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Why e-Commerce is on Path to Profitability in Nigeria

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SMEs leverage e-commerce

By Ayomide Oriade

Right from the market entry, the odds were hugely stacked against e-commerce on the continent of Africa. Despite the availability of huge markets such as Nigeria, Egypt, South Africa and Kenya, there were huge doubts regarding the needed technology, customer exposure and requisite infrastructure for effective e-commerce service delivery.

Like in many other African countries, Nigerian consumers were sceptical about e-payment services which were associated with e-commerce. People were grappling with unsuccessful transactions at automated machine stands and loads of complaints of debits on uncompleted transactions.

Till date, even offline shops experience instances where customers prefer cash over Point of sale (PoS) payment options. Added to this were issues bordering on quality, trust, internet penetration and logistics service deficits.

While the aforementioned issues are yet to be fully resolved, many will agree that recent events and COVID-19 experiences have shown that e-commerce can thrive in Nigeria.

Aside from the fact that preventive measures enforced by authorities further extolled the importance of technology-based connection and communication between people, businesses, organizations and processes, e-commerce platforms are being innovative in their service delivery which is rubbing off on their books and customer traction. Their exploits are validating the viability of e-commerce in Africa.

Customer Surge and Profitability

One major argument against e-commerce in Nigeria and Africa is the profitability of the business. The recently released Q2 2020 report by Africa’s leading e-commerce company, Jumia, showed improvement with an increase in gross profit and decrees in operating loss, representing significant progress on the path to profitability.

The report has it that Jumia’s gross profit increased by 38 per cent to €23.3 million in the second quarter of 2020, from €16.8 million in the second quarter of 2019, while operating loss reduced to €37.6 million in the second quarter of 2020, decreasing 44 per cent on a year-over-year basis.

Significantly, the company also made progress in usage growth, as the number of active customers; orders placed showed a significant increase for the quarter.

The report showed that annual active consumers reached 6.8 million, a year-over-year increase of 40 per cent, while orders on the platform grossed 6.8 million, a year-over-year increase of 8 per cent.

“We have made significant progress on our path to profitability in the second quarter of 2020, with Operating loss decreasing 44 per cent year-over-year to €37.6 million. This was achieved thanks to an all-time high Gross Profit after Fulfilment expense of €6.0 million and record levels of marketing efficiency with Sales & Advertising expense decreasing by 51 per cent year-over-year.

“We are navigating these uncertain times of COVID-19 pandemic with strong financial discipline and operational agility which positions us to emerge from this crisis stronger and even more relevant to our consumers, sellers and communities,” commented Jeremy Hodara and Sacha Poignonnec, Co-Chief Executive Officers of Jumia.

Improved Delivery System

Lack of structured national address systems and poor road infrastructure, increases the complexity of deliveries, thus making Last-mile delivery a major challenge in Nigeria. While global brands like eBay and Amazon had the luxury of the US existing logistics structure to ride on in their early years, Jumia, Konga and other African brands had to innovatively establish their own logistics and delivery network.

For instance, Jumia responded by using a learning machine to map out addresses delaying coordinates on deliveries and routes plied, such that as deliveries are made to customers, the mapping coverage improves and delivery routes are optimised. It is thus not surprising that Jumia Logistics and Konga’s

Kxpress has grown beyond servicing only businesses on its platform. Against all odds, Kasuwar Bello, is furthering the course of e-commerce in the North. The first Hausa e-commerce platform is the platform has been on for five years and is building a delivery vehicle, KB Express, for public packaging and delivery service.

Innovative payment solutions

E-payment platforms are crucial to the development and profitability of e-commerce. There has been a tradition of general resentment towards the internet payment system on the African continent, despite increasing craze for mobile technology among African youth.

Though most African e-commerce platforms have relied heavily on cash-on-delivery model, some are making efforts to move transactions towards proprietary payment systems. To encourage the shift, Jumia and Konga offer cashback when customers use their payment systems, JumiaPay and KongaPay respectively.

When Jumia presented its latest report, JumiaPay recorded development. Total payment value on the platform reached an all-time high of €53.6 million, a year-over-year increase of 106 per cent, while transactions on the platform also reached 2.4 million, a year-over-year increase of 36 per cent, representing 35.6 per cent on-platform penetration in terms of orders.

Relevance during COVID-19 lockdown

The impact induced by the COVID-19 lockdown continued to affect the business and it varied greatly from one country to the other.

In Nigeria and South Africa, Jumia faced significant disruption as a result of movement restriction. This disruption persisted during the early part of the second quarter of 2020, before gradually easing towards the later part of the quarter. Its operations were suspended in South Africa during the 2 months of the lockdown and in Nigeria, as they were allowed to deliver only essential products during the 2 weeks of lockdown period. Some of the actions taken by Jumia to support the government and its community included.

Its food delivery business, Jumia Food, which was negatively impacted by restaurant shutdowns starting mid-March, resumed normal operations in late May/early June in most cities where we operate the service.

In selected countries, including Morocco and Tunisia, where nationwide lockdowns were implemented, Jumia experienced a surge in volumes starting mid-March with sustained momentum throughout the second quarter of 2020.

Across all geographies, we have seen increased demand from brands and sellers to join and expand their business on our platform as the COVID-19 crisis further established e-commerce as an important route to market.

Going by the impact of COVID-19 on shopping culture and continuous effort of e-commerce platforms for service improvement, the conversation around e-commerce in Nigeria and Africa as a whole is shifting from that of impossibility to one with huge economic potential. And it can be safely said that this sector has the prospect of being a crucial contributor to the achievement of Nigeria’s digital economy projections.

Ayomide, a Public Relations Executive, writes from Lagos   

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The Future of Payments: Key Trends to Watch in 2025

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Luke Kyohere

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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ghana election 2024

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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tax reform recommendations

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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