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Why e-commerce in Africa shouldn’t Try to Simply Replicate the Western Experience 

Social media, rather than dedicated e-commerce websites or apps, have become the leading online sales channel for independent retailers who answered a survey for Anka, the multichannel e-commerce platform for African businesses. Anka, which means “ours” in the Bambara language of Mali, offers a suite of services for independent African retailers on the continent and around the world, many of whom are women. It describes itself as both a “Paypal and Shopify” of Africa and helps aggregate shipping services to reduce costs. It said it has more than 20,000 sellers in 100 countries including 45 African countries as of the second quarter.