I spend a lot of my time talking to merchants about their online strategies. It’s natural when they’ve succeeded in one market to look at where to go next – and of course all eyes focus upward, to the huge African continent and all the possibilities (and challenges) it holds. If you scan the business press there’s a lot of talk and writing about Africa’s emerging economy, but how ‘hot’ is Africa really as an Online market, specifically when it comes to ecommerce?

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