The idea for Thrive took root on Tuesday, March 19, 2024, during the maiden E-commerce and Payment Forum organised by the Lagos Business School's Africa Retail Academy. The forum, which brought together C-suite executives from leading e-commerce businesses across the continent, focused on "Scaling E-commerce in Africa: Intersection Issues in E-commerce, Payments, and Logistics." The high-level discussions that ensued highlighted the urgent need for a resource that could democratise the knowledge essential for e-commerce success in Africa. Thrive is the product of those conversations-a comprehensive guide to empowering businesses to thrive in Africa's unique market.. This book is intended for a broad audience, including business owners, entrepreneurs, industry leaders, policymakers, researchers, and anyone interested in the future of e-commerce in Africa. Whether you are just starting or looking to expand your existing operations, Thrive is designed to equip you with the knowledge and tools necessary to navigate the complexities of the African e-commerce landscape.