尼日利亚电子商务市场前景及投资研究报告-培训课件外文版2024.4

DIGITAL

&

TRENDSE-commerceinNigeriaCHAPTER

01OverviewE-commerceretailasshareoftotalretailinselectedAfricancountriesfrom2020to2021E-commerceretailasshareoftotalretailinAfrica2020-2021,bycountryShareofretailpurchases202120204%0%1%2%3%5%6%7%8%7%7%NigeriaSouthAfricaKenya4%3%4%4%2%3%Egypt2%2%Morocco3Description:In2021,sevenpercentofallpurchasesinNigeriaweremadeonline.Thiswasthehighestshareofe-commerceretailamongthefiveAfricancountriestakenintoaccount.SouthAfricaandKenyafollowedwithfourpercent,whilee-commerceinEgyptandMoroccoaccountedforthreepercentandtwopercentofthetotalretail,respectively.ReadmoreNote(s):Africa;2020to2021Source(s):PPRONumberofe-commerceusersinselectedAfricancountriesin2023and2027(inmillions)Numberofe-commerceusersinselectedAfricancountries2023-2027NigeriaEgyptKenyaSouthAfricaMorocco133.3416014012010080143.87122.52111.62101.3184.0478.773.0267.6462.416038.07

37.56202735.06

35.520264032.12

33.3531.5629.8228.8325.71202317.8618.5619.2616.6115.39200202420254Description:Thenumberofusersisforecasttoexperiencesignificantgrowthinallregionsin2027.Fromtheselectedregions,therankingbynumberofusersintheE-commercemarketisforecasttobeleadbytheNigeriawith143.87millionusers.Incontrast,therankingistrailedbyMoroccowith19.26millionusers,recordingadifferenceof124.61millionuserstotheNigeria.ReadmoreNote(s):Kenya,Morocco,Nigeria,SouthAfrica,Egypt;2023to2027Source(s):DigitalMarketInsightsInternetuserpenetrationinNigeriafrom2018to2027Nigeria:onlineusagepenetration2018-202760%48.11%50%46.35%44.53%42.65%40.72%38.73%40%30%20%10%0%36.67%34.55%33.42%28.75%201820192020202120222023*2024*2025*2026*2027*5Description:InternetuserpenetrationinNigeriasawaslightincreasebetweentheyears2018and2022,goingfromaround26percenttoover38percent.Asof2022,theestimatednumberofinternetusersinthecountrywasmorethan108million.Moreover,theshareoftheNigerianpopulationusingtheinternetisexpectedtogrowtoapproximately60percentby2027.ReadmoreNote(s):Nigeria;2018to2022;*Forecast.Source:basedonITUandnationalstatisticalofficesReadmoreSource(s):NumberofinternetusersinNigeriafrom2018to2022,withforecastsfrom2023to2027(inmillions)InternetusersinNigeria2018-2022,withforecastsupuntil2027140120117.83110.81103.9197.1310090.4883.9477.5380604020071.2367.1756.31201820192020202120222023*2024*2025*2026*2027*6/statistics/183849/internet-users-nigeriaAsof2022,Nigeriahadnearly84millioninternetusers.Thisfigureisprojectedtogrowto117millioninternetusersin2027.Moreover,internetpenetrationamountedtoover38percentofthepopulationin2022andissettoreach48percentin2027.ReadmoreNote(s):Nigeria;2018to2022;individualsinthecountryusingtheinternet;*ForecastSource:basedonITUandnationalstatisticaloffices.ReadmoreSource(s):CHAPTER

02Spending&PaymentsShareofinternetusersusingmobilepaymentmethodseachmonthinselectedcountriesinAfricacomparedtotheglobalaveragein2021InternetusersusingmobilepaymentmethodsinAfrica2021,bycountry30%25%25.8%23.1%20%15%10%5%18.6%15.1%15%8.8%8.7%0%KenyaNigeriaEgyptSouthAfricaGhanaMoroccoWorldwide8Description:Asofthethirdquarterof2021,KenyawastheleadingcountryinAfricaintheadoptionofmobilepaymentmethods.Inthiscountry,around23percentofinternetusersmademobilepaymentsonamonthlybasis.NigeriaandEgyptfollowed,withapproximately19percentand15percentofinternetusers,respectively.Inthatyear,theglobalaveragestoodat25.8percent.ReadmoreNote(s):Worldwide,Africa;Q32021;16-64years;mobilepaymentservices,e.g.ApplePayorSamsungPaySource(s):DataReportal;GWI;Hootsuite;WeAreSocialRevenueperuserofthee-commercemarketinNigeriafrom2018to2027(inU.S.dollars)Revenueperuserofe-commerceinNigeria2018-20271009087.768073.8172.1970.7470.2968.7170605040302010066.2364.4263.8562.7820182019202020212022202320242025202620279Description:TheaveragerevenueperpayingE-commerceuserinNigeriawasforecasttoincreasebetween2023and2027byintotal4.1U.S.dollars(+6.19percent).Thisoverallincreasedoesnothappencontinuously,notablynotin2026and2027.

ReadmoreNote(s):Nigeria;2018to2027Source(s):DigitalMarketInsightsE-commerceconsumerspendinginNigeriain2022,bycategory(inmillionU.S.dollars)E-commercespendinginNigeria2022,bycategorySpendinginmillionU.S.dollars1,000

1,50005002,0002,5002,4003,000ElectronicsFashionFurniture1,500811.1Toys,DIY&HobbiesPersonal&householdcare684.9592.4PhysicalmediaFood335233.5Beverages57.4110Description:Asof2022,electronicsaccountedforthelargestonlinespendinginNigeria.Thissectorwasworthapproximately2.4billionU.S.dollars,followedbyfashion,with1.5billiondollars.Otherleadingcategoriesintermsofvaluewerefurniture,toysandhobbies,andpersonalandhouseholdcare.ReadmoreNote(s):Nigeria;Q32022;15yearsandolderSource(s):DataReportalAnnualgrowthine-commerceconsumerspendinginNigeriain2022,bycategoryE-commercespendinggrowthinNigeria2022,bycategoryPercentagechangeinspending-15%-25%Physicalmedia-20%-10%-5%0%-4.5%FashionPersonal&householdcareToys,DIY&HobbiesBeverages-8.9%-9.7%-10.2%-10.5%Electronics-13.7%-15.7%FoodFurniture

-23.6%11Description:In2021,e-commerceinfurnitureinNigeriaexperiencedthelargestdegrowthamongthedifferentgroupings.Comparedtothepreviousyear,onlinesalesoffurnituredecreasedbyroughly24percent.Thefoodsectorshrankbyaround16percent.Moreover,theelectronicssectorwasthemostvaluablee-commercecategoryin2021,whichaccountedforover2.4billionU.S.dollars.

ReadmoreNote(s):Nigeria;Q32022;15yearsandolderSource(s):DataReportalDistributionofcardschemeinNigeriaasof2022Visa,MastercardmarketshareinNigeria2022Visa18%Mastercard28%Localscheme54%12Description:AsofJanuary2022,locallabelswerethemostpopularforcreditanddebitcardsinNigeria.Moreover,about28percentofcardholdersinNigeriahadaMastercard,whilesome18percentownedaVisa.However,dataoncreditcardpenetrationinNigeriashowthattheshareofpeopleowningacreditcardisquitelowinthecountry.ReadmoreNote(s):Nigeria;January2022Source(s):PPROShareofpaymentswithe-walletinNigeriain2020,byleadingserviceShareofpaymentswithe-walletinNigeria2020,byleadingservice4.5%4%4.0%3.5%3.0%2.5%2.0%1.5%1.0%0.5%0.0%3%3%KongPayPayPalOther13Description:In2020,e-walletheldabout10percentofdigitalpaymentsinNigeria.ThemostcommonservicewasKongaPay,whichaccountedforfourpercentofthepayments,whilePayPalfollowedwiththreepercent.Overall,cashandbanktransferswerethesecondmostcommonpaymentmethodsinonlineretailaftercards.However,dataoncreditcardpenetrationinNigeriashowthattheshareofpeopleowningacreditcardisquitelow.

ReadmoreNote(s):Nigeria;January1,2020Source(s):PPROCHAPTER

03MarketplacesE-commercemarketpenetrationrateinselectedAfricancountriesin2023and2027E-commercepenetrationrateinselectedAfricancountries2023-2027EgyptKenyaSouthAfricaNigeriaMorocco66.66%80%70%60%50%40%30%20%10%0%70.13%63.86%59.69%62.8%56.03%59.98%56.98%59.09%51.29%51.71%58.58%49.06%55.37%55.54%47.69%54.08%52.23%49.36%46.66%48.71%43.46%46.32%45.27%40.66%2023202420252026202715Description:Thepenetrationrateisforecasttoexperiencesignificantgrowthinallregionsin2027.Fromtheselectedregions,therankingbypenetrationrateintheE-commercemarketisforecasttobeleadbyEgyptwith70.13percent.Incontrast,therankingistrailedbyMoroccowith49.06percent,recordingadifferenceof21.07percentagepointstoEgypt.ReadmoreNote(s):Kenya,Morocco,Nigeria,SouthAfrica,Egypt;2023to2027Source(s):DigitalMarketInsightsE-commercerevenueofthefoodandpersonalcaremarketinselectedAfricancountriesfrom2017to2025(inmillionU.S.dollars)Revenueofthefoodandpersonalcaree-commercemarketinselectedAfricancountriesEgyptNigeriaSouthAfricaMoroccoKenya3,0002,5002,0001,5001,0005002,6322,2391,8801,4811,1651,1091,0847471,0249026935483545705425064651664191443163032642331902042101391322011732131771851641471151187941557136919020172018201920202021202220232024202516Description:Since2017,therevenuefrome-commerceinthefoodandpersonalcaremarketintheselectedAfricancountriesincreasedsignificantly.RevenueinKenyaforexampleincreasedfromninemillionU.S.dollarsto79milliondollarsin2020andisexpectedtoincreaseevenfurthertoover177millionin2025.In2020,e-commercerevenueofthismarketwashighestinEgyptatalmost700millionU.S.dollars,followedbyNigeriawitharound550milliondollar.TheDigitalMarket[...]

ReadmoreNote(s):Kenya,Morocco,Nigeria,SouthAfrica,EgyptSource(s):DigitalMarketInsightsTotalnumberofwebvisitorsofallonlinemarketplacesforphysicalgoodspresentinNigeriafrom2017to2020(in1,000s)WebvisitorsofallonlinemarketplacesinNigeria2017-2020300,000250,695242,726250,000200,000150,000100,00050,0000230,862231,065201720182019202017Description:In2020,thenumberofvisitorsofallonlinemarketplacespresentinNigeriawasapproximately242.7million.Thisregisteredadecreaseincomparisontothepreviousyear,whenmorethan250milliononlinevisitswerereported.InNigeria,themostpopularonlinemarketplaceisJumia,acompanybasedinNigeriawhichoperatesinseveralotherAfricancountries.ReadmoreNote(s):Nigeria;2017to2020Source(s):InternationalTradeCentreMostpopularappsinGooglePlayStoreintheshoppingcategoryinNigeriainJuly2021,bynumberofdownloads(in1,000s)PopularshoppingappsinGooglePlayStoreinNigeria2021Numberofdownloadsinthousands050100150200250300350352.55400JUMIAOnlineShoppingJijiNigeria:Buy&SellOnline95.6980.2374.7762.647.7228.3113.438.427.44Wish-ShoppingMadeFunA-LeadingonlineB2BTradeMarketplaceeBay:BuysellandsaveonbrandsyouloveAliExpressAmazonShopping-SearchFindShipandSaveMercadoLibre:comprafácilyrápidoClubFactory-OnlineShoppingAppPatPat:KidsBabyClothing-DailyDealsforMoms18Description:AsofJuly2021,JumiaOnlineShoppingwastheleadingshoppingappinNigeria.InGooglePlayStore,thisappwasdownloadedover350thousandtimesthatmonth,accordingto.Jumia,basedinNigeria,isgenerallythemostpopulare-commerceplatforminAfrica.TheNigeriadomainofJumiawebsiteisthemostclickedJumiadomainsinAfrica.ReadmoreNote(s):Nigeria;July2021Source(s):AirnowMostpopulariOSappsintheshoppingcategoryinNigeriainJuly2021,bynumberofdownloads(in1,000s)PopularshoppingappsforiPhoneinNigeria2021Numberofdownloadsinthousands1.0

1.50.00.52.02.53.03.5JumiaOnlineShoppingJijiNigeria3.232.1AliExpressShoppingAppWish-ShoppingMadeFunAB2BTradeApp1.090.660.630.560.54AmazonShoppingPatPat-Kids&BabyClothingSHEIN-OnlineFashionAppleStore0.430.410.319Description:AsofJuly2021,JumiaOnlineShoppingwastheleadingiOSshoppingappinNigeria.IntheApplestore,thisappwasdownloadedoverthreethousandtimes,accordingto.Jumia,basedinNigeria,isbyfarthemostpopulare-commerceplatforminAfrica.Jijirankedsecond,withsome2.1thousanddownloadsforI-Phones.ReadmoreNote(s):Nigeria;July2021Source(s):AirnowShareofconsumersshoppingmoreonlinesincethebeginningofthecoronavirus(COVID-19)pandemicinselectedAfricancountriesin2021Increaseine-commerceduetoCOVID-19inAfrica2021,bycountryShareofconsumers0%10%20%30%40%50%60%70%80%90%NigeriaKenya81%79%79%GhanaEgypt72%72%TanzaniaSouthAfricaIvoryCoast68%68%20Description:DigitalshoppinginAfricaincreasedsincethecoronavirus(COVID-19)outbreak.Accordingtoanonlinesurveyconductedin2020and2021,81percentofconsumersinNigeriaareshoppingmoreonlinesincethebeginningofthepandemic.Thehealthcrisisledtoincreasingdemandfore-commerceinAfrica.KenyaandGhanaregisteredanincrementof79percentinonlinepurchases.InSouthAfrica,onlineshoppinggrewby68percent.There,overhalfofconsumersreportedthatthey[...]

ReadmoreNote(s):Africa;2021;1,000respondentseachinSouthAfrica,Nigeria,Kenya,andEgypt;500respondentseachinGhana,IvoryCoast,andTanzaniaSource(s):MasterCardShareofe-commerceuserswhoplantodolesssupermarketshoppingafterthecoronavirus(COVID-19)inselectedAfricancountriesasof2020IncreaseinonlinegroceryshoppingafterCOVID-19inAfrica2020,bycountryShareofe-commerceusers0%10%20%30%40%50%60%70%80%NigeriaSouthAfricaKenya70%65%64%Egypt48%21Description:Thecoronavirus(COVID-19)outbreakdeterminedachangeinconsumers'shoppingbehaviorsinAfrica.In2020,70percentofNigeriane-commerceuserswereplanningtodolesssupermarketshoppingevenafterthepandemic.Thesamewastruefor65percentofSouthAfricansand64percentofKenyans.Moreover,increasedonlinegroceryshoppingafterthehealthcrisiswasexpectedby48percentofEgyptiandigitalshoppers.

ReadmoreNote(s):Kenya,Nigeria,SouthAfrica,Egypt;2020Source(s):Nielsen;UNECACHAPTER

04JumiaActivecustomersofJumiaTechnologiesAGasof4thquarter2020(inmillions)ActivecustomersofJumiaTechnologiesAG2017-2020876546.86.86.76.46.15.54.84.343.53.2332102.7Q4'17Q1'18Q2'18Q3'18Q4'18Q1'19Q2'19Q3'19Q4'19Q1'20Q2'20Q3'20Q4'2023Description:Nigeriane-commerceplatformJumiahad6.8millionactivecustomersinthelastquarterof2020,upfrom6.1millionLTM(last12months)activecustomersinthecorrespondingquarterofthepreviousyear.TheplatformisavailabletocustomersinseveralAfricancountries.ReadmoreNote(s):Africa;Q42017toQ42020;LTMactivecustomersSource(s):Jumia(JumiaTechnologiesAG)AnnualnetrevenueofJumiaTechnologiesAGfrom2017to2020(inmillioneuros)AnnualnetrevenueofJumiaTechnologiesAG2017-2020180160140120160.4139.6129.110080604020093.1201720182019202024/statistics/1042966/annual-net-revenue-of-jumiaIn2020,Nigeriane-commerceplatformJumiagenerated139.6millioneurosinrevenues,markinganannualdecreaseofabout20millioneurosfromthepreviousyear.Backin2017,theannualrevenueofJumiawasbelowthe100millioneurosmark.ReadmoreNote(s):Africa;2017to2020Source(s):Jumia(JumiaTechnologiesAG)DistributionofvisitsonJumiainAfricaasof2023,bycountryDistributionofvisitsonJumiainAfrica2023,bycountryOthers18%Côted`Ivoire5%Nigeria31%Tunisia6%Kenya9%Morocco17%Egypt14%25Description:JumiaistheleadingonlinemarketplaceinAfrica,countingthehighestnumberofmonthlyvisits.Jumia'shomemarket,Nigeria,accountedforthemajorityofthevisits,around31percentofthetotalasof2023.MoroccoandEgyptfollowed,withsharesof17percentand14percent,respectively.ReadmoreNote(s):Africa;2023Source(s):WebRetailerMonthlyActiveUsers(MAU)oftheJumiaFoodapponiOSandAndroiddevicesinKenya,Egypt,andNigeriafromJanuary2017toDecember2021MonthlyActiveUsers(MAU)ofJumiaFoodappinKenya,Egypt,andNigeria2017-2021EgyptNigeriaKenya700,000600,000500,000400,000300,000200,000100,0000Jan

Mar

May

Jul

Sep

Nov

Jan

Mar

May

Jul

Sep

Nov

Jan

Mar

May

Jul

Sep

Nov

Jan

Mar

May

Jul

Sep

Nov

Jan

Mar

May

Jul

Sep

Nov20172017201720172017201720182018201820182018201820192019201920192019201920202020202020202020202020212021202120212021202126Description:JumiaFoodisapopularfooddeliveryandonlinegroceryshoppingappactiveinkeyAfricanmarkets.AccordingtodatafromAirnow,inKenya,Egypt,andNigeria,thenumberofMonthlyActiveUsers(MAU)oftheapphasgenerallyincreasedfromJanuary2017toDecember2021acrossbothiOSandAndroiddevices.JumiaFoodappsawarapidincreaseofMAUinNigeriain2021,andthenumberpeakedinJune2021withalmost650thousandactiveusersinthiscountry.

ReadmoreNote(s):Kenya,Nigeria,Egypt;January2017toDecember2021Source(s):AirnowMonthlynumberofvisitsonJumiaonselecteddomainsinAfricafromJanuary2020toSeptember2022(inmillions)VisitsonJumiaonselecteddomainsinAfrica2022.ng(Nigeria)jumia.ma(Morocco).eg(Egypt)jumia.co.ke(Kenya).tn(Tunisia)161412108642027Description:TheNigerianwebsiteofJumiacountsthelargestnumberofvisitsamongMorocco,Egypt,Kenya,andTunisia.BetweenJanuary2020andSeptember2022,thenumberofJumiavisitorsinNigeriapeakedatroughly14millioninNovember2021.JumiaisbyfarthemostpopularonlinemarketplaceforphysicalgoodsinNigeria.OthercommonmarketplacesinNigeriaareJiji,Konga,andCheki.ReadmoreNote(s):Africa;January2020toSeptember2022Source(s):SimilarWebCHAPTER

05OtherplayersEstimatednumberofwebvisitorsofKfrom2017to2020(in1,000s)VisitorsofK2017-202045,00042,37140,00035,00030,00025,00020,00015,00010,0005,000030,09322,94522,850201720182019202029Description:In2020,Kcountedaround23millionwebvisitors.ThisonlinemarketplaceforphysicalgoodsisbasedinLagosStateandoperatesonlyinNigeria.Between2017and2020,thenumberofvisitorsonKexperiencedageneraldecrease.However,thewebsiteranksamongNigeria'sleadingonlinemarketplaces.ReadmoreNote(s):Nigeria;2017to2020Source(s):InternationalTradeCentreDistributionofestimatedwebvisitorsofKinNigeriain2020,byageVisitorsofKinNigeria2020,byage65yearsandolder3%55-64years7%45-54years12%18-24years18%35-44years23%25-34years37%30Description:In2020,Kcounted22.9millionwebvisitorsinNigeria.About36percentofthemwereaged25to34years.ThisonlinemarketplaceforphysicalgoodsisbasedinLagosStateandoperatesonlyinNigeria.KranksamongNigeria'sleadingonlinemarketplaces.ReadmoreNote(s):Nigeria;2020Source(s):InternationalTradeCentreEstimatednumberofwebvisitorsofNigeriaCarMartinNigeriain2020(in1,000s)VisitorsofNigeriaCarMartinNigeria2017-20201801601401201691451007880604020070201720182019202031Description:In2020,counted70thousandwebvisitorsinNigeria.ThisonlinemarketplaceoperatesonlyinNigeriaandisawebsitefornewandusedcars.Between2017and2020,thenumberofwebvisitorsonthismarketplaceincreased,exceptforthedropin2020.ReadmoreNote(s):Nigeria;2017to2020Source(s):InternationalTradeCentreEstimatednumberofwebvisitorsofChutkuinNigeriafrom2017to2020(in1,000s)VisitorsofChutkuin.ng2017-20201,2001,0371,000800600400200747223730201720182019202032Description:In2020,.ngcountedabout73thousandwebvisitorsinNigeria.Chutkuisageneralclassifiedwebsiteforads.In2017,thenumberofwebvisitorsaddeduptooveronemillionanddecreasesteadilyinthethreeyearsfollowing.

ReadmoreNote(s):Nigeria;2017to2020Source(s):InternationalTradeCentreCHAPTER

06OpinionsAttitudestowardsonlineshoppinginNigeriaasofMarch2023AttitudestowardsonlineshoppinginNigeria2023Shareofrespondents0%10%20%30%40%50%60%70%67%CustomerreviewsontheinternetareveryhelpfulWhenIplanamajorpurchase,IalwaysdosomeresearchontheinternetfirstWhenIorderanitem,Ipreferexpressshipping60%46%44%IusuallymakemajornewpurchasesdirectlyviamysmartphoneortabletIprefertopurchasegoodsfromvarioussellersthroughthesameonlinemarketplace(e.g.,Amazon)40%IwanttoseeandtouchanitembeforeIbuyitWhenIbuyanitem,IwanttoholditinmyhandthesamedayIusuallymanagehabitual/recurrentordersdirectlyviamysmartphoneortabletIamexcitedaboutusingAugmented&VirtualRealitywhileshoppingNoneoftheabove25%21%20%16%3%34Description:Whenaskedabout"Attitudestowardsonlineshopping",mostNigerianrespondentspick"Customerreviewsontheinternetareveryhelpful"asananswer