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How Jumia is Empowering Rural Communities in Nigeria through E-Commerce
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.
Nigerian Institute of Public Relation’s (NIPR) governing council has announced the appointment of Rasheed Bolarinwa as the Chairman of its newly established FinanceHub Committee.
Rasheed Bolarinwa
Bolarinwa, who serves as the President of the Association of Communication and Marketing Professionals in Banks (ACAMB), will lead the committee aimed at enhancing sustainable Public Relations practices within the banking, insurance, and pensions sectors.
Bolarinwa, currently the Head of Brand Management and Corporate Communication at Polaris Bank, brings extensive experience from journalism, public relations, and the financial sector.
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His leadership is expected to drive significant improvements in PR practices across these financial sectors.
The FinanceHub Committee, which includes experts from banking, insurance, and pensions, is part of NIPR’s broader initiative to strengthen public relations across various sectors.
The committee’s formation aligns with NIPR’s strategy to foster sustainable and impactful PR practices in these critical areas of the economy.
In addition to Bolarinwa, NIPR has appointed other chairpersons for newly created sectoral hubs.
Mrs. Thelma Okoh will lead the Maritime Hub, Dr. Jossy Nkwocha will head the Energy Hub, and Mr. Basil Agboarumi will oversee the Aviation Hub. Dr. Ahmad Sajoh has been appointed to lead the Anti-Corruption and Consumer Protection Hub, while Miss Chimdi Neliaku will head the Young Practitioners Hub.
The appointment letters, signed by Uzoma Onyegbadue, Registrar/Secretary to the NIPR Governing Council, reflect NIPR’s commitment to enhancing public relations practices across these sectors.
NIPR Appoints Rasheed Bolarinwa as Chairman of FinanceHub Committee
At the inauguration of the new chairpersons and committee members, NIPR National President Dr. Ike Neliaku praised the appointees, highlighting their expertise and dedication.
“Your appointments are well-considered and reflect the confidence the NIPR council has in your abilities to advance the objectives of the Hub,” Neliaku stated.
He expressed enthusiasm for collaborating with the new appointees and emphasized the council’s support in driving positive change in public relations practices within their respective sectors.
The operator behind www.score808.com.ng, a website notorious for streaming MultiChoice content illegally, has been arrested by the the Intelligence Response Team (IRT) of the Force Intelligence Bureau of the Nigerian Police.
The Police said that the arrest is a significant victory against internet piracy.
This domain was allegedly infamous for illegally streaming MultiChoice (SuperSport) content, drawing millions of visits from across Africa and beyond.
According to a statement, the arrest, which took place recently, in Osogbo, Osun State, marked a major milestone in the ongoing battle against intellectual property theft and online streaming piracy.
The capture followed an extensive investigation that spanned several months.
Despite efforts to evade detection by frequently changing locations, the IRT’s relentless pursuit ensured the eventual arrest.
The suspect remains in Police custody, with substantial evidence pointing to involvement in large-scale illegal streaming activities.
If convicted, the suspect could face a prison sentence of up to five years, the statement added.
“he scale of the illegal operation is evident from the website’s traffic statistics. The domain www.score808.com.ng garnered 3.1 million visits globally, with over 1.2 million visits originating from Africa alone,” it added.
Frikkie Jonker, director of Broadcasting and Cyber Piracy at Irdeto, expressed appreciation for the Nigeria Police’s dedication and support in this operation.
He commented, “All forms of piracy continue to pose a significant threat to the creative industry. At Irdeto, we are fully committed to addressing every facet of piracy, whether it occurs online or through other means. The arrest of this notorious pirate is a testament to what can be achieved when law enforcement agencies and private sectors work hand in hand. We sincerely appreciate the Nigerian Police’s unwavering support, which has led to this positive outcome.
“Online streaming piracy is not only a criminal offense but also poses significant risks to customers. Users who access pirated content are often exposed to malware, phishing attacks, and other cybersecurity threats that can compromise their personal information. Additionally, by engaging with illegal streams, customers inadvertently contribute to the erosion of the creative industry, undermining the livelihoods of thousands of people involved in content production and distribution.
Senator Liyel Imoke, former Minister for Power and Steel, has been confirmed as the keynote speaker at the annual conference of the Guild of Corporate Online Publishers (GOCOP) scheduled for October 3, 2024 in Lokoja, the Kogi State capital.
This is just as attendance and participation by other highly fecund speakers and panelists have been confirmed.
They comprise, among others, former Chief of Army Staff, Lt-General Tukur Yusuf Buratai (Retd); the Executive Vice Chairman, Nigerian Communications Commission (NCC), Dr. Aminu Maida; a Professor of Political Science at the Federal University Lokoja, Rotimi Ajayi, and an edutainment communicator and veteran broadcaster, Ms Debrah M. Ogazuma.
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Chairman, 2024 Conference Planning Committee, Danlami Nmodu, mni, disclosed these in a press statement issued by the Publicity Secretary of GOCOP, Sir Remmy Nweke.
According to the statement, Nmodu said that Imoke would lead discussion on the theme: “Nigeria: Tackling Insecurity, Power Deficit, and Transitioning to Digital Economy” at the Reverton Hotel, GRA Lokoja, Kogi State on Thursday, October 3, 2024 by 10am.
Senator Imoke was at a time Special Adviser to President Olusegun Obasanjo on Utilities and Chairman, Presidential Committee on OMPADEC and NEPA Technical Boards.
In 2007, Senator Imoke was elected Governor of Cross River State and served his people in that capacity from 29 May 2007 to 29 May 2015.
Imoke studied Law at the University of Buckingham, England for his LLB degree in 1985, and then studied at the American University in Washington, D.C., where he gained a master’s degree in Law. He completed his legal education at the Nigerian Law School, Lagos, in 1988.
He was earlier elected a Senator in 1992 and was in the National Assembly until the military incursion, following the annulment of the presidential election of June 12,1993.
He then went into private enterprise in 1993 as a Managing Consultant.
Retired Lt-General Buratai would be joined by Dr. Aminu Maida as Guest Speakers.
The statement stated that Professor Ajayi would join other panellists, including a former Commissioner in Kwara state and National Coordinator of West African Media Network (WAMNET), Ms Ogazuma.
The 2024 GOCOP conference is the 8th in the series and would be chaired by former Nigeria’s Ambassador to Spain, Yusuf Mamman.
The 2023 edition was chaired by the JAMB Registrar and Chief Executive, Prof Ishaq Olarenwaju Oloyede, while the first Nigerian Professor of Capital Market, Prof. Uchenna Joseph Uwaleke was the keynote speaker.
Previous speakers at the annual conference consisted of Rev. Matthew Hassan Kukah, the Bishop of the Catholic Diocese of Sokoto who delivered the 2019 lecture on “Economy, Security and National Development: The Way Forward.”
In 2021, Mr. Boss Mustapha, as the Secretary to the Government of the Federation and Chairman of the Presidential Task Force on Covid-19, keynoted the conference and spoke on: “Post Covid-19 Pandemic: Recovery and Reconstruction in Nigeria.”
Professor Mahmood Yakubu, Chairman, Independent National Electoral Commission, delivered the keynote at the 2022 edition themed “2023 Elections: Managing the Process for Credible Outcome.”
GOCOP was established to ensure that online publishers uphold the tenets of journalism.
Membership of the Guild is a constellation of editors and senior journalists who, having distinguished themselves in their various positions in the print and electronic media, ventured into online publishing which is both the present and future of journalism globally.
The Guild has over 104 corporate publishers as members.
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