This chapter presents a framework designed to explain e-commerce and online shopping behaviors in African markets. The African E-commerce and Consumer Behavior (AECB) framework unifies various factors into a cohesive model that captures the unique dynamics of digital commerce across different African contexts. It is based on a thorough analysis of existing research and highlights four main components: Contextual factors, which include aspects like digital infrastructure, economic conditions, cultural norms, and government regulations; e-commerce landscape characteristics, encompassing types of platforms, the prevalence of mobile commerce, trends in social commerce, and regional differences; consumer behavior dimensions, referring to trust perceptions, digital literacy, payment preferences, and product choices; and behavioral outcomes, which pertain to purchasing intentions, actual buying behavior, and customer loyalty. The framework also considers moderating variables, such as age, urban or rural residence, income levels, and education, all of which affect how the components interact with each other. In addition to these hierarchical relationships, the framework also highlights direct influences across different levels, feedback loops, mediating factors, and two-way interactions that together shape e-commerce environments.