The National Digital Economy and E-Governance Bill, introduced in July 2024, is expected to create a more secure and trustworthy environment for e-commerce in Nigeria. The Bill provides a legal framework for electronic transactions, including the validation of e-signatures and electronic contracts, which is expected to drive trust in online retail.
As competition heats up with the arrival of global players such as Temu, domestic leaders like Jumia and Konga are expected to double down on innovation. Jumia is likely to expand to new cities and underserved rural areas while continuing to optimise its logistics and reduce costs.
The expansion of Glovo into Port Harcourt and its partnerships with Shoprite and Spar signal a promising future for grocery e-commerce in Nigeria. Rapid delivery services for groceries, pharmaceuticals, and foodservice are helping to build consumer trust and create a more seamless online experience.
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Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retailing, are captured in Streaming Services E-Commerce. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such a service is captured in Other E-Commerce. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, while the delivery fees associated with such services are included in Other E-Commerce. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
See all of our definitionsThis report originates from Passport, our Retail E-Commerce research and analysis database.
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