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‘Manufacturing sector to drive Nigeria’s $10b eCommerce market’


Dr. Omobola Johnson

Dr. Omobola Johnson

Jumia engages 12,000 vendors

A vibrant manufacturing sector in Nigeria has been described as a major booster required to expand the growth of electronic commerce (eCommerce) in the country.Just before, she left office as the pioneer Minister of Communications Technology, Dr. Omobola Johnson, puts the worth of the eCommerce sub-Sector in Nigeria at $10 billion, and informed that over 300,000 online orders are made on daily basis.

But to latch on on this growth and expand further, during a facility tour and a roundtable in Lagos, organised by leading online retailer, Jumia, the Nigeria Chief Executive Officer, Mrs. Juliet Anammah, said eCommerce growth and contributions to the economy would be more visible if the manufacturing sector can become more vibrant and productive, especially in local productions.

While regretting the current state of infrastructure in the country, Anammah noted that there was also need to improve on logistics. She stressed that if all these challenges can be overcome as early as possible, eCommerce will thrive better. According to her, Jumia, which is four years in Nigeria, is poised to consolidate this achievement with innovative concepts that will further expand its brand equity in Nigeria’s business terrain.

Speaking at the warehouse and fulfillment centre in Ikeja, Global CEO of Jumia services, Indrek Henloo, said they receive first hand information on the storage, transfer and delivery processes involved in ensuring that every online purchase is a satisfying experience for every customer.Henloo also explained the processes involved in transferring tested and approved products from vendors and sellers, through the fulfillment centres to the final consumers.

Giving a detailed narrative, Head of Customer Operations, Chidinma Ifepe, disclosed that various innovative programmes and customer-centered activities have energised the Jumia brand to its present level.

Ifepe explained how the team’s constant focus on improvement in customer relations grew from a level where about 60 per cent of Jumia’s customers expressed full satisfaction to the current satisfaction level of over 80 per cent. Ifepe also revealed that the 2015 e-commerce customer service award won by Jumia was a positive industry nod, which reflected the high level of customer satisfaction achieved collectively by the entire workforce. She cited the persistent customer focus in taking company decisions, and swift handling and resolution of customer complaints as key factors behind the company’s outstanding customer service delivery.

The Partner Relations Manager, Omolara Awoyemi, explained that innovations like cash-on-delivery, and free returns within seven days changed the face of online shopping in Nigeria.Awoyemi hinted that what drives her team and indeed the massive acceptance of the Jumia brand is the consistent pursuit of convenient and secure payment options through a secure server.

She revealed other new payment options like Jumia pay- direct, which is a payment plan where once authentication is done once, revealing account details subsequently becomes unnecessary. The Book on hold plan is another option where orders can be made online and then payment via ATM or other payment forms can later be used to pay within an agreed space of time.

Awoyemi also explained that other issues like prompt processing of customer refunds, charge backs and card payment reversals as well as prompt resolution of issues relating to credit reversals, cash refunds and online pre-paid orders have helped to ensure maximum satisfaction and retention of Jumia customers.

Speaking on the strength of Jumia vendors, Senior Vice-President, Vendor Management, Thomas Simonet, revealed that Jumia has 12,000 registered vendors, where 5,000 are active. According to him, all of Jumia’s vendors receive on boarding and training as well as ongoing support on how to maximize visibility and sales.

“With Jumia, a young producer of garments, bags or cosmetics in one town in Nigeria can have the opportunity of showcasing his or her product to millions of prospective customers at no cost. That is quite revolutionary.” Simonet said.

The management team also revealed an innovative partnership that will be launched in a few weeks to support the development of businesses who manufacture or assemble locally. Under this new initiative, Jumia will partner and invest in Nigerian brands in order to help boost an ecosystem that creates local jobs and keep more profits within the Nigerian economy.

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