African consumers are increasingly searching online platforms with commercial intent, which include querying prices of goods, and researching where products or services can be purchased. According to research by Google South Africa, there was an increase of 49% in query volumes in Nigeria, 37% in South Africa and 33% in Kenya, during 2014. Africa’s growing middle class is driving consumer demand and, in turn, the e-commerce industry on the continent. As a result, retailers need to ask themselves if they are ready for this “new” and evolving client base. Logistically and operationally speaking, businesses will need to shift from a business-to-business approach to a more business-to-consumer approach as retailers will now have to meet the demand of transporting products to individual clients. New structures will need to be implemented to ensure that the company’s supply chain is agile enough to respond quickly and effectively to the increased demand. While there is huge potential for e-commerce in the region, compared to emerging markets, e-retailing in Africa is still in its infancy.
Contact Megan Collinicos, DHL Express, Tel 021 409 3613, megan.collinicos@dhl.com
