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.