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8 Years of E-commerce in Africa: A Retrospective Review Amidst COVID-19 Pandemic

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Jumia

By Ezedi Udom

With over 1 billion people and 500 million internet users in Africa, e-commerce has in the last 8 years improved the quality of lives on the continent by helping consumers to shop and pay for millions of products online at the best prices wherever they live.

Thanks to the various players championing this cause, such as Jumia, Konga, Payporte, Mall for Africa; the list is endless. E-commerce is also creating new opportunities for SMEs to grow, and job opportunities for a new generation to thrive.

In 2019 more than 110,000 sellers, including local African companies and entrepreneurs partnered with Jumia, for instance, to sell their products on the platform which attracts millions of customers daily. This way, Jumia, with presence in 11 African countries, has bolstered the growth of micro, small, medium enterprises, online shopping, digital payment, logistics and supply value chain as well as the fintech ecosystem, thereby promoting not only cashless and digital economy but financial inclusion for the unbanked population across Africa and Nigeria in particular.

Trailing the successes achieved by e-Commerce giants like Alibaba, Amazon etc., Jumia has offered unparalleled innovative online shopping and retailing experience for Nigerian consumers, a good growth trajectory for MSMEs and large businesses operating in the essential sectors such as food and agriculture, pharmaceuticals, FMCGs, QSR, and non-essentials like electronics/electrical appliances.

Small businesses are not the only entities taking advantage of the e-commerce boom. For instance, during the recent movement restrictions occasioned by the outbreak of the Coronavirus (COVID-19) in Nigeria, Jumia kept many MSMEs afloat by bridging the supply gap through partnership with international brands such as Reckitt Benckiser, Coca-Cola, Unilever, and Procter & Gamble. It also ensured fair pricing while it waived commissions on products thereby helping consumers to get essentials at the lowest prices delivered to them.

The outbreak of COVID-19 brought to the fore the indispensable role of e-commerce as consumers across Africa relied on its delivery system to access essential products. There was never a time in the history of Africa – until now – that e-commerce has become extremely relevant to the everyday lives of Africans.

Jumia did not disappoint its consumers in this regard. The company launched swiftly into action by launching various initiatives that will provide consumers access to essentials, guarantee safety of the delivery agents and the consumers and ensure the safety of its frontline workers.

A few of the initiatives included Contactless Delivery, Contactless Payment via JumiaPay, partnerships with many brands with essential products, heroes funds for frontline workers, donated 100,000 CE certified facemasks to the Federal Ministry of Health, provided free advert slots to the same Ministry for sensitization campaigns, and many more. During the 3 months lockdown in Nigeria, Jumia saw orders skyrocket, proving that it has become more relevant to the lives of the Nigerian consumers.

Restaurants were mostly affected by the restriction in movement, as customers couldn’t dine in, thereby shrinking the revenue of many quick service restaurants and high profile intercontinental restaurants.

Jumia Food’s partnership kept over hundreds of Quick Service Restaurants and diners ongoing while delivering through Jumia’s contactless delivery channel, healthy meals to millions of families and employees, who were observing stay-at-home order and keeping social distancing, thereby eliminating physical contact and reducing person-to-person transmission of COVID-19.

In the same vein, JumiaPay, which is the fintech product of Jumia, has been offering consumers safe, convenient and secure ways to pay for products on the platform, recharge airtime and pay utility bills from the comfort of their homes.

Customers are finding it more convenient to do financial transactions seamlessly. The relevance of digital payment has become extremely important since the outbreak of COVID-19, as the virus can be transmitted via cash exchange.

The growth of Nigerian MSMEs has always been one of the most important commitments for Jumia. It’s yet again another anniversary for the company. It is not at all surprising that the theme of its anniversary this year is “Stronger Together” – a catchphrase that quickly underscores the symbiotic relationships among the various stakeholders of the company, while taking a retrospective look at how far they’ve come in building the engine of online commerce in Nigeria.

It is indeed a fitting theme to underscore the unique relationship between Jumia and the sellers on the platform, between Jumia and millions of consumers in Nigeria, between Jumia and its over 5,000 employees in Africa, between Jumia and its host communities.

With forecast that e-Commerce sales will reach 17.5 percent of retail sales worldwide by 2021, and the evolving new normal, analysts believe that the potential of e-Commerce platforms like Jumia serving as the powerhouse of logistics value chain and fintech revolution in Nigeria, and indeed Africa, is limitless.

Ezedi Udom, a Business Communications Expert, writes from Lagos

Dipo Olowookere is a journalist based in Nigeria that has passion for reporting business news stories. At his leisure time, he watches football and supports 3SC of Ibadan. Mr Olowookere can be reached via [email protected]

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Who Says Value Deals Are Only for December?

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Ever noticed how brands bombard you with discounts in November and December? Then January rolls around, and suddenly, it’s full price everywhere—right when your wallet needs some tender loving care the most.

Let’s face it: The first three months of the new year is for financial recovery. School fees are due, rent is knocking, and that December salary seems to have vanished faster than your New Year’s resolutions. But here’s the real question: Why should amazing deals only happen towards the end of the year?

While other brands are busy recovering from their year-end spending, GOtv is here saying, “Hold up—let’s make the new year interesting.” Here’s a deal that makes actual sense when your pocket needs it most: Step Up Once, Get Twice the Entertainment.

Here’s how the offer works: When you subscribe to a package higher than your current one, GOtv automatically upgrades you to the next tier for free. That means if you’re on Jinja, pay for Jolli and enjoy Max; if you’re on Jolli, pay for Max and enjoy Supa; and if you’re on Max, pay for Supa and enjoy Supa Plus.

Why This Deal Is a Game-Changer

Perfect for The New Year Blues: The festivities are over, and everyone’s indoors more, making this the ideal time for quality entertainment.

Family Time Is Back on Track: With the kids back to school and routines resuming, this deal ensures your family has more options and great shows to bond over after a long day.

Smart Financial Choice: Let’s be honest—January is about budgeting smarter, and this offer gives you maximum value for less.

While others are nursing their financial December hangovers, you could be levelling up your home entertainment, making a wise money move, and creating meaningful family moments.

So, what are you waiting for? Step up now to unlock a world of exciting and entertaining programs. To upgrade, subscribe, or reconnect, simply download the MyGOtv app or dial *288#. To catch up and for on-the-go viewing, don’t forget to download the GOtv Stream App and enjoy your favourite shows anytime, anywhere.

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Be Your Own Valentine: A Self-love Guide

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Valentine’s Day is almost here, and let’s be real – it’s practically a Hallmark holiday wrapped in chocolates, flowers, and candlelit dinners. No matter how much we try to dodge it, we can’t escape the reminder that love is in the air. And while we’re all wrapped up in celebrating the love we share with partners, friends, and family, there’s one kind of love that often gets shoved in the backseat, and that’s self-love.

It’s the one we often forget to shower with the same enthusiasm. But honestly, if you don’t love yourself first, how can anyone else?

In a world where everyone’s relationship status is practically flashing in neon lights, it’s easy to get sucked into the idea that being in a relationship is the ultimate goal. That finding “the one” is the magic ticket to happiness. We’ve all been sold this story that being with someone else is what completes us, like we’re some sort of puzzle missing that one last piece.

But here’s the plot twist: the real secret to happiness isn’t about someone else – it’s about what’s already inside you.

This Valentine’s Day, why not give yourself a little extra love? Temu is an affordable way to shop for all the goodies that bring your self-care vision to life. Temu is known for offering quality products at competitive prices by cutting out middlemen and their markups. Since its U.S. launch in September 2022, the direct-from-factory marketplace has expanded to 90 markets worldwide, becoming one of the most visited e-commerce sites and a top Apple recommended app of 2024. From candles to journals, and everything in between, you’ll find a wide range of quality products to create a space that celebrates you. After all, self-love isn’t just a feeling – it’s something you can nurture with every choice you make.

The secret ingredient

In a world where the hustle never stops, self-care has gone from a nice-to-have to an absolute must. It’s not just some trendy buzzword. It isn’t selfish, it’s vital.

Ladies, show yourselves some love with a pampering routine. Unwind with a refreshing cooling gel eye mask to soothe tired eyes, followed by a mani-pedi to give those nails some much-needed attention. Treat your feet to a relaxing soak with essential oils, and complete your at-home spa experience with a gift basket filled with delightful treats

Men, remember self-care is for you, too. Prioritise your well-being with a dedicated grooming routine. A grooming essentials kit provides everything you need for a polished look, from trimming tools to skincare must-haves.

It’s about taking care of your mental, emotional, and physical well-being, because how can you pour from an empty cup?

Self-care doesn’t have to be complicated

Self-care doesn’t have to mean expensive spa days or hours spent meditating  (though if that’s your thing, go for it!). It’s really about checking in with yourself and taking small steps to nurture your well-being. It’s about being intentional in the way you care for your mind, body, and spirit.

Here are a few simple self-care practices to try this Valentine’s Day (and beyond):

  1. Take time for yourself

Whether it’s 10 minutes with a cup of tea or an hour curled up with your favourite book, make sure to carve out time for yourself. Moments of solitude are where you can recharge and reconnect with your inner peace.

  1. Move your body

Exercise is a game-changer. It doesn’t have to be a full-on workout session; the key is finding something that feels good to you. Whether it’s a leisurely walk in the park, a calming yoga flow, or even dancing around your living room like nobody’s watching – just move!

  1. Set boundaries

One of the most loving things you can do for yourself is set boundaries. Protect your time, energy, and peace by learning to say no when necessary. You don’t have to please everyone. Your well-being is worth protecting.

  1. Practice gratitude

Take a few moments each day to reflect on what you’re grateful for. Gratitude shifts your perspective and helps you focus on the positive in your life.

  1. Invest in your growth

Whether it’s diving into a new hobby, enrolling in an online course, or simply taking a moment to reflect on your goals, doing things that light you up and challenge your mind will leave you feeling empowered and oh-so-fulfilled.

And here’s a little pro tip: a self-care daily planner from online marketplaces like Temu is like having your own personal cheerleader, waving pom-poms every time you make time for yourself. It helps you carve out those precious moments, inspires you to be mindful, and gently reminds you that your well-being deserves the spotlight. With a trusty planner by your side, self-care goes from a random afterthought to a fun daily ritual.

Go on, fall in love with yourself

This Valentine’s Day (and beyond), focus on nurturing the most important relationship you’ll ever have: the one with yourself. You are the star of your own life, and you absolutely deserve to put your happiness and well-being front and center.

Self-care is about showing up for yourself, being kind to your soul, and making choices that set you up for long-term happiness. When you do that, not only will you feel amazing, but your relationships  (romantic or otherwise)  will thrive because you’re coming from a place of strength, self-love, and authenticity.

So, go on, give yourself the love you deserve.

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Do All Fintechs Have a Responsibility to Ensure Positive Social Impact?

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Zama Ndlovu Onafriq

By Zama Ndlovu

Positive social impact is often only associated with governments or NGOs, organisations which are doing good without the motivation of profit or brand. However, fintechs are oftentimes uniquely positioned to solve social issues through providing access to services, improved user experience and education.

Using various fintech products, consumers can gain a better understanding of their financial situation. Products like savings pots, investment platforms and as well access to loans can all lead to financial freedom for those without it.

In developing countries, fintechs are particularly responsible for social impact as there are often wider gaps to fill. Many communities are underbanked, which limits their access to other formal financial services such as savings, insurance and formal loans, ultimately limiting them to expensive informal products if that. Additionally, in some markets, policymakers are prioritising digitisation of payments to ease the implementation of a number of their policy objectives such as financial surveillance and lowering the cost of printing money. Fintechs can provide e-money products and facilitate digital transactions more cheaply than traditional players because of their leaner operating models.

Although not all companies will prioritise people over product or profit, in 2025, the world’s leading fintech companies will play a vital role in solving key societal issues and increasing global financial inclusion.

What sets a truly ‘fintech for good’ company apart from the rest?

Fintechs have the power to do good, but for a company to label itself ‘for good,’ this must be a key business priority. For many companies, social responsibility can feel like a ‘tick-box’ exercise to improve public perception. However, in a truly socially responsible fintech, the drive to improve lives and solve real-world problems is at the core of its business model, playing a role in every aspect of decision-making.

From planning and product design to branding and strategy, every part of a socially responsible fintech’s strategy should be driven by its overall mission to solve a meaningful problem for individuals and businesses.

At some stages, this will require tough decisions. For example, if a company wants to reach individuals in underserved or unserved rural communities, it must offer affordable and user-friendly products to facilitate financial inclusion. Although this may initially make a dent in profits as the products are cheaper, in the long run, the company will have a better social impact and will be suitable for a greater number of consumers. On the other hand, the company must make decisions it cannot make today because if it doesn’t consider profitability at all, it will not be sustainable in the long run.

 What challenges will fintechs need to overcome to have a positive social impact?

Fintech leaders who are determined to do good must consistently focus on bringing the right people along on their journey. They can do this by highlighting the long-term benefits of creating ethical products with social impact, fostering financial inclusion and sustained awareness.

Creating socially responsible products can be challenging, as different stakeholders often have their own priorities and prejudices which shape their personal goals, but when everyone is truly brought in on the common mission, finding each other in decision-making is easier.

Nevertheless, when it comes to dealing with investors and board members, fintech leaders must balance their social impact ambitions with profitability, useability and affordability, to essentially ensure that their products can survive in a competitive market.

Zama Ndlovu is the Group Head of Corporate Communications and Marketing at Onafriq

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