I doubt Nigeria’s e commerce addressable market size is the issue.
Oo Nwoye
132

I followed your tweets. You have interesting insights. I’ll show you another side.

Let’s call e-commerce a pie. Jumia, Konga etc are wrestling for who owns the larger piece of this pie. With a fixed mindset (vs a growth mindset), the rational thing to do is advertise and manipulate and increase your share of the pie. Right?

Wrong. Instead, they should be trying to grow the size of the pie, rather than their share of it. This pie is cut out from an even bigger mould. An even bigger pie which represents the entire potential human population market. The most prominent market is by far, is still the informal market which is e-commerce’s biggest competition. I honestly don’t see anything wrong with the informal market because Nigerian e-commerce has not shown me a better side of the story.

So yes, you are both right.

1) Nigerian jack-of-all-trades e-commerce space may be too small (whatever the definition of small is). But that’s because they are addressing the wrong needs. Nigeria is not a high disposable income space. And that’s why I connect to what supermart.ng is doing with a focused store. As with all new endeavours, they need to grow the size of the pie by addressing what people value and are willing to pay for. Online. And here, it’s not slackbots and infantalized nano-nannies.

2) Infrastructure needs to be improved. You can’t get to Croatia in 24 hours without a plane, and a pilot who knows the way. You can’t expect the population majority to stream music on spinlet, if they have to pay for the streaming, and the data cost is not fixed.

With regard to your inability to find jeans, You must not be in the tech culture to find jeans. There are good Stores out there. We should face realities. We are not in Chicago.

3) Tailor your inventory to suit people’s needs. People don’t buy what they see, they buy what they need.

I don’t care much for Nigerian e-commerce, and it’s not my job to. It’s their job to make me care.

I think we are solving the wrong problems anyway.

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