Lagos – Despite unreliable connections,
Nigeria’s use of mobile devices to make online retail purchases is significantly
higher than global purchasing rates across several categories.
This is according to findings from a new survey a global
performance management company has conducted in 24 countries.
The Nielsen Global Connected Commerce Survey said findings
indicated the fact that an e-commerce experience was the new retail reality, as
digital devices enable Nigerian consumers shop wherever and whenever they
Based on findings, Nigerian respondents (77 percent), who are
online or connected have used their laptop and 46 percent their smartphone, to
purchase packaged grocery food; 69 percent and 48 percent respectively to buy
beauty and personal care products, 67 percent and 42 percent for
fashion-related products and 52 percent and 46 percent for restaurant
deliveries or meal delivery services.
Of the categories they have ever purchased online, 60
percent of Nigerians said fashion with the same number citing IT and mobile.
This was followed by travel at 39 percent and
stationery/music at 38 percent.
Also read: E-commerce key to Nigeria economic growth
More than half of Nigerian respondents (61 percent) who
shopped online in the past six months say they purchased items from an
out-of-country or foreign retailer.
One of the biggest barriers when it comes to online shopping
in Nigeria for consumable categories includes: the inability to inspect goods
with 78 percent of Nigerians citing it as a deterrent.
Nielsen Africa Retailer Services and E-Commerce Managing
Director, Harsh Sarda, said while modern-trade retail penetration is still low
in Nigeria, e-commerce retailers had the opportunity to leapfrog the challenges
of the physical store environment, enabled by the growth in smartphone
“The challenge is, however, that current online shopping
growth is primarily driven from new, standalone e-commerce retailers, rather
than the physical offline channels expanding into an online environment, where
their advantage lies in bringing products and assortment previously
- CAJ News