eCommerce is relatively new in Rwanda, but the sector is growing quickly as local tech start-ups and international payers have entered Rwanda’s market in the past few years.  At present, the use of eCommerce for “Business to Client” remains limited for the most part to the airline, hospitality, banking, food delivery, and courier services sectors.  Approximately 30 percent of Rwanda’s population has access to the internet, most commonly via mobile phone.  Internet access and speed are improving, driven by the rollout of a national 4G LTE network and fiber optic lines.  The government provides services to both citizens and businesses through e-government portals such as Irembo, which is the preferred method for paying taxes and fees.  China and the United Arab Emirates are the main eCommerce commercial partners and online ordering typically goes through Alibaba and Ali Express.  Most Rwandan importers use these two long-term suppliers and orders are transmitted by email and phone.  In April 2021, Dubai Ports (DP) World launched a new e-commerce platform, DUBUY.com, to serve as digital trade corridor in Rwanda.  “Business to Business” eCommerce is limited in the goods market but more advanced in the services sector, particularly with respect to financial services (interbank market).   

Legal & Regulatory

The government is committed to developing eCommerce and put in place measures to protect users of online services by adopting global standards like the proprietary information security standard, which is the payment card industry data security standard, and an October 2023 data privacy law which provides individuals explicit rights over their data, such as the right to withdraw consent for data usage at any time.  See detailed information on intellectual property in Rwanda.

Consumer Behavior

Many citizens and businesses still use traditional physical interactions, and many transactions are in cash.  Payments are transmitted through Western Union, MoneyGram, and HubShil.

Popular eCommerce sites include:

· VUBA:  grocery, food, travel, real estate, and miscellaneous

· Gurisha:  classifieds

· Grocewheels:  grocery

· Carisoco:  vehicles

· Move by Volkswagen:  ride hailing

· Yego Rwanda:  ride hailing

· Kikku:  online shopping mall

· Dubuy:  Miscellaneous imports