{"id":330,"date":"2014-05-21T17:10:44","date_gmt":"2014-05-21T09:10:44","guid":{"rendered":"http:\/\/www.www.innovationiseverywhere.com\/?p=330"},"modified":"2014-05-21T17:10:44","modified_gmt":"2014-05-21T09:10:44","slug":"e-commerce-in-nigeria-rocket-internets-jumia-kaymu-jovago-taking-africas-biggest-market","status":"publish","type":"post","link":"https:\/\/innovationiseverywhere.com\/fr\/e-commerce-in-nigeria-rocket-internets-jumia-kaymu-jovago-taking-africas-biggest-market\/","title":{"rendered":"E-commerce in Nigeria: how Rocket Internet's Jumia, Kaymu and Jovago are taking over Africa's biggest market"},"content":{"rendered":"

If Nigeria is \u00ab\u00a0Africa’s India\u00a0\u00bb<\/em>, it’s for the sheer size of the market – 170m people now, 440m by 2050<\/strong> – and because with a GDP growing between 4.5 and 9% each year<\/strong> over the past decade, there is now a small but growing part of the population able to buy online, to travel, and to consume content from the local Nollywood scene, as Nigeria’s movie industry is known (it’s producing more movies than Bollywood).<\/p>\n

The infrastructure, reputed to be among the worst in the world, are not preventing e-commerce in Nigeria to rise sharply, as Bloomberg Business<\/a> states: \u00ab\u00a0The number of payments<\/strong> in the country made by mobile phone more than doubled, to 2.4 million<\/strong>, in the first half of 2012, while Internet payments rose 9.3 percent<\/strong>\u00ab\u00a0<\/em>.<\/p>\n

\"e-commerce<\/a> \"e-commerce<\/a> \"e-commerce<\/a> \"e-commerce<\/a> \"e-commerce<\/a><\/p>\n

Above infographics done by Jana, based on a survey of 600 consumers in each country<\/em><\/p>\n

We’ve listened to and spoke to the three top\u00a0e-commerce players during our trip to Lagos to attend the Mobile West Africa<\/a> conference, here are a few more info.<\/p>\n

Tapping the emerging wealth through e-commerce in Nigeria with Jumia<\/h2>\n

Yes, Nigeria is a complex market, but those daring will get an early access to Africa’s biggest economy and population<\/strong>. If poverty remains a key issue (and is even growing as a share of the population – from 52% in 2004 to 61% in 2010), there still is a tiny majority of wealthy people<\/strong> and a growing number of go-getters for whom buying online is an act of differentiation and a service.<\/p>\n

\"nigeria<\/a><\/p>\n

Rocket Internet’s Jumia<\/strong><\/a>, the Amazon clone in Africa and the Middle-East (dubbed Lazada in South-East Asian markets), is the clear winner today. As in other countries where it’s present, this venture is not so much about buying\/selling online – which people like and know how to do ), but about setting up a viable infrastructure, both on delivery, with 200 vehicles roaming Nigeria’s top cities every day, and on payments, with cash-on-delivery<\/strong> being the most popular options. Nigerians don’t trust more scams than we do.<\/p>\n

With more than $75m in funding<\/strong> from its inception, Jumia now has 600 employees,<\/strong> and a market share of 70% of e-commerce in Nigeria,<\/strong>\u00a0in this huge and fast-growing country. In 2011, the website boasted 100 000 visits per day, and they have served about half a million<\/strong> customers overall.<\/p>\n

Merchants and e-commerce in Nigeria: a marketplace called Kaymu<\/h2>\n

Kaymu<\/strong><\/a>, the equivalent of eBay, makes an easy connection between sellers and buyers of goods<\/strong>, leaving the main pain point – delivery – up to the parties in the deal. Nigeria still being a feature-phone market, with not 10% of smartphone penetration<\/strong>, we saw how it was possible to optimize a marketplace on such phones.<\/p>\n

\"Kaymu<\/a><\/p>\n

Direct messaging<\/strong> between sellers and buyers, live chat<\/strong> to mimic Nigerian previous fondness of BBM, and \u00ab\u00a0Snap and Share\u00a0\u00bb<\/strong> feature to upload a product in two steps only made it a successful venture.<\/p>\n

Kaymu also recently added:<\/p>\n