BRAND TRENDS: ONLINE SHOPPING…NIGERIA’S RISING BRAND EXPERIENCE – Amaka Akachukwu
The start of amazon.com and eBay paved way for other online shopping platforms all around the world such as OLX, Alibaba, ASOS and many other. The online shopping has created a lot of convenience for many especially those in the working class; it has made buying and selling easy for many whether in form of Business to Consumers or Business to Business.
Nigeria too isn’t left out in the online shopping business. Infact, many companies and citizens seem to be thriving from the online shopping activities. Nigeria’s online stores are gradually warming their way into the hearts of shoppers.
Presently, Nigeria is witnessing a growing list of online shopping sites exploiting the growing internet awareness among millions of Nigerians to woo them to their various platforms. Increased internet penetration and usage of smartphones are helping to gradually project online shopping from a pastime by a tech-savvy few into a mainstream activity.
Between 2000 and 2010, the number of Nigerian internet users reportedly grew from 200,000 to more than 40 million. The number has risen further in recent years, something which is fuelling the potentials of the growing e-commerce platforms. It is estimated there are now about 70 online retailers in Nigeria, selling everything from household items, electrical appliances, office gadgets, health and beauty products, sports accessories and even fairly used items.
It is happy times for shoppers looking for good deals online as they are finding the e-shops appealing due to their discount offerings and wide range of products on offer. The items range from top-end phones, electronics and computers, home appliances, cosmetics, fashion items, groceries, movies and books, with the extra incentive of free delivery to customers in certain locations.
In Nigeria, Jumia and Konga both founded in 2012 are believed to be the flagship e-commerce online shopping companies. Since their introduction into the country, both companies have witnessed tremendous growth. Jumia became the first African company to win the Best Retail Launch of the Year award at the World Retail Congress in October 2013 and also won the Online Retail Brand of the Year award that same year.
Jumia.com.ng offers all kinds of services to its customers ranging from fashion to electronics, kitchen utensils, phones, sports kits and so many more. Its main aim is to provide its shoppers undiluted a customer-centric service which is based on trust. Its operation has been at the front of e-commerce activities in Nigeria.
Jumia is also the first online retailer in Nigeria to be authorized by Apple to sell their products. Jumia acknowledges that their customers have high expectations, and are upholding their reputation with the official Apple store. They are looking forward to meeting their shoppers’ demands for authentic Apple products at a fair price, while continuing with their fast deliveries and reliable customer service. They are confident that this new development will put smiles on the faces of Apple loyalists and tech lovers alike nationwide.
Konga on the other hand, has gained its ground on the e-commerce sector in the Nigerian economy. It has provided undiluted services with a view to revolutionalise shopping experience for many Nigerian citizens most especially the working class. It was set up to create convenience for those who couldn’t go out of their comfort zone to shop for their needs; it also offers its customers unparalled customer service which is largely based on trust.
Nonetheless, others like Payporte, Dealday, Kaymu, Regalbuyer, Adibba, Wakanow, Nairaland.com and many more others are trying to carve a niche for themselves. Nairaland.com, which is a popular interactive forum, also doubles as an online shopping and auction platform for second-hand cars, electronics and other home appliances.
Kaymu is also referred to as Nigeria’s very own e-bay! It allows the sellers fix price sales and auction bid processes to sell their products.
Wakanow, an online Nigerian travel agency, promises the services of a regular table and chair office. With this site, it is possible to book a flight, arrange airport pick-ups or make hotel reservations in any part of the world.
Dealdey plays the virtual tourist guide which promises to you, the benefits of daily discounted coupons for the best places to visit, the things to do, see and shop for in Lagos. You can book travel packages or a visit to the spa with just a click of your mouse and also save a tremendous deal on your chosen services!
There are even other sites like Lamudi.com, Hutbay.com, Nigeria-property.com and many more making their competitive presence known on the web, it has become even more effortless to invest in a property, irrespective of its location on the planet.
Not just these, there are online grocery stores, florists, gift shops, pet stores, car dealers, used items stores that provide Nigerians the convenience they need to purchase these items.
The online shopping platforms in Nigeria are gaining grounds and are doing all they can to deliver efficiently and effectively to their customers. It is evident that the E-Commerce sector has grown exponentially with the availability of these online shops. However, rather than have so many ‘me too’ platforms, it may be better for some of these sites to consolidate and expand just like their foreign counterparts. They can also further grow their brands by going public like Alibaba of China (the world’s largest online shopping mall) did recently to become the most capitalized company in the world. This is necessary because size counts in the online shopping business.
