You see them everywhere—sleek Facebook pages, polished Instagram shops, even mobile apps with "Add to Cart" buttons. Ethiopia, it seems, has embraced ecommerce. But has it really? Let me paint you a picture of how online shopping actually works in Addis Ababa today. A customer finds a beautiful piece of furniture on a popular Ethiopian ecommerce platform. They click through high-resolution photos, read the description, check the price. Then they do what 99% of Ethiopian "online...