The structure of Africa's gig economy

A new assessment of Africa’s gig economy reveals that e-commerce is the dominant sector, accounting for 36 per cent of gig workers across the continent.

The findings, based on the 2025 Ipsos Strategy3 multi-country study, highlight how digital marketplaces continue to reshape employment patterns, offering flexible income opportunities to millions.

Ride-hailing follows as the second-largest segment, employing 24 per cent of gig workers, reflecting the rapid growth of transport platforms in urban centres.

Freelancing accounts for 18 per cent, driven by increasing demand for digital skills and remote services. Meanwhile, remote work represents 12 per cent, showing steady uptake as connectivity improves.

Micro tasks make up the remaining 10 per cent, indicating a growing but still smaller share of the gig landscape.

Overall, the data underscores the expanding role of technology in Africa’s labour market, as more workers turn to gig-based opportunities amid shifting economic conditions and limited formal employment.