E-Business
E-Commerce for All: Jumia’s Role in Bridging the Digital Divide
E-commerce today has become as pervasive as universal languages and global trends. Yet, as far-reaching as this commercial phenomenon is, there remains a segment of society that has not experienced the thrill of shopping virtually and fast home delivery services. This segment is largely situated in rural communities, locations that are not yet immersed in the global digital economy.
While inhabitants of these rural communities are still largely underserved when it comes to e-commerce, Jumia — Africa’s leading online marketplace — has been making inroads into these regions, taking e-commerce and its advantages to the doorsteps of people who were previously overlooked.
Localising E-commerce
The digital divide refers to the gap between those who have access to modern information and communication technologies, particularly the internet, and those who do not. It’s a divide that extends beyond mere connectivity; it encompasses disparities in digital literacy, access to devices, and opportunities for economic participation. While the world has witnessed exponential growth in internet penetration, vast segments of the population, particularly in emerging economies, remain excluded from the digital revolution. The digital economy offers a plethora of opportunities, from e-commerce to remote work, providing individuals with the means to participate in the global marketplace. By enabling access to digital platforms, economies can thrive, creating a more equitable distribution of wealth.
In 2o23, Jumia released its “E-commerce in Rural Areas” report — a document that details Jumia’s efforts in making e-commerce easily accessible to everyone, regardless of geographical location and purchasing power. According to this report, one tactic Jumia leverages so effectively is one most Nigerians have experienced at some point — grassroots activations or in Jumia terminologies, the JForce.
Launched in 2016, JForce is a network of over 40,000 independent sales consultants that help thousands of Nigerians in rural communities surmount the digital divide. Through the Force, Jumia leverages a communal, offline marketing approach that enables individuals without access to the internet to access Jumia’s sprawling catalogue of products.
Eliminating Logistic Barriers
Supplying the other half of the e-commerce equation, Jumia also established pick-up stations and forged partnerships to surmount logistic challenges to rural communities. More specifically, the online marketplace brand set up 250+ pick-up stations and established alliances with several third-party logistic partners to facilitate product delivery to secondary cities and rural areas.
The strategic placement of pick-up stations across various towns ensures that inhabitants of even the most remote corners of Nigeria are not relegated. This initiative has been a viable pathway to help rural communities overcome geographical limitations and tap into the global economy, effectively enriching these communities.
Investing in the Local Economy
Further underscoring Jumia’s drive for accessibility and inclusivity, Jumia has invested in training local entrepreneurs as agents to bolster their income through its commission structure. Through this tactic, the company has created many jobs and business opportunities for rural entrepreneurs, fostering economic growth within these communities. As a testament to the impact of this strategy, Jumia has thousands of individuals signed up as JForce agents in these regions that were once cut off from global commerce — bolstering both the economic powers of denizens and the targeted communities as a whole.
According to the “E-commerce in Rural Areas” report, Jumia’s efforts at bridging the existing digital divide have been felt not only by rural entrepreneurs but also by families. The report reveals that about half of orders made on the Jumia marketplace platform, and delivered through its impressive network of pick-up stations and logistic services, are bound for either rural areas or secondary cities (23% rural areas, 22% secondary cities in 2023). Families in these regions are taking advantage of Jumia’s extensive catalogue of over 50 million products and on-ground agents, saving themselves time and money while ordering essential items either directly to their doorsteps or nearby pick-up stations.
Jumia’s strategies have undoubtedly had a far-reaching impact. Since launching its aggressive crusade to take e-commerce to underserved communities, people who had limited to no digital literacy have had opportunities to participate in the global digital ecosystem. Now, more individuals can learn and harness skills such as online shopping, online payments, and navigating e-commerce platforms that have proven not only useful for personal interests but also for increasing their incomes and purchasing power. By promoting digital inclusion and literacy, Jumia helps bridge the digital divide and enables communities to fully participate in the benefits of the digital age.
The United States Supreme Court has upheld a law seeking to ban TikTok in the United States.
The court ruled that the law does not infringe upon free speech rights, citing the US government’s legitimate national security concerns about the Chinese ownership of the app.
Last week, the Supreme Court listened to the arguments from ByteDance, TikTok’s parent company, claiming the law violated free speech.
“There is no doubt that TikTok provides a unique platform for expression, engagement, and community to over 170 million Americans,” the justices stated.
With this decision, the ban set for Sunday remains in place, despite calls from lawmakers and officials across the political spectrum for a delay.
Last year, Congress passed a law requiring ByteDance to sell TikTok or shut it down in the US by January 19, reflecting widespread concerns in Washington that the app could be exploited by China for espionage or propaganda.
On Friday, White House officials informed the media that the ban would not be enforced, leaving the final decision to President-elect Donald Trump, who assumes office the next day.
In December 2024, TikTok asked the US Supreme Court to temporarily block a law that would force its Chinese owner to sell the popular video-sharing platform or shut it down by January 19.
The appeal came the same day TikTok, Shou Zi Chew, CEO, met with US President-elect Donald Trump.
Federal government has plans to expand the national social register to 18.1 million names and to reach at least 70 million poor households across the country by the end of this year, according to Prof Nentawe Goshwe Yilwatda, minister, Humanitarian Affairs, Disaster Management and Social Development (FMHADMSD).
Federal government has been distributing cash assistance to poor citizens through a program that requires verification using the National Identification Number (NIN).
The rate of poverty in the country is alarming, the minister said in an interview with Arise News, reason why the federal government plans to extend the humanitarian outreach program to target more homes. Each household receives the sum of N75,000 ($45).
Giving update on the payments, the minister said the first tranche of the conditional cash transfers were paid to five million households between October and December 2024, while the second and third tranches were paid to 2.8 million households.
“The president has directed, based on CBN’s new regulations, that before any payment is made to an individual or household, they must have a digital identity we can trace. That is the NIN number,” the Yilwatda told Arise News.
The cash transfer enabled by digital ID was launched in 2023, and last year, the federal government said around 25 million Nigerians had already benefitted from the scheme.
National Identity Management Commission (NIMC) has granted licence for the Nigerian Correctional Service, (NCoS) to register inmates in the over 252 custodial centres across the country for National Identity Numbers, (NIN).
The approval followed the request made by Sylvester Nwakuche, acting controller general of the NCoS, who paid a visit to Engr Abisoye Coker-Odusote, director general/chief executive Officer of NIMC, in her office.
The acting controller-general, said the licence to carry out registration of inmates for NIN would eliminate exclusion of inmates from the country’s National Development plans, ensure their safety and security and facilitate their smooth recapture in times of jailbreaks.
The NCoS boss said the visit to the headquarters of NIMC was in search of collaboration that would enable the Service carry out its mandate seamlessly following on going reforms of the Correctional Service system.
According to Nwakuche, there are lots of socio-economic developments within the Correctional Service systems which had led to a number of inmates obtaining University degrees, Masters Degrees and Doctor of Philosophy (PhD) in various fields.
He said such inmates should not be excluded from the national development plans of the country as they should be integrated into the society to become useful for their families and the country.
Nwakuche said inside the Correctional centres are those awaiting trials whose innocence and otherwise has to be decided by the Courts, but argued that in times of National planning, census and other critical national development issues, they should not be disallowed from participating.
Coker-Odusote who granted the licence said NIN has become critical and essential to the country’s national development plans, stressing that NIMC has gone far with the private sector, especially the banks and the Central Bank of Nigeria (CBN) as all banks accounts are now linked with the NIN.
Coker-Odusote said the Eight points Agenda of President Bola Tinubu are also anchored on the Country’s digital identity or National identity Number, stressing that for instance NIN was tied to students loans to eradicate duplicity and prevent ghost beneficiaries.
Coker-Odusote expressed delight in the partnership with the NCoS, saying that the Commission had already entered into partnership with the Nigeria Immigration Service, NIS and other agencies in order to facilitate the smooth delivery of their constitutional mandates.
She commended Dr Olubunmi Tunji-Ojo, minister of Interior, for his dynamic leadership and role in ensuring the delivery of dividends of democracy to Nigeria through various reforms.
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