A 2019
report by the World Bank showed that 49% of Africa’s most populous nation,
Nigeria, live in rural areas of the country. Ecommerce thrives on mobile
internet and road network technology. As of 2020, there were over 169 million
mobile phone connections in Nigeria which makes the country a ready-made market
for eCommerce. Though internet
penetration increased to 42% with 85 million Nigerians connected to the
internet, these rural areas of the country are still very much littered by bad
roads and poor internet connection. To the residents, eCommerce thus becomes
somewhat a luxury.
However,
the effort of eCommerce players in Nigeria, especially the continent’s market
leader Jumia, is eliminating the roadblocks and increasing connectivity in
previously inaccessible areas in Nigeria. While the company’s logistics
technology and services are making inroads into the rural communities, Jumia is
also helping small businesses reach customers in diverse rural settlements via
strategic partnerships.
A good
reference point is the company’s logistics partnership in Rivers State which
helps to connect eCommerce services to residents of riverine areas such as
Okrika, Kukuma, Ahoda, Eche and others.
“Typically,
the rural areas do not have sufficient access to everyday goods all the time.
Probably once in a week or two weeks, but with us right here in Rivers State,
for the fact that we represent Jumia in this axis, we are able to deliver
whatever they order for. They can get it day-to-day and on time. We make sure
that customers have access to e-commerce day-to-day in their daily lives. It
doesn’t have to be a once in a while situation but an everyday thing,” said
Odubu Bekinbo, C.E.O of Ex & Ex Logistics Limited, a partner with Jumia in
Rivers State.
This
partnership is also helping to advance digital literacy. According to Bekinbo,
the company has been able to initiate some rural settlers into the process of
shopping online from their phones. “The ability of some customers to be able to
use their phones or internet has prompted us to be able to educate them on how
to shop on Jumia. We have been able to hold one or two seminars at different
points in time. We have been able to get agents to partner with us and educate
these people on how to make their orders every day.”
These
initiatives no doubt are having a ripple impact on employment creation and
human capital development. Bekinbo started her collaboration with Jumia as a
one-man army four years ago. Today, she has employed twelve more hands.
Bringing
the rural market onboard the online shopping culture will be a major win for
eCommerce in Africa and will open up the enormous economic potential on the
continent. From indications, the industry, led by the major players, is
determined to keep an upward trend on initiatives that speak to the needs of
rural communities, in order to gain their buy-in and trust in eCommerce
offerings.
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