E-commerce has transformed global retail, offering unprecedented opportunities for businesses and consumers alike; however, the Challenges of E-commerce in Cameroon continue to present unique hurdles that require innovative solutions. This blog post examines these obstacles, explores real-world examples, and discusses potential strategies for overcoming them—insights that are especially valuable for our BIT community striving to be at the forefront of technological innovation.

I. Introduction

The rise of digital technology has reshaped how commerce is conducted worldwide, and Cameroon is no exception. With increasing internet penetration and the widespread adoption of mobile devices, a growing segment of Cameroonians is accessing the internet daily. According to various sources, the number of internet users in Cameroon reached approximately 9.15 million in January 2021, with an overall penetration rate of around 34% (afritechglobal.com). Despite this promising trend, many hurdles remain that stifle e-commerce growth. This article will explore these challenges in detail and highlight what stakeholders—government, private businesses, and educational institutions like BIT—can do to foster a more robust digital marketplace.

II. The E-commerce Landscape in Cameroon

Over the past few years, Cameroon’s e-commerce scene has experienced modest growth, buoyed by improved internet access and mobile phone adoption. Key players, both local and international, have entered the market, and digital platforms are beginning to change consumer behavior. For instance, in 2020, e-commerce revenues were reported to have grown nearly tenfold over a three-year period, partly due to increased transactions via mobile devices (trade.gov). Yet, despite this growth, e-commerce still represents a small fraction of total retail in Cameroon—with studies suggesting that only about 2% of Cameroonians engage in online buying or selling (​

researchgate.net).

This evolving landscape is a double-edged sword: while there is significant potential for growth, a series of systemic challenges prevent the sector from reaching its full promise.

III. Key Challenges Facing E-commerce in Cameroon

A. Logistical and Delivery Issues

One of the most significant hurdles is logistics. Unlike many developed countries, Cameroon lacks a standardized fixed address system. This absence complicates the delivery process, often resulting in delays, increased costs, and unreliable service. For example, major e-commerce platforms have struggled to reach consumers outside of major cities like Douala and Yaoundé. Reports from the Lloyds Bank Trade Portal highlight that the delivery process is further hampered by inadequate transportation infrastructure (​

lloydsbanktrade.com).

B. Payment System Barriers

Digital payment systems are another critical weak point. With a low rate of bank account penetration and a general reluctance among consumers to disclose credit card details online, cash-on-delivery remains the preferred method of payment. The lack of secure, widespread digital payment solutions not only discourages consumers but also limits the operational scalability for online merchants (​

trade.gov).

C. Cybersecurity and Data Protection Concerns

Concerns over cybersecurity and data protection further erode consumer trust in e-commerce. Inadequate cybersecurity measures leave both customers and businesses vulnerable to fraud and data breaches. Reports have pointed to significant losses incurred due to card fraud and other cybercrimes, creating a climate of apprehension that hampers the adoption of digital commerce (​

researchgate.net).

D. Regulatory and Legal Framework Limitations

The regulatory environment is another barrier. Although laws governing e-commerce have been introduced—for example, the law n°2010/021 of 21 December 2010 and its implementing decree in 2011—many aspects of these regulations remain outdated or insufficiently enforced. The lack of robust legal frameworks that protect both consumers and sellers contributes to the overall risk of engaging in online commerce (​

trade.gov).

E. Consumer Trust and Adoption Barriers

Trust is the cornerstone of any thriving e-commerce ecosystem. In Cameroon, skepticism about product quality, delivery reliability, and data security discourages many potential online shoppers. Even when consumers have positive experiences, the overall low level of e-commerce penetration makes it difficult to build widespread confidence in digital transactions.

F. Infrastructure and Connectivity Challenges

While urban areas enjoy relatively better connectivity, rural regions often suffer from poor internet infrastructure. This digital divide limits market reach and excludes a large segment of the population from participating in the digital economy. The uneven quality of internet services, as reported by several sources, hampers seamless online shopping experiences and restricts economic opportunities (​

cameroon-marketplace.com).

G. Digital Literacy and Skill Gaps

Finally, the lack of digital literacy among both consumers and merchants poses a significant challenge. Many small and medium-sized enterprises (SMEs) lack the technical expertise to build and manage efficient e-commerce platforms. Similarly, consumers who are not well-versed in digital technology remain hesitant to adopt online shopping as a regular practice.

IV. Case Studies and Real-World Examples

A telling example of these challenges can be seen in the experience of Jumia, a once-prominent e-commerce platform in Cameroon. In November 2019, Jumia suspended its e-commerce operations in Cameroon, citing issues such as logistical inefficiencies and low consumer trust as primary factors for its withdrawal (​

en.wikipedia.org). Additionally, local entrepreneurs have reported difficulties in scaling their online operations due to unreliable delivery systems and limited access to secure digital payment methods. These real-world examples underscore the urgent need for systemic reforms and innovative solutions.

V. Strategies and Solutions to Overcome Challenges

Despite the current obstacles, several strategies can help propel Cameroon’s e-commerce sector into a new era of growth:

• Technological Innovations:
  Encouraging the adoption of mobile payment systems and digital wallets can help secure online transactions and reduce reliance on cash. With mobile internet subscriptions rising rapidly, digital payment solutions tailored to the local context can gain traction.
• Improved Logistics:
  Establishing regional warehouses and partnering with local logistics providers can streamline product delivery, particularly to remote areas. Innovative models such as scheduled bulk deliveries or pick-up points could reduce costs and improve efficiency.
• Strengthening Cybersecurity:
  Investment in robust cybersecurity measures is essential. By implementing advanced security protocols and educating consumers about safe online practices, businesses can rebuild trust in the digital marketplace.
• Regulatory Reforms:
  Policymakers need to update and enforce e-commerce regulations to provide clear guidelines for consumer protection and dispute resolution. A transparent regulatory framework can enhance confidence among both consumers and merchants.
• Building Consumer Confidence:
  Transparency in pricing, reliable customer service, and comprehensive return policies are vital for cultivating consumer trust. Initiatives that promote digital literacy—both for consumers and SMEs—will help demystify online transactions.
• Capacity Building:
  Educational institutions like Buea Institute of Technology can play a pivotal role by offering courses and training programs in e-commerce, cybersecurity, and digital marketing. These initiatives can equip future entrepreneurs and professionals with the skills necessary to drive the digital economy forward.

VI. Future Outlook and Potential Growth

The future of e-commerce in Cameroon holds significant promise if the current challenges can be effectively addressed. With anticipated improvements in telecommunications infrastructure—such as the rollout of 5G services—connectivity will likely improve, bridging the urban-rural divide. Moreover, increased government and private sector investment in digital technologies could spur a broader transformation of the retail landscape.

Enhanced digital literacy and skill development, driven by institutions like BIT, are expected to boost innovation in the e-commerce space. As more SMEs embrace online platforms and adopt digital payment solutions, consumer confidence is likely to increase, paving the way for a more vibrant and inclusive digital marketplace. The potential economic benefits are substantial, ranging from job creation and improved supply chain efficiencies to increased international trade opportunities (​

cameroon-marketplace.com).

VII. Conclusion

Cameroon’s e-commerce landscape is at a crossroads. While the sector demonstrates significant growth potential, persistent challenges—including logistical hurdles, payment system deficiencies, cybersecurity concerns, regulatory gaps, and digital literacy issues—must be addressed to unlock its full potential. Overcoming these obstacles requires a coordinated effort between government bodies, private enterprises, and educational institutions like Buea Institute of Technology.

BIT is uniquely positioned to contribute to this transformation by equipping students and local entrepreneurs with the latest digital skills and innovative strategies. By fostering a culture of digital literacy and entrepreneurship, BIT can help drive the evolution of e-commerce in Cameroon, ensuring that the country not only keeps pace with global trends but also sets the stage for a more inclusive and prosperous digital economy.

VIII. Additional Resources and Further Reading

For those interested in delving deeper into the challenges and opportunities of e-commerce in Cameroon, consider exploring these resources:

• International Trade Administration – Cameroon eCommerce Guide trade.gov
• Afritech Global – The Top eCommerce Challenges in Cameroon afritechglobal.com
• Cameroon Marketplace – The Future of E-Commerce in Cameroon cameroon-marketplace.com

Together, these insights not only shed light on the current challenges but also offer a roadmap for creating a dynamic, secure, and inclusive e-commerce environment in Cameroon. By working collectively, stakeholders can harness the power of digital technology to drive economic growth and enhance consumer experiences in the digital age.

Buea Institute of Technology remains committed to leading the charge in digital innovation. Visit www.bit.edu.cm to learn more about our programs, research, and initiatives designed to empower the next generation of tech leaders in Cameroon.