The rise of e-commerce in Africa is changing the face of the traditional consumer, and brands need to adapt their business models and strategies in order to remain relevant among consumers and avoid a drop in market share.
African consumers are increasingly searching online platforms with commercial intent, including querying prices of goods, and researching where products or services can be purchased.
According to research by Google South Africa, there was an increase of 49 percent in query volumes in Nigeria, 37 percent in South Africa and 33 percent in Kenya, during 2014.
For Charles Brewer, managing director of DHL Express, understanding your consumer, knowing how to target communications and ultimately deliver what they want when they want it is key to the ongoing success of e-commerce in the region.
“Africa’s growing middle class is driving consumer demand and in turn, the e-commerce industry on the continent. As a result, retailers need to ask themselves if they are ready for this ‘new’ and evolving client base.”
Read more at VenturesAfrica.