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The E-commerce Sector in Nigeria: Industry Analysis

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Detailed analysis of the E-commerce sector in Nigeria; market profitability, market opportunities, consumer trends, an analysis of top market leaders, and finally some recommendation on starting a profitable e-commerce business in Nigeria.

Key findings

There are over 25 e-commerce stores in Nigeria with market size of $17 billion. E-commerce in Nigeria is one of the fastest growing markets in the world with over 255 billion in revenue annually and a rapid growth rate of 25 percent. The industry makes it possible to engage in transactions from different parts of the world giving access to the product from the different market in different places. Also, it is a commercial activity dealing directly with the trading of goods and services and with other related business activities in which the electronic medium plays a crucial role. In addition, e-commerce grows at 25.8 percent in Africa with Nigeria being the fastest growing market in the continent compared to the 16.8 percent in the rest of the world. The e-commerce will continue to grow bigger with about 60 millions of Nigerians now enjoy access to the internet with the population dominated by youthful population. In accessing the opportunities, the rapid growth rate of mobile telecommunications of more than 170 million people, over 300,000 online orders are made every 24 hours.

One of the major if not the major constraint faced by online shopping markets in Nigeria is the increase in fraudulent activities online commonly known as cybercrime. Cybercrime is defined as any criminal activity done through the internet with the intent of defrauding people of their belongings. People have been defrauded of their e-wallets, hijacking phone numbers and use it to offer services illegally among others.

Looking at the competitive landscape, online shopping has to compete with local stores for the prices of goods and services and since most of the online stores often generate profits from delivery costs, in a situation where both offer the same prices there will be no use engaging e-trade.

It will be however recommended that industry should ensure and regulate that all firms should embark on PoD (Pay on Delivery) due to its impact on the number of online shoppers. It was discovered from a study that the majority of users are shopping due to the PoD practice.

In addition, the e-commerce industry should ensure a user-friendly interface while making orders and also a hitch-free delivery to harness consumers’ loyalty and trust.

INDUSTRY AND MARKET DYNAMICS

This involves how a market changes over time to interaction between the supply and demand of online shopping within the e-commerce sector, market or market segment.

E-commerce industry as already identified with a rapid growth rate and a growing market size of $17 billion in 2019 which also indicate a gradual adoption of the online marketplace by consumers. Consequently, Nigeria remains Africa’s largest mobile market with about 162 million subscribers in the continent and a penetration rate of 84 percent. According to the recent report by the National Bureau of Statistics (NBS), it was estimated that the e-commerce sector is expected to contribute about 10 percent (10 trillion naira) to the nation’s Gross Domestic Product (GDP) by 2018. Currently, the population of users is 67,101,452 with the penetration rate of 37.59 percent and GDP per capita of $5.911.

Market Drivers

E-commerce is a fast-growing with an annual increase and opportunities to further increase as the rate of internet users increases. Of the identified market drivers includes:

  • Third-party logistics

In any organization or industry, the effect of exceptional logistics can never be over-emphasized. Logistics plays a vital role in the creation of visibility in the e-commerce supply chain and determines the overall satisfaction of the customers, efficiency and service delivery. However, it is noteworthy that it requires a lot of expertise and a complex network of several small systems.

  • The explosion in mobile internet penetration

As earlier mentioned, the adoption of the latest mobile technologies is playing a big role in the growth of e-commerce. When shopping, the structure must customers friendly and ease of use leading to the growth of the industry.

  • Growth of big data

With the increased need to take up emerging challenges, big data analytics has helped to deliver more solutions for which the online shopping platforms are no exemption. Of the major drivers of the industry is the growth of big data which has helped delivered quality solutions in analyzing the target market, delivery solutions exceeding customer’s expectations. Big data analytics help to track the consumer’s online behavior and help consumers determine the needs, tastes and preference of the customers.

  • Increased range of payments for unbanked shoppers

There has been high growth of online wallets and cryptocurrencies and other digital currencies that are making it possible to trade without worrying about the exchange rates and country-specific financial issues. The wide spectrum of options has made it easier for people to buy online.

  • Payment on Delivery (PoD)

This has been at the forefront of the conversation around why buying and selling online in Nigeria is adopted. According to reports, it shows that a 300 percent increase in orders is a result of PoD. Thus, ensures the consumer’s trust and loyalty of the business. With online voting conducted by Jumia Nigeria, asking the best payment options, more than 67percentt chose to pay on delivery option.

Market Trends

The e-commerce industry in Nigeria is highly connected with the numbers of internet users via mobile phones and other platforms. With the 180 million citizens in Nigeria, more than 60percentt are youthful population owing to the fact that the youth are the most users of online shopping. The industry has had a tremendous impact on business transactions and influenced the economy greatly. With an improved trade activity providing a cost-effective method of connecting producers and merchants directly to customers, e-commerce market thrives. Consequently, the current market size according to a report by the Economist Intelligence Unit, London is around $13 million with an annual growth rate of 25percentt. Also, industry experts reported an estimate of the market size to rise to $50 billion in 10 years.

Majority of internet users are shoppers owning to the report of the  National Communication Commission (NCC) that the mobile network coverage is currently estimated at 77percentt. In Nigeria, 89percent of internet users online shoppers while 24percentt are expected to do so in the future.

Market Challenges

Some of the identified constraints that the industry might possibly face are as follows:

  • Lack of trust: the online shopping platforms had suffered from consumer’s lack of trust coupled with the internet accessibility challenges.
  • Cyber crimes: this is one of the major if not the major constraint faced by online shopping markets in Nigeria. This is a result of the increase in fraudulent activities online. Cybercrime is defined as any criminal activity done through the internet with the intent of defrauding people of their belongings. People have been defrauded of their e-wallets, hijacking phone numbers and use it to offer services illegally among others.
  • Lack of acceptance: some online stores do not accept or allow transactions from Nigeria based on the antecedents of fraudulent practices creating a bad impression in the mind of customers and the prospective ones.
  • Competition: online shopping have to compete with local stores for the prices of goods and services and since most of the online stores often generate profits from delivery costs, in a situation where both offer the same prices there will be no use engaging e-trade.

Opportunities 

E-commerce in Nigeria and its potential is a vibrant source of economic growth and development expected to add about 10percentt to the nation’s GDP. Also, it impacts in the Micro, Small and Medium scale enterprises (MSMEs) towards job creation and wealth management can never be over-emphasized. With the increased growth, goods sold and delivered at affordable and competitive prices and sometimes cheaper than offline prices.

The e-commerce will continue to grow bigger with about 60 millions of Nigerians now enjoy access to the internet with a total population dominated by youthful population. In accessing the opportunities, the rapid growth rate of mobile telecommunications of more than 170 million people, there are over 300,000 online orders are made every 24 hours. Others are the ability to reach out to millions of people in different places at a point in time, a huge contribution to the economy, and an unfolding impacts in the consumption patterns in the economy.

Author:

Taiwo Oyekanmi

Research Analyst

 

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AOC dazzles visitors with a special game room at GITEX Technology 2021

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AOC Sales Director Middle East & Africa, Carol Ann Dias (Image: Hazem Abed)

AOC, the world’s leading manufacturer of computer monitors, highlights its presence at GITEX Technology Week 2021 through their authorized distributor, Hiperdist. At GITEX, AOC is showcasing a special game room where visitors can get try out the latest lineup of gaming monitors, some of which are made for professional e-gamers.

“Being one of the largest information technology exhibitions not just in the region but the whole world, AOC would not want to miss the opportunity to participate at GITEX 2021,” said Carol Ann Dias, Sales Director Middle East & Africa at AOC. “More than making our presence felt at the show, we are now focusing on emerging markets which is why we have partnered with Hiperdist due to their strong presence in the MEA region,” she added.

Some of AOC’s well-known monitors that include the Agon and the G2 line up are all on display at GITEX. Where visitors are encouraged to try out the new displays that offer some of the best technologies that make it fit for the gaming crowd.

Already a top choice by gaming professionals, the AGON AG352UCG6 features a 35-inch display with a 120HZ refresh rate. The curved design supports a WQHD (3440 x 1440) resolution that has 2.4x more pixels than a standard widescreen monitor. It also features a lighting panel at its rear which can be customized in colours of red, green or blue.

Also on display is the AOC C27G2 gaming monitor that comes in a 27-inch size with a 165Hz refresh rate. There’s also a 1ms response time for more accurate play. And Freesync support so high-intensity games are razor-sharp without ghosting.

Visitors can join and experience AOC monitors at the Hiperdist stand in Hall 3 E1 at GITEX Technology Week in the Dubai World Trade Centre.

 

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Philips Introduces Momentum 559M1RYV 4K HDR display with Ambiglow for Xbox

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Philips 55 lifestyle in situ Xbox (Image: Supplied)

MMD, the leading display specialist and brand license partner for Philips monitors, today announced the release of the world’s first designed for Xbox console gaming monitor. Philips Momentum 559M1RYV featuring 55-inch panel size boosting 3840×2160 resolution with 4K / 144Hz, 4ms GTG response time, and many other features that will be available in the UAE, Saudi Arabia, Kuwait and Pakistan.

4K HDR display with Ambiglow 559M1RYV/01 | Philips

Philips Momentum 559M1RYV: Design and Sound

This new “Philips Momentum 559M1RYV” bears the name Momentum 559M1RYV and bears the same exterior appearance as the previous version, including the adoption of a VA LCD panel with a W-LED backlight system with Ambiglow technology that adds a new dimension to your viewing experience. Innovative Ambiglow technology creates an aura of light on the surrounding wall from behind the screen panel. Its fast processor analyzes the content of the displayed image, and continuously adapts the color and brightness of the emitted light to match the displayed image. This technology also helps reduce eye strain to enjoy the scenes, it also supports DisplayHDR 1000 standard. The gaming monitor includes a specially designed speaker enclosure from the engineers at Bowers & Wilkins, the British loudspeaker company globally renowned for their innovative designs and sound engineering, that completes the experience.

Pankaj Budhiraja, Category Manager – Philips Monitor – Middle East & Africa, said: “The new Philips Momentum monitor offers unique user experience especially for gamers who demand exceptional graphic quality display and flicker-free pictures. This monitor is a wholesome entertainment package with build-in stereophonic speakers, sharp picture quality, vibrant colors and dynamic contrast and excellent resolution”.

Philips Momentum 559M1RYV: Performance

Philips Momentum 559M1RYV including Displayport 1.4, a USB-B port along with 4 USB 3.2 ports, two of them with fast charging. The Philips Momentum Monitor delivers designed for Xbox validates performance with ultra-clera 4K resolution at a minimum 120Hz refresh rate. 3840×2160 pixels with a 16:9 aspect ratio and a good response time of 4ms, as for the brightness rate in the mode up to 750cd / m2, while in the HDR mode it reaches 1200cd / m2. As for the color weight, we will notice that it offers DCI-P3 color gamut with 95% coverage, NTSC color gamut with 104% coverage, and sRGB with 125% coverage.

“As Philips always prioritizes user health, we introduce Ambiglow technology for eye-friendly productivity and a premium sound system. The monitor been extensively tested, and validated by engineers at Microsoft and MMD to ensure perfect compatibility, Philips Momentum meet’s the high expectations of the Xbox fans, creating an integrated gaming atmosphere to enjoy.” Budhiraja added.

Key features for Philips Momentum 559M1RYV:

  • Screen size: 55-inch
  • Resolution: 3840 x 2160 UHD 4K
  • Panel type: VA
  • Refresh rate: 120Hz (HDMI 2.1); 144Hz (DisplayPort 1.4)
  • Response time: 4ms
  • Aspect ratio: 16:9
  • V-Sync method: Adaptive Sync
  • Contrast ratio: 4,000:1
  • Ports: HDMI 2.1 (x3), DisplayPort 1.4 (x1), USB-C (x1), USB-B (x1), USB 3.2 (x4)
  • Ambiglow: 3-sided
  • Power supply: Internal, 100-240VAC, 50-60Hz

 The Philips Momentum 559M1RYV monitor is available through MMD authorised distributors in the UAE, Saudi Arabia, Kuwait and Pakistan and comes with a standard 3-year warranty, and EUP in UAE AED 6999*.

 

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GSMA Report 2021: Over Half World’s Population Now Using Mobile Internet

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The GSMA has launched its global State of Mobile Internet Connectivity Report 2021 showing that, despite the COVID-19 pandemic, more than half of the world’s population is now using the mobile internet. Mobile internet usage translates to just over 4 billion connected people,  225 million more compared to 2019, and up from a third of people globally just six years ago.

Even with this impressive growth in mobile internet connectivity, both in terms of mobile internet coverage and usage, the report highlights that work must accelerate to bridge the digital divide. Of the 3.8 billion people who remain unconnected, only 450 million people do not live in areas with mobile broadband coverage, (“the coverage gap”). The coverage gap represents a significant improvement year on year.

The far bigger challenge is the 3.4 billion people who live in areas that are already covered by mobile broadband, but are not using it, (“the usage gap”).

The report examines trends in the coverage and usage of mobile internet over the last six years and identifies the key barriers to mobile internet adoption. It also looks at the early impacts of the COVID-19 pandemic and the most significant regional effects. Finally, it makes recommendations to help close the digital divide and ensure greater access to mobile internet connectivity.

“The COVID-19 pandemic made clear the importance of mobile internet access to people’s lives and livelihoods and has accelerated the digital transformation around the world. Mobile  is the primary and often the only way to access the internet in low- and middle-income countries. While more people than ever are now using the mobile internet, some fundamental barriers stop far too many people from using mobile internet. To close this usage gap, all of us – government and industry – need to do more,” says the GSMA’s Chief Regulatory Officer, John Giusti. “In particular, we must address the key barriers to usage of mobile internet services, most notably literacy and digital skills, as well as affordability. Only through targeted and collaborative action can we bridge the digital divide.”

Coverage and usage gap in mobile internet is narrowing

During the last six years, the coverage gap has continued to narrow: 

  • In 2014, almost a quarter of the world’s population did not have access to a mobile broadband network. 
  • By the end of 2020, that figure was only 6%.  
  • Now, 94% of the world’s population has access to a broadband network, with most progress between 2014 and 2018. 
  • In 2020, global coverage increased by one percentage point, from 93% to 94%. This reduced the number of people living in areas without a mobile broadband network to 450 million. Those who remain uncovered typically live in sparsely populated rural areas with difficult terrain.

The number of people using mobile internet has also increased for the second year in a row: 

  • However, the usage gap remains large and accounts for the majority of the unconnected. 
  • In 2020, 3.4 billion people (43% of the world’s population) lived within the footprint of a mobile broadband network but were not accessing mobile internet services. 
  • Although the usage gap is narrowing, it is now seven times larger than the coverage gap. 
  • In 2014, the usage gap accounted for 64% of the total unconnected population – this figure grew to 88% by 2020 due to the increase in mobile broadband coverage.  
  • Low- and middle-income countries (LMICs) now account for almost 93% of the world’s unconnected population and more than 98% of the uncovered population.  
  • Between 2019 and 2020, the most significant increase in mobile internet usage is in East Asia (61%), which grew by 4%. 

Barriers to mobile internet usage 

The pandemic has highlighted the importance of mobile internet connectivity to the social and economic well-being of people around the world. People with mobile internet access were able to stay connected with friends and family, conduct business, gain access to critical information and services, and otherwise ease the monotony of lockdown life. Yet 47% of the population in LMICs are still not using the mobile internet despite living within mobile broadband network coverage.

Key barriers include: 

  • Lack of awareness of mobile internet and its benefits, literacy, and digital skills make up the largest barrier to adoption. Nearly a quarter of adults across the report’s surveyed countries are not aware of mobile internet and its benefits. 
  • Affordability: internet-enabled handsets and data became less affordable in many LMICs in 2020 due to the economic impact of the COVID-19 pandemic.

These barriers often disproportionately affect specific segments of the population, especially people living in rural areas and women. 

A Collaborative Approach 

The global climate challenge shows that mobile connectivity can be a lifeline for people during crises, re-emphasising the importance of doing more to improve access to mobile services.  The only way to close the digital divide is through a strong collective effort to address people’s barriers to accessing and using mobile internet. It requires targeted action by all stakeholders including mobile operators, policymakers, government and the broader private sector. 

This report is the output of a project funded by the UK Foreign, Commonwealth & Development Office (FCDO), and the Swedish International Development Cooperation Agency (Sida). The views expressed are not necessarily those of either organisation.

The GSMA’s State of Mobile Internet Connectivity 2021 is available at: www.gsma.com/somic

 

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