As we’ve seen before with Africa’s ecommerce landscape, the Christmas season holds the test of time for many startups. With both Africa’s consumer base and the number of local online stores growing, customers are increasingly choosing to purchase goods online. While the figures are on the increase, one of the biggest obstacles remains educating potential customers.
“The Konga.com website experienced a traffic surge unprecedented in Nigerian online shopping history and our website crashed, but our team did not give up, we promised Nigerians the baddest sale ever liveth and we kept pushing till we delivered it.”
With the increased availability of broadband access, more affordable data costs offered by mobile operators and the consistent development of mobile devices, online shopping is gaining great traction in Sub-Saharan Africa.
Head of retail at DHL Express Sub-Saharan Africa logistics company Fatima Sullivan notes that with the improved infrastructure in ICT and logistics, geography and time are seen as less of an issue. She does note however that many online customers are still reluctant because they do not fully understand or trust the services.
“With improved infrastructure, in terms of Information and Communications Technology (ICT), and online safety and security, more people are choosing to make use of online shopping over traditional brick and mortar outlets due to the variety of products available to them at just a click of a button.”
“This is the biggest test, since there are many fears of frauds and we have to educate consumers about shopping online securely. For example, we have to be transparent on prices, taxes, or shipment costs. That’s why Jumia and Zando accept payments on delivery and offer free returns to deliver a safe, stress-free and convenient shopping experience.”
While the lack of trust remains detrimental, companies such as Jumia aims to tackle this with on-the-ground methods. As mentioned by Business Insider, “To combat fears of online fraud and to educate Nigerians about shopping online securely, the company has a direct sales team of about 200 in cities such as Lagos and Port Harcourt.” These officials hold impromptu shopping sessions in businesses, churches, and homes, answering questions and using tablet computers to demonstrate how to order.