A Platform Livelihoods Project, a study carried out by Caribou Digital, a research and advisory firm, in collaboration with Mastercard and the Bill & Melinda Gates Foundation, has disclosed that the African digital marketplace will reach $72bn in Africa by 2026.
The firm said in a statement on Monday that the comprehensive research, conducted over four years, sampled the experiences of over 700 individuals across Ghana, Kenya, Uganda, Nigeria, and Indonesia.
The Platform Livelihoods Project advocates for a safer, more inclusive environment in digital marketplaces.
The Senior Director for Research at Caribou Digital, Jonathan Donner, said, “This book stands as a testament to the collaborative efforts of an incredible array of contributors.
“Taking place over four years, hundreds of participants, dozens of researchers, organisations, and foundation partners united for an astounding research project, offering insights into the experiences of millions across Africa and Indonesia earning a living on digital platforms.
“Studies on platformisation frequently fail to address the impact on the day-to-day experiences and livelihoods of Africans who rely on these digital ecosystems, across formal and informal sectors alike.”
According to Donner, the research shows there is huge potential for sustainable livelihoods with collective efforts to create inclusive, safe, and dignified digital environments.
