Smartphones are the most popular products purchased online in Nigeria, seeing the biggest uptake in 2013, according to local e-commerce site Jumia.
In an interview with HumanIPO, Afam Anyika, head of offline marketing for Jumia Nigeria, said 2013 had seen e-commerce in Nigeria start to take off, with more people using online platforms for shopping.
“Mobile phones in general and smartphones in particular are by far the most popular item people purchased online,” said Anyika, adding that aside from electronics, fashion items were the second most popular group of products purchased online.
Anyika said the extent of the market in Nigeria – with its population of 160 million, with 43 million internet users to date – means that e-commerce is set to boom to a level incomparable to other regions.
With this in mind, he said traditional retailers and businesses are flocking to gain an online presence to be ready for the surge in e-commerce.
“The e-commerce market in Nigeria this year has really grown. Asides being a key player in the market, we have seen new players and small businesses establish themselves in varying sectors of the market, from fashion, foods and beverages, gift coupons, to the established brands,” said Anyika.
“I see more innovations to come in 2014.”