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Nigeria B2C E-Commerce Market 2019

Nigeria B2C E-Commerce Market 2019

Rapid growth projected for B2C E-Commerce sales in Nigeria

Electronics leads in E-Commerce purchases in Nigeria
Nigeria’s retail E-Commerce market harbours a high growth potential, as only a small fraction of overall retail spending currently is online. The country’s population is large and growing, expected to become the world’s third largest by 2050. With Internet penetration increasing, a growing share of consumers gain access to E-Commerce services, used by around one-half of all connected shoppers as of 2018, according to a survey cited by yStats.com. The largest products segments in Nigerian E-Commerce are consumer electronics, household appliances and fashion.

E-Commerce companies in Nigeria are faced with infrastructure challenges
At the same time, infrastructure barriers inhibit full-fledged E-Commerce development in Nigeria. With a major share of population living in rural areas with underdeveloped road systems, E-Commerce fulfilment remains a major challenge. Furthermore, low access to financial services constrains the adoption of digital payment means, as yStats.com reports. E-Commerce market leaders such as Jumia and Konga strive to overcome these barriers by building their own delivery and payment ecosystems, and are rewarded with higher market shares compared to their competitors. In early 2019, Jumia conducted an IPO on the New York Stock Exchange, raising further investments to fund its expansion in the region.


1. Management Summary
2. Overview and International Comparisons
B2C E-Commerce Market Overview, May 2019
Breakdown of Mobile Phone Ownership in Nigeria, by Smartphone, Other Mobile Phone and No Mobile Phone, in % of Adults, Compared to Ghana, Kenya, Senegal, South Africa, Tanzania, 2017
Internet Penetration in Nigeria, in % of Individuals, Compared to Egypt, Kenya, Morocco, Nigeria, 2017
Internet Penetration in Nigeria, in % of Population, Compared to South Africa and Sub-Saharan Africa, 2017 - 2022f
Mobile Internet User Penetration in Selected Countries, in % of Individuals, incl. Nigeria, 2018
Share of Internet Users Who Are Likely To Use Mobile Payment Next Year, in % of Internet Users, by Selected Countries, incl. Nigeria, Q1 2018
3. Trends
Breakdown of Internet Traffic by Device, in %, 2018
Breakdown of Devices Used for Online Shopping, in % of Online Purchases, 2018
Cross-Border Online Shoppers Penetration, in % of Online Shoppers, 12 Months to May 2018
Top 3 Countries Purchased from in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Nigeria, May 2018
Top 3 Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers, May 2018
4. Sales & Shares
B2C E-Commerce Sales, in USD billion, 2019f & 2023f
Share of B2C E-Commerce and Digitally Influenced Spending in Total Retail Spending, in %, 2017
5. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2018e
Internet Penetration, in % of Individuals, 2017 – 2022f
Online Shopper Penetration, in % of Internet Users, 12 Months to May 2018
Breakdown of Frequency of Shopping Online, in % of Online Shoppers, 2018
Breakdown of Main Reasons to Shop Online, in % of Online Shoppers, 2018
6. Products
Breakdown of Product Categories Purchased Online, in % of Online Shoppers, 2018
7. Payment
Share of Adults Who Made at Least One Digital Payment in the Last 12 Months, in % of Adults, October 2018
Value and Number of Internet (Web) and Mobile Payment Transactions, in NGN billion and in millions, 2011- 2018
Breakdown of Likelihood of Using Mobile Payments Next Year, in % of Internet Users, Q1 2018
Payment Options Offered by Two Major E-Commerce Players, May 2019
Top 5 Payment Methods Used in Cross-Border E-Commerce, in % of Cross-Border Online Shoppers, May 2018
8. Delivery
Delivery Options Offered by Two Major E-Commerce Players, May 2019
Top Barriers to Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, May 2018
9. Players
B2C E-Commerce Players Overview, May 2019
Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Nigeria’s Share of Total Visits on Desktop, in %, Pages Per Visit and Bounce Rate, April 2019

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