Africa, the world's second-largest continent, is home to diverse cultures, rich history, and breathtaking landscapes. With a population of over 1.3 billion and the youngest population globally, the region is a hub of potential for startups, tech companies, and e-commerce entrepreneurs.

Recent developments in Africa's e-commerce industry have captured the world's attention. With a marked increase in internet penetration, smartphone users, and mobile payment options, Africa's e-commerce industry is on the rise. In 2020 alone, the region's e-commerce revenue was projected to hit $27.5 billion, with a projected growth of over 20% per annum. This growth presents a significant opportunity for businesses looking to expand into the continent.

One unique feature of Africa's e-commerce industry is the rise of mobile commerce or m-commerce. With over 414 million smartphone users on the continent, mobile commerce is the preferred method of shopping for most Africans. This shift has led to the rapid adoption of mobile payment options like M-PESA in Kenya and MTN Mobile Money in Ghana, which have made e-commerce accessible to everyone, irrespective of their location.

However, Africa's e-commerce industry is not without its challenges. Despite the impressive growth projection, there are still barriers to entry such as poor logistics infrastructure, high delivery costs, and limited payment options, amongst others. To overcome these challenges, many startups are leveraging existing logistics networks and partnering with incumbent suppliers to deliver a better customer experience.

In conclusion, Africa's e-commerce and logistics landscape presents a unique opportunity for businesses looking to expand into the continent. With a young and vibrant population, growing internet penetration, and a rapidly expanding e-commerce industry, Africa is a market that cannot be ignored. By understanding the unique features of the region and working proactively to overcome the challenges, businesses can tap into the vast potential Africa holds.