Why online shopping is booming in Africa
The boom in e-commerce in Africa has prompted a reduction in retail outlet visits.
A report by Jiji, one of the leading online marketplace in Kenya, revealed that online shopping has become the preferred norm in the continent following the reduction in online fraud.
Jiji says that they have decreased the number of scammers by up to 10 times in the past two years. The survey done by the firm further showed that more than 45 per cent of shoppers preferred the e-marketplace due to the variety of goods and services. Maksym Golubev, Jiji Kenya’s Country Manager, said the ability to tame online fraud has brought confidence in e-commerce sector in the country.
“Over the past year, we have invested heavily in reducing scam levels by up to 10 times and educating our users on safety measures. As a result, we have been awarded twice as the best e-commerce site and twice as the best classifieds website in Kenya,” he added.
A survey results published in a United Nations Conference on Trade and Development report in March also found that more than 40 per cent of customers in four African countries were planning to reduce their supermarket shopping by purchasing food, clothing, and electronics online.
