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Tearing Down Barriers for Growth of African Rural e-Commerce

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By Josephine Wawira

The rise and growth of e-commerce in the world and primarily in Africa has created a lot of business opportunities, not only in urban but also in rural areas. The good news is that there is undoubtedly increased connectivity, reaching even the previously inaccessible remote villages across the continent and connecting them with e-commerce.

Over the past approximately three years, the market has been noted to move substantially in the direction of developing logistics meant to tear down barriers for e-commerce penetration in rural markets. Consequently, online retailers can now reach customers in remote cities, while locals have access to a variety of products from major urban cities.

While over 50% of the world is now connected to the internet, only 36% of the African population is, and even more poorly served are rural areas. This penetration rate is, however, increasing across Africa, and together with that of the mobile (now at about 80%), represent a potentially major growth lever as well as a significant growth opportunity for e-commerce to serve this otherwise underserved demographic. With this in mind, it is important for e-commerce players to eliminate roadblocks that hinder the penetration of the rural economy.

Fulfilling the needs of the rural e-commerce consumer requires bespoke approaches, that will especially break the mistrust around online commerce. For instance, e-commerce players need to provide digital literacy programs toward educating users around online purchase processes.

Moreover, platforms should incorporate several local languages in the markets they operate in; which should also be the case for their customer service departments to drive better conversations and connection with the customers.

Understanding local languages will also come in handy when carrying out ground activations for new customers and vendors looking to move their businesses online.

Consumers with varying spending powers require provision for more diversified products to choose from. In an article she wrote for the UNCTAD in October 2018, Juliet Anammah, CEO Jumia Nigeria noted that “the reach of digital platforms can no longer be contained and captured by a small group to the exclusion of others.

“The primary means by which digital drives inclusion is via providing accessible information on products, services and price as well as connecting buyers and sellers who may never have connected through traditional channels.”

Variety is key, and it thus requires breaking down your target markets and understanding their consumption behaviours to fully meet their needs and expectations.

Truth is, to successfully make in-roads in reaching and gaining the trust of rural consumers, e-commerce players must continuously remain innovative.

One such company piloting diverse strategies to reach and activate rural eCommerce consumption is Jumia, operating in 14 African countries. 25% of deliveries made by Jumia are in remote areas, in regions where choices for products are extremely limited for consumers.

To achieve this, the Pan-African e-commerce platform is expanding into rural areas by building agent networks through its JForce program, allowing agents to traverse the cities and make purchases for their clients for a commission. Besides, it has also set up more than 380 pick-up stations and drop off locations to facilitate deliveries for sellers and consumers even in remote areas. Its recent partnership with Vivo Energy will enable more Jumia customers to place and pay for orders at select retail service stations, which will also double as pick up and drop off points.

Further, Jumia’s digital platform offers diversified services and products, from home appliances to electronics, mobiles, fashion apparels, fast-moving consumer goods (FMCGs) and on-demand services at relatively affordable prices. This has allowed them to attract every possible customer and vendor in the markets they operate.

With fulfilment and transport infrastructure being among barriers for the growth of rural e-commerce, Jumia comes up as one among companies working to smoothen out the delivery processes both in major cities and in remote areas that are otherwise difficult to access.

This is by building a well-established logistics system using Machine Learning, relying on GPS enabled delivery apps. Jumia logistics network includes 100+ partners ranging from individual entrepreneurs to large companies, enabling the company to handle over 13.4 million packages in 2018 across Africa.

Incorporating different payment methods has also enabled the e-commerce platform to gain the trust of more customers on the continent.

Cash on Delivery remains the most prefered method among online consumers, especially in rural markets that are highly-dependent on touch-and-feel. Rural mobile money agents have also pushed the growth of mobile payments in remote areas, further facilitating the spread of e-commerce even in places with major unbanked populations.

The intrinsic value in African rural e-commerce cannot be overlooked. The progressive success of early entrants of the market is a clear indication of the existing huge potential of this unexplored rural sector. The rising number of eCommerce users on platforms like Jumia further cements the need for more innovative ways to satiate the growing needs of a more diverse African consumer.

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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Designing Africa’s Power Systems for Reality, not Abstraction

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Louis Strydom Wärtsilä Energy

By Louis Strydom

Last year, I argued in my piece Lean Carbon, Just Power that a limited and temporary increase in African carbon emissions is justified to meet the continent’s urgent electrification needs.

That position was not a retreat from climate ambition. It laid out a credible lean-carbon pathway that reconciles power systems development realities with climate arithmetic.

The central question remains: not whether emissions must fall, but how much temporary headroom is tolerable to accelerate energy prosperity for a continent responsible for roughly 4% of global CO2.

The flexibility equation

The future of Africa’s electrification is neither “all renewables tomorrow” nor “gas indefinitely”. Intermittent renewables alone cannot power the continent’s fragile grids at scale.  Solar and wind require highly dispatchable power capacity to ensure the reliability of the system.

The real choice is not between renewables and fossil fuels in the abstract; it is between flexible firm power that complements solar and wind, and the de facto alternative: the increasing reliance on high-emissions diesel backup and widespread grid instability.

I argue that a realistic transition strategy must embrace “a capped carbon overdraft”: a strictly bounded, time-limited deployment of flexible power plants running on gas that supports the deployment of renewables and declines according to a binding schedule. This strategy means accepting minimal, temporary emissions to allow for a faster, cleaner and more resilient clean transition.

The response to this argument drew serious scrutiny. Three objections deserve a direct answer.

First: Does the case for flexible thermal power hold on a full life cycle basis?

It does. Our power system studies in Nigeria, Mozambique, and Southern Africa consistently reach the same conclusion – the least-cost long-term system is renewables-led, with flexible engines balancing variability. That holds across capital, fuel, maintenance, carbon pricing, and decommissioning. South Africa’s Integrated Resource Plan 2025, approved in October, makes the point concretely: it projects 105 GW of new capacity by 2039 with renewables as backbone, yet includes 6 GW of gas-to-power by 2030 explicitly for grid stability. Even the continent’s most industrialised economy concludes it needs dispatchable thermal capacity to underpin a renewables-heavy system. The question is not whether firm power is needed, but how to make it as clean and flexible as possible.

Second: Does this argument talk over Africa’s ambition to leapfrog fossil fuels?

No. It is designed around that ambition. Wärtsilä launched the world’s first large-scale 100% hydrogen-ready engine power plant concept in 2024, certified by TÜV SÜD, with orders opening in 2025. Ammonia engine tests now demonstrate up to 90% greenhouse gas reductions versus diesel. These are not roadmaps. They are ready-to-use technologies. The honest difficulty is timing. Sub-Saharan grids averaged 56 hours of monthly outages in 2024. The African diesel generator market is growing at nearly 7% a year, projected to reach 1.3 billion dollars by 2030. Nigerian businesses spend up to 40% of operational costs on fuel for backup power. That is the real counterfactual – not a continent neatly powered by sun and wind, but a billion-dollar diesel habit deepening every year the grid stays unreliable. Even Germany is tendering 10 GW of hydrogen-ready gas plants with mandated conversion by 2035 to 2040. If Europe’s largest economy needs transitional thermal flexibility to backstop an 80% renewables target, insisting low-income African nations skip that step is not climate leadership. It is development deferred.

Third: Does the carbon comparison include full life cycle methane?

It must. Methane leakage materially worsens the climate profile of gas-to-power because methane is a far more potent greenhouse gas than CO₂. If leakage exceeds a few per cent of production, gas loses its advantage over coal on a 20-year timeframe.

But the IEA notes that 40% of fossil methane emissions could be eliminated at no net cost with existing technology. My claim that gas has a lower footprint than coal is conditional on aggressive methane management – eliminating flaring and venting, enforcing measurement under frameworks like the EU Methane Regulation and OGMP 2.0. Without those conditions, the arithmetic fails. But the real choice in most African markets is not between pristine gas and pristine renewables. It is between ageing coal, a growing fleet of unregulated diesel generators, and new fuel-flexible plants that start or transition to gas and convert to hydrogen or ammonia on a contractual schedule. Displacing diesel and coal with well-managed gas in future-fuel-ready engines cuts CO₂, local pollution, and water use now, while building the infrastructure for fuels that eliminate fossil dependence.

The critics are right to demand rigour, full life cycle accounting, methane transparency, and credible timelines. Those are exactly the conditions that make a lean-carbon pathway work. Africa does not seek permission to pollute. It seeks the tools to end energy poverty while peaking emissions early and declining fast. Build engine power plants that run on available fuel today. Mandate their conversion tomorrow. The carbon overdraft stays small. The payback stays fast. And the technology to switch to sustainable fuels is already here.

Louis Strydom is the Director of Growth and Development for Africa and Europe at Wärtsilä Energy

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#LifeAfterLebaran: 5 WhatsApp Hacks to Stay Close with Family After Eid

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WhatsApp Hacks

You’re back home after mudik (homecoming), the suitcases are unpacked, and the excitement of being with family for Eid already feels like a long time ago. But just because Eid is over doesn’t mean the special connection of being with family has to fade. Here are the best group chat features for beating the post-Raya blues.

  1. Keep The Vibe Going by Sharing Ramadan Highlights

  • Keep the Memories Rolling with Status: Your Status feed doesn’t have to go quiet just because you’re back home. Post the most memorable throwback photos from the Eid reunion and add questions to spark responses like “What was your favourite Raya dish?” Add music and stickers to Status to keep the energy alive.

  • Express Yourself with Text Stickers: Turn inside jokes, family slogans, or a favourite Eid quote into a Text Sticker. It’s a quick, personalised way to add some warmth and humour to the group chat.

  • Skip the Stock Cards, Use Meta AI for a Personal Touch: Don’t just send a generic “Hi” or “Good morning” in the family chat. Use Meta AI to make your personalised greeting card or quickly transform a single photo into an animated image to send a heartfelt, animated check-in.

  1. Schedule The Next Reunion

  • Plan Your Next Post-Raya Get-Together: The blues often hit when the fun ends. Keep spirits up by creating a new Event in the group chat right away. Add event reminders so everyone doesn’t miss the opportunity to connect.

  • Schedule a Call, Don’t Just Say “Call Me”: Carry on the family tradition of staying connected, even when you’re miles apart. Tap + then Schedule a call in the Calls tab to lock in a regular “Post-Raya Check-in” video call. Send a reminder so everyone can join on time.

  1. Keep the Raya Spirit Alive by Getting Everyone Involved

  • Assign yourself a fun “tag” in the family group: Are you the one who always ends up cooking? Or the one who plans the itinerary for family trips? Or the master of GIFs who keeps everyone amused? Use the Member Tag feature in the group to give yourself a witty, funny, or practical role—”Next Event Planner” or “Tech Support Guru,” maybe?. Member tags can be customised for each group you’re in.

  • Share a Spontaneous ‘I Miss You’ Video: Did you just see something that reminded you of the reunion? Press and hold the camera icon to record a spontaneous Video Notes message. It’s faster than typing and instantly brings warmth and real-time emotion back into the group.

  1. Digital Hugs: Making the Long-Distance Moment Count

  • Share a Moving Memory: Don’t just send a still photo. Share a Live or Motion Photo to capture the ambient sound and movement of a recent Eid moment. It makes your memories feel more vivid, personal, and real—a perfect antidote to feeling disconnected.

  • Your Group Chat Background: Create a vibe with Meta AI: Don’t settle for a plain background for your family group chat. Use Meta AI to generate unique, custom chat wallpapers that reflect something uniquely memorable to your family: be it food, travel or a sport that unites everyone. Every time you open the chat, you’ll feel the warmth, not the distance.

  1. Make Sure No One Misses Out

No More FOMO: Send the Conversation History: Just added a family member who couldn’t make it to mudik? When adding a new member, you can now send up to 100 recent messages with the Group Message History feature. No need to recap; let them catch up instantly and feel included from the first tap.

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4 Ways AI is Changing How Nigerians Discover Businesses

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Olumide Balogun Google West Africa

By Olumide Balogun

Nigerians are natural explorers. Whether finding the best supplier in Balogun market, hunting down a recipe for party jollof, or looking for the most affordable flight out of Lagos, we are always searching.

Today, human curiosity is expanding, and the way Nigerians express it is evolving. We are speaking to our phones, snapping photos of things we like, and asking incredibly complex questions. For the Nigerian business owner, understanding this shift is a massive opportunity to get discovered by eager customers.

Here are four ways AI is rewriting how Nigerians search, along with simple steps to ensure your business is exactly what they find.

1. Visual Discovery is the New Normal

People are increasingly using their cameras to discover the world around them. Picture someone spotting a brilliant pair of sneakers in traffic and wanting to know exactly where to buy them. Today, shoppers simply take out their phones and search visually.

Tools like Google Lens now process over 25 billion visual searches every single month, and many of these searches are from people looking to make a purchase.

How to adapt: Your product’s visual appeal is paramount. Make sure you upload clear, high-quality images of your products to your website and social media. When a customer snaps a picture of a bag that looks like the one you sell, having great photos ensures your business pops up in their visual search results.

2. Conversations Replace Simple Keywords

Shoppers are asking highly nuanced, conversational questions. They are typing queries like, “Where can I find affordable leather shoes in Ikeja that are open on Sundays and do home delivery?”

To handle these detailed questions, new features like AI Overviews act like a superfast librarian that has read everything on the web. It provides users with a perfectly organised summary and links to dig deeper.

How to adapt: Answer your customers’ questions before they even ask. Create detailed, helpful content on your website and fully update your Google Business Profile. List your opening hours, delivery areas, and unique services clearly. This ensures the technology easily finds your details and recommends your business when a customer asks a highly specific question.

3. Intent Matters More Than Exact Words

Predicting every single word a customer might use to find your product is a huge task for any business owner. Thankfully, modern search technology focuses on the underlying need behind a search.

If someone searches for “how to bring small dogs on flights,” AI understands that the person likely needs to buy an airline-approved pet carrier. The technology looks at the true intent of the shopper.

How to adapt: You no longer need to obsess over guessing exact keywords. By using AI-powered campaigns, you allow the technology to understand your products and match them to the customer’s true needs. Your business will show up for highly relevant searches, bringing you customers who are actively looking for solutions you provide.

4. Smart Assistants Handle the Heavy Lifting

Running a business in Nigeria requires incredible hustle. Managing digital marketing on top of daily operations takes significant time and energy. The next frontier in digital advertising introduces agentic capabilities, which hold a simple promise of delivering better results for your business with much less effort.

The technology now acts as your personalised assistant.

How to adapt: You can simplify your marketing by using the Power Pack of AI-driven campaigns, including Performance Max. You simply provide your business goals, your budget, and your creative assets like photos and videos. The AI automatically finds new, high-value customers across Google Search, YouTube, and the web. It adapts your ads in real time to match exactly what the shopper is looking for, allowing you to focus on running your business.

The language of curiosity is constantly expanding. Nigerians are discovering brands in entirely new ways using cameras, voice notes, and highly specific questions. By understanding these behaviours and embracing helpful AI tools, you can let the technology connect eager customers directly to your digital doorstep.

Olumide Balogun is a Director at Google West Africa

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