product reviews, and even have items delivered directly to their homes.
However, while the shift to online retail has opened up new opportunities in logistics, technology, and digital marketing, it has also led to job displacement in traditional retail sectors. E-commerce Ghana’s growth means those operating physical stores, especially small and independent businesses, are facing challenges in maintaining the same level of staffing and store operations due to declining sales from online competition.
This has created low standards of living and loss of jobs.
While some retailers may struggle, others are seizing the opportunity to innovate and provide better experiences for consumers in the evolving e-commerce Ghana market.
