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E-Business

Jumia Connecting Rural Consumers Through Strategic Partnerships

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The argument against the profitability of Ecommerce in Africa has been the lack of infrastructure, especially the difficulty with connection and in-road to rural areas where the majority of Africa’s population resides.

A 2019 report by the World Bank showed that 49% of Africa’s most populous nation, Nigeria, live in rural areas of the country. Ecommerce thrives on mobile internet and road network technology.

As at 2020, there were over 169 million mobile phone connections in Nigeria which makes the country a ready-made market for ecommerce.  Though internet penetration increased to 42% with 85 million Nigerians connected to the internet, these rural areas of the country are still very much littered by bad roads and poor internet connection. To the residents, ecommerce thus becomes somewhat a luxury.

However, the effort of ecommerce players in Nigeria, especially the continent’s market leader Jumia, is eliminating the roadblocks and increasing connectivity in previously inaccessible areas in Nigeria.

While the company’s logistics technology and services are making inroads into the rural communities, Jumia is also helping small businesses reach customers in diverse rural settlements via strategic partnerships.

A good reference point is the company’s logistics partnership in Rivers State which helps to connect ecommerce services to residents of riverine areas such as Okrika, Kukuma, Ahoda, Eche and others.

“Typically, the rural areas do not have sufficient access to everyday goods all the time. Probably once in a week or two weeks, but with us right here in Rivers State, for the fact that we represent Jumia in this axis, we are able to deliver whatever they order for.

“They can get it day-to-day and on time. We make sure that customers have access to e-commerce day-to-day in their daily lives. It doesn’t have to be a once-in-a-while situation but an everyday thing,” said Odubu Bekinbo, C.E.O of Ex & Ex Logistics Limited, a partner with Jumia in Rivers State.

This partnership is also helping to advance digital literacy. According to Bekinbo, the company has been able to initiate some rural settlers into the process of shopping online from their phones.

“The ability of some customers to be able to use their phones or internet has prompted us to be able to educate them on how to shop on Jumia. We have been able to hold one or two seminars at different points in time. We have been able to get agents to partner with us and educate these people on how to make their orders every day.”

These initiatives no doubt are having a ripple impact on employment creation and human capital development. Bekinbo started her collaboration with Jumia as a one-man army four years ago. Today, she has employed twelve more hands.

Bringing the rural market onboard the online shopping culture will be a major win for ecommerce in Africa and will open up the enormous economic potential on the continent. From indications, the industry, led by the major players, is determined to keep an upward trend on initiatives that speak to the needs of rural communities, in order to gain their buy-in and trust in Ecommerce offerings.


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E-Business

BPP Partners NDPC to Strengthen Data Protection

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Dr Adebowale Adedokun, director-general, Bureau of Public Procurement (BPP), has reaffirmed the bureau’s commitment to data protection in Nigeria.

BPP Partners NDPC to Strengthen Data Protection

He disclosed this in a statement at the weekend by Zira Nagga, head of Public Relations, BPP, following a courtesy visit by a delegation from the National Data Protection Commission (NDPC).

Adedokun stressed that data protection is vital to Nigeria’s economy and development, particularly in areas such as demography, health, education, and other key sectors.

He emphasised that no country should leave its data unprotected, as it plays a crucial role in future planning and national development.

“Data governs the world. It is essential to technological progress and must be protected for a country or business to be taken seriously,” he said.

Adedokun described the visit, aimed at fostering partnership on data policy implementation and protection, as timely and aligned with national goals.

He said the BPP would collaborate closely with the NDPC to boost data development, capacity building, and enhance the procurement system.

“The BPP will support compliance as part of the ‘Nigeria First’ Policy, although it is not a core procurement eligibility requirement,” he explained.

He suggested a hybrid training model to help build strong capacity in data protection, privacy awareness, and policy understanding.

According to him, a dynamic training approach will reduce logistics costs and improve public confidence in data safety and privacy.

Dr Vincent Olatunji, CEO, and national commissioner, NDPC, praised Adedokun and the BPP for supporting data protection initiatives.

He said the partnership supports President Bola Tinubu’s vision and will strengthen data privacy across Ministries, Departments, and Agencies (MDAs).

“The collaboration will create awareness and train BPP staff to ensure a firm grasp of data protection principles and policies,” he stated.

Olatunji said the NDPC would establish a working group to finalise a Memorandum of Understanding beneficial to both institutions.

He added that President Tinubu signed the NDPC into law on 12 June 2023 to uphold citizens’ rights and protect national and business data.

Olatunji also noted that strict legal measures were in place to enforce data protection and ensure full compliance nationwide.

Both agencies agreed to form a team to sign the MoU and focus on capacity building and data management in procurement and beyond.

 

 


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E-Business

FG Mulls Fibre Optic Layout to Bridge Internet Gaps

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President Bola Tinubu said that his administration has initiated a project to install fibre optic cables across the country, aimed at enhancing the socio-economic development of Nigeria.

FG Mulls Fibre Optic Layout to Bridge Internet Gaps

His plans were contained in a speech he delivered at a joint session of the National Assembly in commemoration of Democracy Day on Thursday, June 12.

He said the fibre optic layout is part of other projects being embarked on.

“In addition, we have embarked on an ambitious project to lay fibre optic cables across the nation, a transformative step toward bridging the digital divide and fostering greater connectivity.

“This initiative promises not only to enhance the speed and reliability of internet access but also to revolutionise how businesses operate, how students learn, and how communities stay connected,” Tinubu stated.

He maintained that by extending this critical infrastructure, his government is empowering entrepreneurs, enabling digital education, and providing the tools for our youth to compete in a globalised world.

In a most recent report on Internet connectivity, The ICIR pointed out how Nigeria has faced setbacks in its deployment of fibre optic cables and needs a transformation.

The challenges revolve around vandalism, inadequate coordination between road construction and telecom infrastructure, and varying right-of-way (RoW) charges across states.

Among industry experts, these issues impact network outages, increase repair costs, and hinder broadband expansion efforts.

It has also further threatened the digital economy, leading to slower Internet speeds, dropped calls, and unreliable connectivity among others.


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African Startups Raised $345m in Funding in May

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African startups raised more than $345 million across 65 deals in May, more than double the amount raised in the same period of last year, according to a report by Briter, a research and business intelligence firm.

The report disclosed that both the number of deals and participating companies declined, confirming a growing trend of fewer companies raising funds in larger sizes.

It said fintech attracted the highest share of funding in May, accounting for 34 percent of the total, while cleantech followed closely, driven by a debt deal from Sun King. The company raised $80 million (in local currency) to expand clean energy access in Nigeria.

“Equity remains the primary instrument in terms of total value. There’s no doubt about it; in fact, equity deals with disclosed amounts captured more than half of the total funding volume in May.

“However, debt financing is increasingly proving its weight. Although it accounted for only 8 percent of all deals, it represented 32 percent of the total funding, highlighting the typically larger size of debt transactions. With the rise of specialised vehicles targeting early-stage businesses, debt is becoming an increasingly important part of Africa’s innovation funding landscape,” it said.

Briter’s report added that grants continued to play a vital role in early-stage support, especially in the education technology (EdTech) sector. The Mastercard Foundation led the pack in grant activity, funding a new cohort of EdTech innovators in Nigeria and Kenya. Each selected startup is set to receive $100,000 in grant funding, in addition to mentorship and business development support.

Multilaterals also made a strong showing in May, it said. The Multilateral Investment Guarantee Agency (MIGA), a World Bank Group member, issued a $179.6 million guarantee to CleanTech firm KOKO Networks. The support will help scale its clean energy solutions across Kenya.

“This deal not only demonstrates growing international confidence in African climate ventures but also signals a promising pathway for other asset-intensive startups in clean cooking, agriculture, and renewable energy,” the report said.

From a geographic perspective, Egypt emerged as the continent’s fundraising powerhouse for the month, contributing 51 percent of all funding raised. The country recorded 12 deals across equity, debt, and bond instruments. Notably, FinTech platform MNT-Halan raised $50 million through a bond issuance, further illustrating the diversification of capital-raising mechanisms in the region.

Outside Egypt, funding was distributed across Africa’s three other key markets, which are Egypt, Nigeria, and Kenya, with limited activity recorded in countries such as Ghana, Tunisia, Morocco, and Uganda, each registering between one and three deals.

In terms of exits, the African tech landscape continues to mature. Three companies—Baobab+, Qardy, and Shopa—were acquired in May, bringing the total number of exits this year to 22. This already surpasses last year’s count for the same period. Qardy was acquired by Catalyst Partners Middle East (CPME) in a disclosed deal valued at $23 million, the report added.

 


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