eCommerce has proven to be one of the basic mediums of purchase in this new market age and this leaves offline shoppers with the question of gaps. Can we question the trust issues in making purchases? Can we say that eCommerce platforms like eBay, Amazon, the popular Nigerian Jumia and Konga have owned the Nigerian market?
The important revelation would be gender-focused. The findings of this research show that Nigerian men make more online purchases than women. How so?
Our data shows that there were more purchases made by Nigerian men than those made by women, at a percentage ratio of 63% to 37% respectively, this breaks the general idea that women are the quicker fingers when it comes to buying and making item choices.
Further segmentation of buyers by their age structure, makes it clearer why the gender gap is at this ratio.
Interestingly, more than 56% of these buyers are between the age of 25 to 34, which accounts more for the generation X and Y of the society.
These people are more digital than physical beings and solely they rely on the power of the internet to bridge their everyday needs.
Also, in terms of financial status, this category is dominated by entry-level and mid-level works and they would not mind the comfort of product delivery to their offices and houses as against open market bargains and buying.
While the market is largely dominated by this age group, they are closely followed by people aged 18-24 (17%) and 35-44% (17%). This percentage is quite understandable as the cycle is either a little lower or higher in terms of social status and time allocation.
The remaining 10% are consumers who are over 45 years old.
Mobile appears to be the most used medium for shopping and purchase, thus the better the optimization of the e-platform in terms of UX the better chances for conversion of potential leads into paying clients.
Also, looking at the days and the segmentation of searches it is easiest to say that weekly purchases using computers are remotely controlled by the spare time these potential buyers have and majorly the retargeted ads they get from these eCommerce platforms. As operational peak periods are between 12 Noon – 6 PM, which is the usual break and close of work timing in most organizations.
Finally, Nigerians make more online purchases in November, which is usually the Black Friday period of most of these platforms and an average of 17.3% increase of all annual transactions was recorded in Nigeria in 2018 using localized eCommerce platforms.
Interesting to note that while 2 out of 3 Nigerian eCommerce shopping is done on mobile and the average iOS user spends ₦16,300, while the Android user spends ₦ 13, 400, bulk of the searches done on eCommerce platforms during the week is food driven as most users order fund, which highlights the reason for this peak period.
With the confidence of the digitalized generation X and Y in Nigeria, eCommerce has grown beyond the trust issue phase to a more established and prospective reality space.
Thus, if you look into starting up an eCommerce platform, it is best to focus on food, fashion, and electronics as these are the most sort after commodities in Nigeria.