Chiamaka AjomiweIn recent years, Nigeria has witnessed a significant shift in how people shop, with a growing number of consumers turning to online shopping and e-commerce platforms for their purchasing needs. This rise in online shopping can be attributed to several factors, including increasing access to the Internet, the convenience of shopping from the comfort of one’s home, and the wide range of products available online.
Who Shop More Online?
According to a report by BigCommerce, millennials and Gen Z consumers are the most likely to shop online, with 67% of millennials and 75% of Gen Z consumers making purchases online, at least once a month. Women are more likely than men to shop online, with 78% of women making online purchases compared to 71% of men, as reported by the Pew Research Centre.
Join our WhatsApp ChannelIncome levels also play a role in online shopping habits, with higher-income households more likely to make online purchases. A study by the National Retail Federation, found that 92% of households earning over $100,000 per year shop online.
The average annual spending per online shopper in the United States is estimated to be around $1,800, according to a report by Statista.
The most popular product categories for online shopping include apparel and accessories, electronics, and household goods, as reported by eMarketer.
During major shopping events like Black Friday and Cyber Monday, online sales typically see a significant surge. In 2020, online sales on Cyber Monday, reached a record high of $10.8 billion, according to Adobe Analytics.
The e-commerce industry is experiencing rapid growth, with global online retail sales, expected to reach $4.9 trillion by 2021, as projected by eMarketer. Mobile shopping is on the rise, with a significant portion of online purchases now being made through smartphones and tablets. In 2020, mobile commerce accounted for 45% of all e-commerce sales, according to Statista. The COVID-19 pandemic has further accelerated the shift towards online shopping, with many consumers turning to e-commerce for their shopping needs due to lockdown and social distancing measures. A report by IBM found that the pandemic accelerated the shift to digital shopping by five years.
One of the key drivers of the growth of online shopping in Nigeria is the increasing access to the Internet. With the increase in number of smartphones and affordable data plans, more and more Nigerians now have access to the Internet, allowing them to shop online with ease. This has opened up a world of possibilities for consumers, who can now browse and purchase products from a wide range of online retailers without having to leave their homes.
Why Online Shopping is Rising in Nigeria
According to statistics, in recent years, online shopping has seen significant growth in Nigeria, driven by factors such as increased Internet penetration, the rise of e-commerce platforms, and changing consumer preferences. A statistical analysis of online shopping in Nigeria reveals key trends and challenges in the market.
According to a report by Statista, the number of online shoppers in Nigeria was estimated to be around 13.6 million in 2021, with projections for this number to increase to 22.5 million by 2025.
The growth of online shopping in Nigeria has been fueled by the popularity of e-commerce platforms such as Jumia, Konga, and PayPorte, etc., which offer a wide range of products and convenient payment options.
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Mobile commerce is also on the rise in Nigeria, with a significant portion of online shopping transactions being conducted through smartphones. This trend is driven by the increasing availability of affordable smartphones and mobile data plans in the country. While online shopping is gaining popularity in Nigeria, a significant portion of the population still prefers to shop in physical stores. According to a survey by GeoPoll, 62% of Nigerians prefer to shop in-store rather than online. Reasons for this preference include the ability to physically inspect products before purchase, immediate gratification of taking items home, and concerns about the quality and authenticity of products sold online. However, the convenience and variety of products available online continue to attract a growing number of Nigerian consumers to e-commerce platforms, especially in urban areas.
Another factor driving the rise of online shopping in Nigeria is the convenience it offers. With busy schedules and long commutes, many consumers find it difficult to find the time to visit physical stores. Online shopping allows them to browse and purchase products at their own convenience, saving them time and effort. Additionally, online shopping offers a wider range of products than traditional brick-and-mortar stores, giving consumers access to a greater variety of choices.
Despite the convenience and accessibility of online shopping, some Nigerians still view it with skepticism. Many people are wary of online transactions, citing concerns about fraud and insecurity.
However, e-commerce platforms in Nigeria have made significant strides in addressing these concerns, implementing secure payment systems and encryption technologies to protect consumers’ personal and financial information. Additionally, many online retailers offer cash-on-delivery options, allowing consumers to pay for their purchases only after they have received them.
Overall, the rise of online shopping and e-commerce platforms in Nigeria has been a game-changer in the retail industry. With the increasing access to the Internet, the convenience of shopping from home, and the wide range of products available online, more and more Nigerians are turning to online shopping for their purchasing needs. While some may still view online shopping as a risk, the benefits it offers in terms of convenience and choice are undeniable. As e-commerce continues to grow in Nigeria, it is likely that online shopping will become an integral part of the retail landscape in the country.
In addition to the factors mentioned above, the rise of online shopping in Nigeria can also be attributed to the increasing number of e-commerce platforms and online retailers entering the market. Companies such as Jumia, Konga, and PayPorte have established themselves as major players in the Nigerian e-commerce industry, offering a wide range of products and services to consumers across the country. These platforms have not only made shopping more convenient for consumers but have also created opportunities for small businesses and entrepreneurs to reach a wider audience through online sales.
The COVID-19 pandemic also played a significant role in accelerating the growth of online shopping in Nigeria. With lockdowns and restrictions on physical retail stores, many consumers turned to online shopping as a safer and more convenient alternative. This shift in consumer behavior during the pandemic has led to a lasting impact on the retail industry, with many consumers now preferring the convenience and safety of online shopping even as restrictions have eased.
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Some Shortcomings of Online Shopping
Despite the benefits of online shopping, there are still challenges that need to be addressed in the Nigerian e-commerce industry. Some of such issues include the lack of reliable delivery services in some parts of the country, which can result in delays and frustrations for consumers, and the issue of not getting the exact thing being ordered online. The issue of not getting the exact thing that was ordered is seen as the main challenge associated with online shopping. Almost every day customers complain of not getting the exact goods that are requested and perhaps, paid for, especially in terms of accessories and clothing. This has made people not have enough trust in if they should shop for goods online. Additionally, the prevalence of counterfeit products and scams on some online platforms has eroded consumer trust in online shopping. Addressing these challenges will be crucial for the continued growth and success of the e-commerce industry in Nigeria.
Overall, the rise of online shopping and e-commerce platforms in Nigeria has transformed the way consumers shop and has opened up new opportunities for businesses and entrepreneurs. While there are still challenges to overcome, the convenience, accessibility, and wide range of products available online have made online shopping a preferred choice for many Nigerians. As the e-commerce industry continues to evolve and innovate, it is likely that online shopping will become an integral part of the retail landscape in Nigeria, shaping the future of the country’s consumer market.
In summary, online shopping has become a dominant force in the retail industry, with specific consumer demographics, spending habits, and industry trends shaping the landscape of e-commerce. As technology continues to evolve and consumer preferences shift, online shopping is likely to remain a key driver of retail sales in the future.
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