Broadcasting
My Konga.com Experience Shows there’s Hope for Nigeria’
By Caleb Ibeh
At the height of the lockdown caused by the COVID-19 pandemic, I had been resident in the United States of America as a visiting researcher.
The opportunity, I must confess, opened my eyes to the power and relevance of e-commerce.
Before diving deep into my narrative, I must confess that I am a dyed-in-the-wool traditional shopper. Born in the mid-1960s, the best way to make me (or any of my contemporaries) part with hard-earned money is often to provide a chance to witness a product or solution I desire to buy in action. Not for me was the growing online fad that has become so popular with my kids and their peers, the one where you sit in front of a laptop computer and check items online, make payments without even physically seeing the products and wait for someone you had never met to deliver same to your doorsteps.
For me, I have to touch, feel and experience the product physically or even get to speak with an attendant in person before I can be sufficiently convinced to loosen my tightly guarded purse strings. Therefore, you would rather catch me patronizing a physical store than shop online.
But all that changed with the COVID-19 pandemic.
Living through the government-imposed restrictions that came with the lockdown in the US proved to be an awakening experience, a sort of Eureka moment, as far as e-commerce is concerned for me. I realized all too soon that most of the grocery stores and other physical outlets I used to frequent were shut. I was left with either the option of starving to death by sticking to my dated ways or learn a new dance in my old age. I had no choice than to embrace the fine art, science and novelty of shopping online.
Ah! What an experience it turned out to be! From being a novice, a cynical doubting Thomas and an incurable believer in the efficacy of physical shopping to transforming into a savvy e-commerce guru, my overnight switch astounded even my kids when I arrived back home in Nigeria.
Consider the surprise and shock that greeted my kids when I unveiled the loads of gifts, clothes and other items I brought back home for them, all shopped online from Amazon and delivered to me in the comfort of my residence in the US. The doubts cleared when I showed off my skills in navigating online sites and placing orders. My colleagues in the academia here in Nigeria too were often caught off-guard with my new-found penchant or suggestions of buying virtually everything online.
One of the first things I did when I settled down in Nigeria was to begin exploring the e-commerce sites we had in the country. I had been fully bitten by the e-commerce bug and definitely, I was not going to slow down.
However, it turned out to be not such a smooth experience at the outset.
The first e-commerce site I patronized upon my return to Nigeria was one of the big players in the country (name withheld for obvious reasons). In total, I placed three different orders at various times with this platform. However, not one of the orders was delivered without some form of issue.
The first order I placed was for an electric iron which I had seen online during one of my regular moments of window shopping. Sadly, I had to wait for over a week to take delivery of the item, despite being assured repeatedly that delivery would happen within one to three working days. Worse still, when the electric iron was delivered, it was different from the product I had seen online on its site.
On the second occasion, I received a defective washing machine after spending quality time to, once again, pick out a product on its online platform. This time, I also had to write a series of angry emails to this particular e-commerce site’s customer service unit, while also threatening to go to court, before I was refunded. I was to later discover that these complaints were a regular occurrence among patrons of the brand.
The third straw that broke the proverbial camel’s back was when I decided to surprise my wife with a lovely dress for Valentine’s. I began the process way back in early January to ensure that I did not experience delayed delivery or any other issues. But to my utter bewilderment, the dress that was delivered turned out to be several sizes small for my wife, who is a bit on the thick side. As a matter of fact, the dress could not fit my 14-year-old grand-daughter. We were to later discover that after ordering a UK size 16 dress, what was delivered was a Chinese size 16.
Out of frustration (because I needed to quickly secure this much-needed gift for my wife who had gone out of her way to get me some very expensive items for Val), I had asked the delivery staff who came to pick up the ill-sized dress for other viable options. He had urged me to try Konga but pleaded with me not to allow his office to know about him tipping me off.
Interestingly, apart from a few memorable ads I had encountered, that was the first time I was hearing of Konga from a recommendation standpoint.
I ended up falling in love with a brand managed by smart Nigerian youths. Till date, I have ordered over 25 items from Konga but I am yet to have any regrets about discovering this e-commerce giant. It is important to state here that, of the 25 instances I have shopped with Konga, I only encountered one delayed delivery issue which, interestingly, further reinforced my love, respect and admiration for the brand.
Remember the ill-fated Val dress I wanted to get for my wife?
Based on the recommendation of the delivery agent from the other company I had been patronizing, I had reached out to Konga to see if I could quickly get a dress delivered for my distraught wife. I was under pressure, having received some thoughtful gifts from her while I had only succeeded in getting her an ill-fitting gift. After checking on the Konga website and picking out a befitting dress, I had mounted pressure on the highly courteous customer service agent I spoke with on the phone to have the dress possibly delivered the next day. I made her understand that it was a gift for my wife and that it would help make her happy if it was delivered expressly.
In return, I was informed by the agent that delivery may not be possible the next day because of the high volume of orders being processed due to the Valentine’s Day celebration. Nevertheless, she promised to do her best.
By 12pm the next day, my phone buzzed.
To my surprise, the person on the other end of the line politely introduced himself as a Vice President with Konga. He proceeded to empathize with me, while also explaining and reiterating why my order could not be delivered that day. However, he made a promise to ensure that the item gets to my address early the following day, which was a Saturday. During our conversation, he passed the phone to another individual who introduced himself as Nick Imudia, the Co-Chief Executive Officer of Konga. I was positively astounded! Here I was, being treated like royalty, all because of a dress I wanted to buy and which, come to think of it, was even the first time I was shopping with this brand.
Imudia, as he called himself, also apologized for the inability to have my order delivered as requested that day in view of the deluge of other earlier orders. On the other hand, he assured me that it would be the first item to get on the delivery trail the next day. He went ahead to give me his word, adding that Konga is an e-commerce group to be trusted – a phrase that stuck with me till date and which has continued to reflect in my relationship with the brand.
By 9am the next day, I had just returned from a morning jogging session with my wife when a Konga delivery van pulled up in front of the house. Out stepped a smartly dressed delivery agent with my wife’s dress which, was not only a perfect replica of what I picked out on the Konga website, but which also fitted my wife like a glove. Her happiness and my own delight and sense of satisfaction knew no bounds.
To be fair, it is easy to knock Nigerian companies over their misdeeds. However, the experience I have had so far with Konga is sufficient in proving that there are great brands out there, doing great things in this country. It is partly the reason I have taken out time to share my experience, while also extending a word of appreciation to this delightful e-commerce giant. I also recently learnt that the engine of the Konga brand is being driven by young Nigerians – which, in itself, is another proof of the huge, undoubted potential of the human capital we possess here.
The prospects, currently, do not look so bright for Nigeria, especially with the prevailing economic crunch, spiraling inflation, dwindling value of the local currency, worsening insecurity and other societal ills.
But with brands such as Konga and others that can effortlessly defend Nigeria in the global marketplace, I have no compulsions in urging Nigerians to stay hopeful and keep the faith in the future of a brighter, more prosperous country, backed by this vibrant, brilliant, enterprising youthful generation of sound business leaders in e-commerce, fintech, and other allied tech-driven industries and other verticals.
The government of Ghana has ordered MultiChoice Ghana to reduce DSTV subscription costs by 30%, noting the significant appreciation of local currency and growing dissatisfaction with current rates.
This comes as Nigeria Data Protection Commission (NDPC) has fined MultiChoice Nigeria ₦766,242,500 for breaching the Nigeria Data Protection Act (NDPA).
According to Mr Babatunde Bamigboye, head Legal, Enforcement & Regulations, NDPC, the investigation, which commenced in the second quarter of 2024, was triggered by suspected breach of privacy rights of Multichoice subscribers and illegal cross-border transfer of personal data of Nigerians.
MultiChoice, which operates across Africa, continues to lose revenue and subscribers.
Ghana’s minister of communication, digital technology, and innovation, Samuel Nartey George, made the call last week during a meeting with a DSTV team led by Dr. Keabetswe Modimoeng, group executive for regulatory and corporate affairs.
According to a ministry statement, George said the government’s responsibility is to respond to Ghanaians’ concerns over high DSTV pricing and outdated content offers.
The Minister pointed out that despite a 30% increase in the cedi’s value over the past five months; DSTV prices have not reflected the positive economic trend.
The statement went on to say the minister is therefore calling for a 30% price reduction to match the cedi’s appreciation and to pass on economic benefits to consumers.
According to the statement, while MultiChoice has implemented promotional packages, people prefer a direct price reduction over temporary discounts.
George said feedback from public engagements revealed that many users are dissatisfied with DSTV’s content, describing it as outdated save for Premier League football. They also believe that the current cost is not justified.
”To address the concerns, he said MultiChoice Ghana has until July 21 to formally respond to the government’s request. The Minister expects a concrete proposal by this date, allowing time for further engagement before the end of July,” the statement said.
In response, Dr. Modimoeng acknowledged the government’s concerns and expressed gratitude for the opportunity to dialogue.
The MultiChoice team reacted positively to the minister’s request and committed to provide input by July 21st. They emphasised the need of balancing public interest and business sustainability.
This is the continent’s latest pricing conundrum for the pan-African pay-TV business, following fee disputes with Nigerian and Malawian authorities.
In Ghana, the demand for price cuts comes as MultiChoice is under pressure, having lost revenue and subscribers in the financial year that ended March 31, 2025. Last month, the company announced its financial year-end results.
In a statement to shareholders last month on the Stock Exchange News Service, the company said the past two financial years have been a period of significant financial disruption for economies, corporates and consumers across Sub-Saharan Africa due to challenging macro-economic factors.
Combined with the impact of structural industry changes in video entertainment, such as the rise of piracy, streaming services and social media, this has materially affected the overall performance of the MultiChoice Group, it noted.
Over this period, MultiChoice said the group lost 2.8 million active linear subscribers and had to absorb a R10.2 billion negative impact on its top line due to local currency depreciation against the US dollar.
For the year, the company reveals that linear subscribers were down 1.2 million, or 8% year-on-year, to 14.5 million active subscribers, with the loss evenly split between South African (600 000) and rest of Africa (600 000).
Nigeria Data Protection Commission (NDPC) has fined MultiChoice Nigeria ₦766,242,500 for breaching the Nigeria Data Protection Act (NDPA).
NDPC is a public institution that processes data in furtherance of its mandate as Nigeria’s data protection authority and relies on recognised lawful bases for data processing, such as consent, legal obligation, and contract.
The fine was contained in a statement signed by Mr Babatunde Bamigboye, head Legal, Enforcement & Regulations, NDPC.
According to him, the investigation, which commenced in the second quarter of 2024, was triggered by suspected breach of privacy rights of Multichoice subscribers and illegal cross-border transfer of personal data of Nigerians.
“The NDPC found, among others, that Multichoice violated the data privacy rights of subscribers and their friends who are not necessarily subscribers.
The Commission also found that Multichoice carries out illegal cross-border transfer of personal data relating to data subjects in Nigeria.
The depth of data processing by Multichoice is patently intrusive, unfair, unnecessary, and disproportionate.
This is a grave affront to fundamental right to privacy as enshrined in Section 37 of the 1999 Constitution of the Federal Republic of Nigeria.
In line with its standard remediation procedure, the Commission directed Multichoice to carry out appropriate remedial measures.
However, the Commission found the measures undertaken by Multichoice in this regard unsatisfactory.
For want of cooperation, the Commission has directed Multichoice to pay ₦766,242,500 for violating the Nigerian Data Protection Act.
“Nigeria is entitled to protect her citizens and data sovereignty under both international and extant municipal laws, as these have far-reaching implication for rule of law, national security, and economic growth.” the statement said.
Babatunde also revealed that, Vincent Olatunji, national Commissioner, NDPC, has directed that all outlets through which Multichoice is collecting personal data of Nigerian citizens should be investigated for non-compliance.
He added that any outlet that processes personal data in violation of the NDP Act is liable to penalty under the Act.
Broadcasting
IFC, AfDB Collaborate with EbonyLife Media to Explore Supporting the African Film Industry to Drive Job Creation
As part of their ongoing efforts to support the growth of Africa’s creative industries and drive job creation in the region, IFC and the African Development Bank have announced a collaboration with EbonyLife Media, Nigeria’s leading media company, to explore the conditions for the creation of a pan-African investment vehicle targeted at the region’s film sector.
The aim is to improve access to financing for productions that promote original African stories around the world. EbonyLife Media has built a reputation for bringing compelling African narratives to global audiences through innovative storytelling.
The company has produced some of the highest-grossing movies in the region and enjoys strategic collaborations with global media companies, including Sony Pictures Television, Westbrook Studios, Starz, Macro Film Studios and Idris Elba’s 22 Summers.
This effort is in line with IFC’s strategy to expand Africa’s creative industries, recognizing the sector’s potential to drive job creation – especially for youth – promote inclusive narratives, and stimulate economic growth across emerging markets.
Despite the growth of film production across the continent over the last few years, Africa’s film sector remains untapped. According to UNESCO, the sector currently supports approximately 5 million jobs and contributes $5 billion to the continent’s GDP.
However, the industry faces significant challenges that inhibit its growth potential, including persistent financing gaps, policy barriers and lack of a robust intellectual property regulatory framework and implementation, which results in up to 50 percent revenue loss to piracy by film producers in the region.
In this context, IFC, AfDB and Ebony Life are exploring ways in which they can crowd in more capital into African film productions and support the expansion of the film industry at scale in the continent, while working with governments to introduce protection of intellectual property and film incentives, essential to strengthen the economics of film production in the continent.
“Africa’s creative economy is a cultural asset and an engine for inclusive growth, youth employment, and global influence. Through this partnership, we aim to unlock new capital for the continent’s storytellers, helping them bring authentic African voices to international platforms while boosting job creation in one of the most dynamic sectors of the future,” said Dahlia Khalifa, Regional Director for Central Africa and Anglophone West Africa at IFC.
Ousmane Fall, The African Development Bank Group’s Director for Private Sector Operations, said: “This collaboration reflects the African Development Bank Group’s growing interest in creative industries as a growth sector supporting entrepreneurship and job creation for young people and women in Africa.
“By joining forces with EbonyLife, Nigeria’s premium media conglomerate, and IFC, a like-minded DFI institution, we are seeking to support the creation of a sustainable investment vehicle for film production in Africa”.
“This has been a long time coming. For nearly two years, I’ve been quietly laying the groundwork—defining and building an ecosystem designed to scale, to unlock opportunity, and to provide the vital capital African filmmakers need to create stories that resonate across borders and generations.
“Today, I am thrilled and deeply proud to welcome the IFC and AfDB on this journey. Together, we will identify ways in which we can catalyze a new era of African storytelling that can thrive on the global stage” said Mo Abudu, CEO, EbonyLife Media.
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