Africa’s leading e-commerce platform, Jumia, has published its first Africa e-commerce report, Jumia Africa e-Commerce Index 2021 with a Nigerian section, which leveraged data from the company’s platform to illustrate the importance of shopping online in a pandemic context.
The shift to everyday products during COVID-19, is part of a
broader economic transformation led by the continent’s young, urban and tech
savvy population.
The effects of the pandemic, combined with dedicated
commercial and marketing efforts on the Jumia side, led to a shift in our
product category mix with everyday product categories including Fashion, Beauty
and FMCG categories accounting for c. 57% of GMV in 2020, up from 44% in 2019.
Source: Jumia Africa e-Commerce Index 2021 |
According to the United Nations Conference on Trade and
Development (UNCTAD), internet businesses in Africa, including e-commerce which
sits at the heart of the digital economy, could add US $180 billion to the
continent’s GDP by 2025. “COVID-19 led to a surge in the use of digital
solutions, including e-commerce. This was particularly demonstrated with domestic sales rather than cross border
e-commerce. Food delivery, essentials, and pharmaceutical goods were among the
top performing online shopping categories,” said Torbjorn Fredriksson, Head of
E-commerce and Digital Economy, UNCTAD.
Source: Africa e-Commerce Index 2021 |
The Director-General of the National Information Technology
Development Agency (NITDA), Inuwa Kashifu Abdullahi said; “E-Commerce is
critical to any digital economy because when you consume a service, you need to
make a payment and you can only do that through e-commerce.”
Many consumers turned to JumiaPay, the payment platform for
the first time during the pandemic, mainly for safety reasons and for the
enhanced services on the app like bill payments.
The report was done in collaboration with UNCTAD, IFC,
Mastercard and others partners, highlighting the impact of e-commerce on the
African economy.
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