In a recently released study published by GeoPoll, online shopping platform Jumia has emerged as the most dominant e-commerce site in the country with 76% of the country’s online shoppers using the platform to make their purchases.
The study conducted in Uganda, Kenya, Tanzania, Nigeria, Côte d’Ivoire revealed Jumia as the number one online shopping platform in all countries except Tanzania.
It also revealed that trust and prepayment for orders as one of the leading barriers of online shopping; a barrier that Jumia is breaking down with its cash on delivery payment option & 7-day cash back return policy.
GeoPoll’s research experts distributed the questionnaire to respondents in Uganda, Kenya, Tanzania, Côte d’Ivoire, Nigeria, and Ghana. Surveys were conducted incrementally by region between July and September of 2019 via the mobile and web; thus, the data focuses on populations who have access to a mobile phone and basic internet services.
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Survey samples had a total of 400 respondents per country—aside from Côte d’Ivoire, which had a sample of 250 respondents because of the mode of the survey and the Internet penetration in the country. The gender distribution in each country was 50% female and 50%, male.
Due to the survey topic, it was targeted to the youth population, with the majority of respondents coming from the 25-35 age group.
Uganda had the lowest number of reported online shoppers. 57% of Ugandan respondents indicated that they had never made an online purchase before, which is almost exactly the opposite of Nigeria’s 58% of respondents that had made an online purchase within the past month.
