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How Jumia is Empowering Rural Communities in Nigeria through E-Commerce

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In the rapidly evolving landscape of global e-commerce, Nigeria’s ecommerce market is rapidly growing and is projected to generate a revenue of US$7,627 million by the end of 2023, making it the 39th largest ecommerce market globally. Over the past few years, Nigerian consumers are increasingly turning to online stores for their shopping needs, and the industry has seen tremendous growth. At the forefront of this change in consumer behaviour is Jumia.

After years of operation in 11 African countries and becoming the biggest player in the Nigerian e-commerce market, Jumia launched a report titled “E-Commerce in Rural Areas,” outlining a series of critical lessons that have revolutionised how the company reaches consumers in the most remote corners of the nation. It sheds light on the company’s journey, offering valuable insights into the power of community engagement, strategic partnerships, and the empowerment of local entrepreneurs.

Acknowledging the significant influence that e-commerce can have on Nigeria’s economy, Jumia launched the JForce program, which takes a grassroot approach by involving individual sales consultants within local communities. This approach has yielded 43,000 local sales consultants who play a crucial role in driving consumer education and unlocking potentials of rural entrepreneurship.

Amidst a 40% unemployment rate, Jumia’s JForce initiative is a transformative force, generating employment opportunities and empowering individuals financially. For many, it has become a vital source of income and stability, offering hope in the face of challenging economic conditions.

Notwithstanding the growing internet penetration in Nigeria, there is still a large percentage of Nigerians who do not have access to smartphones. In rural areas where digital literacy is limited, JForce representatives foster trust through personalised interactions and word-of-mouth marketing. This strategy has been a significant driver of the e-commerce market by enhancing accessibility.

The success of JForce activations, plays a crucial role in acquiring new consumers and raising the brand awareness in remote regions. The goal is to bridge the digital divide, allowing rural customers to break free from geographical constraints and access various products.

Furthermore, reaching out to potential customers in remote regions may require a more resourceful approach involving strategic investments in logistics. As part of its commitment to accessibility and inclusivity, Jumia established over 250 Pick-Up Stations and forged partnerships with trusted logistic partners to facilitate product delivery to secondary cities and rural areas.

The strategic placement of pick-up stations across various towns ensures that even the most remote corners of Nigeria are accessible, consequently revealing untapped markets.

Although Nigeria’s logistical challenges have often hampered economic development in remote regions, Jumia’s partnership with these local logistics providers addresses this issue to stimulate growth and development within the sector. Such partnerships foster acceptance and adoption of e-commerce, particularly among customers familiar with these local businesses. By leveraging the capabilities of local logistics providers, the company has optimised its last-mile delivery, resulting in enhanced cost-effectiveness and efficiency for all stakeholders involved.

Jumia’s expansion into rural regions has had a remarkable effect on women entrepreneurs, making it an inspiring aspect of their endeavours. In a country where gender inequality has been a persistent issue, witnessing a significant rise in the participation of women in business represents a notable step forward in the economic landscape.

This growing involvement of women entrepreneurs fosters inclusive growth and symbolises progress in promoting gender empowerment. The commendable statistic that over 50% of Jumia Nigeria’s sellers are women illustrates a transformative shift in the business environment, emphasising the promotion of economic inclusivity and empowerment of women. As this trend continues, it holds the potential to contribute significantly to Nigeria’s overall economic growth and development.

The success of Jumia’s E-Commerce expansion in remote regions in Nigeria reaffirms the company’s commitment to empowerment, accessibility and preparedness for sustained growth. The report highlights a critical takeaway – that businesses can play a pivotal role in driving Nigeria’s journey towards sustainable and equitable economic growth by embracing inclusivity and forging strategic partnerships.

As the nation navigates economic challenges, Jumia’s approach, in the long run, may serve as a blueprint for creating economic opportunities and positively impacting local communities.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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51-Year-Old QNET User Breaks World Record with 20 Back Handsprings

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QNET, a global wellness and lifestyle company, proudly celebrates the remarkable achievement of Anup Debnath, a 51-year-old fitness enthusiast, ardent user of QNET products, and resident of New Jersey, USA, who recently attempted to set a Guinness World Record as the oldest person to perform continuous back handsprings.

Debnath’s feat underscores the power of balanced health and wellness to maintain peak physical performance at any stage of life.

On October 19th, at the Marlboro Township Recreation Center, Debnath completed 20 continuous back handsprings, a remarkable testament to his strength, stamina, and unwavering discipline.

His journey back into gymnastics after nearly 27 years highlights the potential of a balanced lifestyle supported by QNET’s wellness products, demonstrating that age is no barrier to achieving extraordinary physical goals.

“To accomplish something like this at my age takes intense dedication, a consistent fitness regimen, and harmony of mind, body, and spirit,” Debnath shared.

“For the past two years, I’ve relied on the Amezcua Chi Pendant 4 with Amezcua Resonance Technology (ART) to keep me centered and energized.

Paired with other Amezcua products, like the Bio Disc 3, which energizes my food and structures the water I consume, giving me mental and physical balance, and the Bio Light 3, which aids in recovery by alleviating pain and discomfort after intense training, these products enhance my overall well-being and empower me to push my limits.”

QNET’s Chief Marketing Officer, Trevor Kuna, extended his heartfelt congratulations: “Anup’s achievement is extraordinary, and we are incredibly proud to have played a part in his journey.

“His belief in QNET’s Amezcua products reflects our mission—helping people achieve balance and wellness in every aspect of their lives.

“Anup’s story is a testament to discipline, resilience, and holistic well-being. We celebrate his inspiring feat and his commitment to greatness.”

QNET’s Amezcua Chi Pendant 4, which utilizes ART, is designed to support wearers in achieving holistic well-being by harmonizing physical, emotional, and mental energies.

Through Debnath’s achievement, QNET encourages individuals to explore how Amezcua technology can support their wellness journey at any stage in life, empowering them to achieve their own physical and mental potential.


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House of Reps Calls for N500bn Recapitalization of DisCos

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House of Representatives has called on the Federal Government to enforce a minimum capital base of N500 billion for electricity distribution companies (DisCos) to continue operations.

The lawmakers argue that only financially robust DisCos can ensure efficient service delivery and maximum consumer satisfaction.

This resolution was passed during Wednesday’s plenary following a motion by Ibrahim Isiaka, a representative from Ogun State.

Isiaka criticized the current operations of DisCos, describing their actions as a threat to the economic stability and welfare of Nigerians.

He highlighted consumer complaints regarding the replacement of electricity meters, noting that DisCos often demand additional payments despite consumers already financing the installation of meters.

Isiaka expressed concern over the financial burden this places on households and businesses struggling with economic challenges.

The motion also raised issues of consumer trust, alleging that DisCos operate with impunity and disregard for consumer rights, despite oversight from the regulatory authorities and the House Committee on Power.

The lawmakers unanimously adopted the motion through a voice vote conducted by Speaker Tajudeen Abbas.

They urged the Ministry of Power to take immediate steps to address the “reckless actions” of DisCos, labeling them as non-state actors threatening Nigeria’s economy.

The House further mandated the recapitalization of DisCos to a minimum of N500 billion, insisting that only financially capable operators should be allowed to continue providing electricity services.

Additionally, the House Committee on Power was directed to investigate the activities of DisCos to ensure accountability and protect consumer rights.


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Chinenye Anuforo of The Sun Newspaper Honored for Excellence in ICT Journalism

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Chinenye Anuforo, a distinguished journalist from The Sun Newspaper, has been recognized for her exceptional contributions to ICT journalism in Nigeria.

Chinenye Anuforo receiving the ATAEx Award presented by Mr. Gbolahan Awonuga, executive secretary of the Association of Licensed Telecoms Operators of Nigeria (ALTON)

Last week, she received the ICT Innovation Storyteller Award at the Africa Tech Alliance Excellence (ATAEx) Awards, celebrating her ability to craft compelling narratives that highlight the complexities and potential of the ICT sector.

“Chinenye’s dedication to her craft is evident in her insightful analysis and engaging storytelling,” said Mr. Chike Onwuegbuchi, co-convener of the ATAEx Awards.

“Her work has consistently illuminated the significant impact of technology on society, making her a deserving recipient of this award.”

The accolades continued as Anuforo was named the ICT Reporter of the Year at the Africa Digital Awards (ADA) just a week later.

This prestigious award further cements her status as a leading voice in the ICT industry.

Mr. Tayo Adewusi, Publisher/Coordinator of NIICF & ADA, who presented the award, praised Anuforo’s role in shaping public discourse on ICT issues.

“Her reports have not only informed but also inspired, making her a true champion of digital innovation,” he said.

Expressing her gratitude, Chinenye Anuforo stated, “I am deeply honored and humbled to receive these awards.

“I am grateful to my editors at The Sun Newspapers for their unwavering support and to the organizers of the ATAEx Awards and Africa Digital Awards for recognizing my work.

“It is a privilege to contribute to the growth of the ICT sector in Nigeria through journalism.”


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