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Much Ado About Challenges & Prospects of E-commerce Growth in Africa

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By Austin Ayaosi

Since the advent of electronic commerce (otherwise referred to as e-commerce) in Nigeria in 2012, one can safely say that there has been a steady growth trajectory in that sector overtime.

Nigeria’s Experience

For a sector largely driven by innovation within the financial system and more importantly, the information and communication technology (ICT), Nigeria’s voyage into that space has been rather momentous.

It is, however, instructive to know that the advent of e-commerce didn’t just happen out of the blues. With the benefit of hindsight, the precursors of e-commerce in the West including the Amazon, Alibaba, and a host of others, wanted to do away with the traditional platforms for commerce made up of the brick and mortar, which in their own thinking was no longer serving them well, and therefore they felt compelled to lead a rather uncharted territory which, in their own estimation, could still deliver even greater value.

While acknowledging the fact that e-commerce has come a long way as far as its operational activities are concerned in more advanced economies where ICT infrastructure is not taken for granted, the same cannot be said of Nigeria, where it faced several teething problems.

The Upsurge in E-commerce Activities in Nigeria

Many players came into this space but sadly, not many of them are still around today. However, the recent upturn in e-commerce enterprises across Africa is believed to be revolutionizing in not just the retail market but also business in general.

As of July 2019, Nigeria had a population of 198 million people, of which 112 million were Internet users, placing the penetration rate at 56 percent, according to the Jumia Mobile Report.

According to McKinsey, the Nigerian e-commerce sector was estimated to be worth $13 billion in 2018 and is projected to reach $75 billion in revenues per annum by 2025.

Interestingly, some of the rave-making online shopping stores in Nigeria in terms of service, excellence, coverage, and popularity include the following: Jumia, Konga, and Payporte.

A recent independent study and field survey by the Africa Internet Group through listed Senegal, Kenya, Morocco, Mozambique, Nigeria, South Africa, and Ghana as the top seven African countries gaining momentum in e-commerce.

Africa Internet Group is a shareholder in online retailer Jumia and nine other e-ventures but Jumia, however, remains its best-known venture. Since its inception in Lagos in 2012, Jumia now operates in 11 African countries selling everything from diapers to iPhones and microwaves.

In 2016, the venture-funded company reached a billion-dollar valuation and reported revenues of $149.6 million in 2018. In April 2019, Jumia listed on the New York Stock Exchange (NYSE) at a valuation of $1.1 billion and recorded a surge in sales arising from its NYSE debut.

Konga was set up in 2012 as a competitor to Jumia, selling a wide range of products from home appliances to groceries. It merged with Yudala in May 2018 but continued to operate under the Konga brand name.

It has been recorded by an online researcher, e-marketer, that while online retail in the US and China is growing at 12 percent and 20 percent respectively, it is less than one percent in Africa.

The slow growth of e-commerce in Africa is due to the many challenges facing the Continent. Notable among the challenges are the issues of funding and logistics. Also identified is the issue of the continent’s non-existent legal framework to regulate e-commerce.

In Nigeria, some of the logistics challenges include poor road networks and traffic gridlock which are predominant in most commercial cities in Nigeria. This is also the reason why it takes between five to seven days for some major players to deliver goods to customers.

The lack of basic infrastructure, power supply, and expensive broadband internet greatly inhibit the rapid growth of e-commerce. Nigeria’s erstwhile notoriety for online fraud has further hindered growth. However, Jumia introduced its own payment platform JumiaPay a few years to counter this challenge and reassure consumers on its platform of the safety and security of their financial details.

Thankfully, the sector which was hitherto unregulated, with room for impunity now has extant laws to guide its operations.

In 2015, the Federal Government signed the Cybercrime Bill into law to prohibit and prevent fraud in electronic commerce. The purpose of the Cybercrimes Act of 2015 extends beyond prohibiting, preventing and criminalizing online fraud, but also prescribes punishments and sets the institutional framework for enforcement. The goal is to protect e-business transactions, company copyrights, domain names and other electronic signatures in relation to electronic transactions in Nigeria.

Irrespective of the problems identified above, there are tremendous opportunities for e-commerce growth and investment in Nigeria. The ease with which the evolving middle class in Nigeria has access to internet-ready devices – affordable smartphones, tablets, phablets, and computers – is complementary to the growth of e-commerce.

There is enough room for investors (local and foreign) to tap into the buoyant e-commerce space in the country. For instance, Jumia and Facebook partnered last year to train a handful of people on how e-commerce works and how they can start selling online. The creation of digital jobs and services platforms in the country would augur well both for Nigerian youths and investors. And it is commendable to see that Jumia is already committed to this cause.

In the retail and consumer products sector, while many wealthy Nigerians still travel abroad for their shopping, the key market target is the evolving middle class in Nigeria. There is a rapid transition of the low-income class level to the middle-class level, and with the growing population of the country, the market is large and opportunities abound for investors in Nigeria’s e-commerce space.

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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The Future of Payments: Key Trends to Watch in 2025

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By Luke Kyohere

The global payments landscape is undergoing a rapid transformation. New technologies coupled with the rising demand for seamless, secure, and efficient transactions has spurred on an exciting new era of innovation and growth. With 2025 fast approaching, here are important trends that will shape the future of payments:

1. The rise of real-time payments

Until recently, real-time payments have been used in Africa for cross-border mobile money payments, but less so for traditional payments. We are seeing companies like Mastercard investing in this area, as well as central banks in Africa putting focus on this. 

2. Cashless payments will increase

In 2025, we will see the continued acceleration of cashless payments across Africa. B2B payments in particular will also increase. Digital payments began between individuals but are now becoming commonplace for larger corporate transactions. 

3. Digital currency will hit mainstream

In the cryptocurrency space, we will see an increase in the use of stablecoins like United States Digital Currency (USDC) and Tether (USDT) which are linked to US dollars. These will come to replace traditional cryptocurrencies as their price point is more stable. This year, many countries will begin preparing for Central Bank Digital Currencies (CBDCs), government-backed digital currencies which use blockchain. 

The increased uptake of digital currencies reflects the maturity of distributed ledger technology and improved API availability. 

4. Increased government oversight

As adoption of digital currencies will increase, governments will also put more focus into monitoring these flows. In particular, this will centre on companies and banks rather than individuals. The goal of this will be to control and occasionally curb runaway foreign exchange (FX) rates.

5. Business leaders buy into AI technology

In 2025, we will see many business leaders buying into AI through respected providers relying on well-researched platforms and huge data sets. Most companies don’t have the budget to invest in their own research and development in AI, so many are now opting to ‘buy’ into the technology rather than ‘build’ it themselves. Moreover, many businesses are concerned about the risks associated with data ownership and accuracy so buying software is another way to avoid this risk. 

6. Continued AI Adoption in Payments

In payments, the proliferation of AI will continue to improve user experience and increase security.  To detect fraud, AI is used to track patterns and payment flows in real-time. If unusual activity is detected, the technology can be used to flag or even block payments which may be fraudulent. 

When it comes to user experience, we will also see AI being used to improve the interface design of payment platforms. The technology will also increasingly be used for translation for international payment platforms.

7. Rise of Super Apps

To get more from their platforms, mobile network operators are building comprehensive service platforms, integrating multiple payment experiences into a single app. This reflects the shift of many users moving from text-based services to mobile apps. Rather than offering a single service, super apps are packing many other services into a single app. For example, apps which may have previously been used primarily for lending, now have options for saving and paying bills. 

8. Business strategy shift

Recent major technological changes will force business leaders to focus on much shorter prediction and reaction cycles. Because the rate of change has been unprecedented in the past year, this will force decision-makers to adapt quickly, be decisive and nimble. 

As the payments space evolves,  businesses, banks, and governments must continually embrace innovation, collaboration, and prioritise customer needs. These efforts build a more inclusive, secure, and efficient payment system that supports local to global economic growth – enabling true financial inclusion across borders.

Luke Kyohere is the Group Chief Product and Innovation Officer at Onafriq

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Ghana’s Democratic Triumph: A Call to Action for Nigeria’s 2027 Elections

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In a heartfelt statement released today, the Conference of Nigeria Political Parties (CNPP) has extended its warmest congratulations to Ghana’s President-Elect, emphasizing the importance of learning from Ghana’s recent electoral success as Nigeria gears up for its 2027 general elections.

In a statement signed by its Deputy National Publicity Secretary, Comrade James Ezema, the CNPP highlighted the need for Nigeria to reclaim its status as a leader in democratic governance in Africa.

“The recent victory of Ghana’s President-Elect is a testament to the maturity and resilience of Ghana’s democracy,” the CNPP stated. “As we celebrate this achievement, we must reflect on the lessons that Nigeria can learn from our West African neighbour.”

The CNPP’s message underscored the significance of free, fair, and credible elections, a standard that Ghana has set and one that Nigeria has previously achieved under former President Goodluck Jonathan in 2015. “It is high time for Nigeria to reclaim its position as a beacon of democracy in Africa,” the CNPP asserted, calling for a renewed commitment to the electoral process.

Central to CNPP’s message is the insistence that “the will of the people must be supreme in Nigeria’s electoral processes.” The umbrella body of all registered political parties and political associations in Nigeria CNPP emphasized the necessity of an electoral system that genuinely reflects the wishes of the Nigerian populace. “We must strive to create an environment where elections are free from manipulation, violence, and intimidation,” the CNPP urged, calling on the Independent National Electoral Commission (INEC) to take decisive action to ensure the integrity of the electoral process.

The CNPP also expressed concern over premature declarations regarding the 2027 elections, stating, “It is disheartening to note that some individuals are already announcing that there is no vacancy in Aso Rock in 2027. This kind of statement not only undermines the democratic principles that our nation holds dear but also distracts from the pressing need for the current administration to earn the trust of the electorate.”

The CNPP viewed the upcoming elections as a pivotal moment for Nigeria. “The 2027 general elections present a unique opportunity for Nigeria to reclaim its position as a leader in democratic governance in Africa,” it remarked. The body called on all stakeholders — including the executive, legislature, judiciary, the Independent National Electoral Commission (INEC), and civil society organisations — to collaborate in ensuring that elections are transparent, credible, and reflective of the will of the Nigerian people.

As the most populous African country prepares for the 2027 elections, the CNPP urged all Nigerians to remain vigilant and committed to democratic principles. “We must work together to ensure that our elections are free from violence, intimidation, and manipulation,” the statement stated, reaffirming the CNPP’s commitment to promoting a peaceful and credible electoral process.

In conclusion, the CNPP congratulated the President-Elect of Ghana and the Ghanaian people on their remarkable achievements.

“We look forward to learning from their experience and working together to strengthen democracy in our region,” the CNPP concluded.

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The Need to Promote Equality, Equity and Fairness in Nigeria’s Proposed Tax Reforms

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By Kenechukwu Aguolu

The proposed tax reform, involving four tax bills introduced by the Federal Government, has received significant criticism. Notably, it was rejected by the Governors’ Forum but was still forwarded to the National Assembly. Unlike the various bold economic decisions made by this government, concessions will likely need to be made on these tax reforms, which involve legislative amendments and therefore cannot be imposed by the executive. This article highlights the purposes of taxation, the qualities of a good tax system, and some of the implications of the proposed tax reforms.

One of the major purposes of taxation is to generate revenue for the government to finance its activities. A good tax system should raise sufficient revenue for the government to fund its operations, and support economic and infrastructural development. For any country to achieve meaningful progress, its tax-to-GDP ratio should be at least 15%. Currently, Nigeria’s tax-to-GDP ratio is less than 11%. The proposed tax reforms aim to increase this ratio to 18% within the next three years.

A good tax system should also promote income redistribution and equality by implementing progressive tax policies. In line with this, the proposed tax reforms favour low-income earners. For example, individuals earning less than one million naira annually are exempted from personal income tax. Additionally, essential goods and services such as food, accommodation, and transportation, which constitute a significant portion of household consumption for low- and middle-income groups, are to be exempted from VAT.

In addition to equality, a good tax system should ensure equity and fairness, a key area of contention surrounding the proposed reforms. If implemented, the amendments to the Value Added Tax could lead to a significant reduction in the federal allocation for some states; impairing their ability to finance government operations and development projects. The VAT amendments should be holistically revisited to promote fairness and national unity.

The establishment of a single agency to collect government taxes, the Nigeria Revenue Service, could reduce loopholes that have previously resulted in revenue losses, provided proper controls are put in place. It is logically easier to monitor revenue collection by one agency than by multiple agencies. However, this is not a magical solution. With automation, revenue collection can be seamless whether it is managed by one agency or several, as long as monitoring and accountability measures are implemented effectively.

The proposed tax reforms by the Federal Government are well-intentioned. However, all concerns raised by Nigerians should be looked into, and concessions should be made where necessary. Policies are more effective when they are adapted to suit the unique characteristics of a nation, rather than adopted wholesale. A good tax system should aim to raise sufficient revenue, ensure equitable income distribution, and promote equality, equity, and fairness.

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