E-commerce in Nigeria is a rapidly growing industry, with the country being one of the largest economies in Africa. However, not all e-commerce brands in Nigeria have been successful. There are several factors that can lead to the failure of an e-commerce brand in Nigeria. We will look at these facts and what you should do instead if you want your e-commerce brand to be successful. So, here’s how NOT to run an E-Commerce brand in Nigeria.
UNDERESTIMATING THE POWER OF QUALITY CUSTOMER SERVICE
One of the most critical factors for any business to succeed is excellent customer service. Online shopping is still relatively new compared to other parts of the world, and as such, quality customer service is crucial to keeping your customers loyal to your brand. It is not unusual to hear complaints of delayed deliveries, lack of communication, and poor response from the company's customer service department. These issues lead to a decline in customer loyalty and trust, ultimately resulting in a loss of revenue. You must be ready to invest in an efficient customer support network if you want to run an e-commerce brand successfully.
HAVING A POOR WEBSITE OR MOBILE APP DESIGN
The design of your e-commerce site or app can make or break your brand. A poorly designed website or mobile app can turn away potential customers, leading to lost sales. In Nigeria, where internet speeds are still relatively slow, website load time is crucial. According to research, a one-second delay in website load time can lead to a 7% reduction in conversions. Go for responsive, user-friendly designs that even the not-so-tech-savvy can use. Remember cheaper is not always better so work with a professional and invest in a suitable site or app for you.
IGNORING LOCAL CONTEXT
Nigeria is a unique market, with its own set of cultural and social norms. An e-commerce brand that fails to take into consideration the local context is likely to fail. For example, Western-style e-commerce platforms that do not consider the local cultural and social norms are less likely to succeed. Take local context into consideration and offer packages that cater to the local market with all of its peculiarities.
LIMITING PAYMENT OPTIONS
In Nigeria, cash is still king, with many customers preferring to pay for products and services in cash. E-commerce brands that fail to provide multiple payment options are likely to fail. Give your customers the options of online and offline payments. Restricting payment options only online and offline will greatly reduce the number of customers that use your platform.
In conclusion, e-commerce in Nigeria is a rapidly growing industry with significant potential. However, success in this industry requires careful consideration of the factors mentioned above. By taking into consideration these factors, e-commerce brands in Nigeria can increase their chances of success in this rapidly growing industry. As an online shopper, what would you want to see more of with e-commerce platforms or businesses? Share your thought on Twitter @desdevltd, on Facebook @ https://www.facebook.com/desdevltd and on LinkedIn https://www.linkedin.com/company/des-dev-ltd. We’d love to hear from you.
