Nigeria’s e-commerce scene is ever-growing, projected to reach $22 billion by 2024. But this digital revolution isn’t confined to bustling metropolises; it’s quietly transforming the lives of millions of consumers in secondary cities and rural areas. At the forefront of this rural e-commerce push is Jumia, Africa’s leading online marketplace. By strategically expanding beyond the bright lights of Lagos and Abuja, Jumia is connecting previously underserved communities with the vast array of goods and services available online, bridging the retail gap and empowering rural Nigerians like never before.
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Prior to the creation of companies like Jumia that made it possible for consumers to shop without geographical restrictions, purchases of several commodities required lengthy trips, increased costs and risks that accompanied traversing unsafe roads. E-commerce has grown over the past decade with the increased penetration of smartphones and the internet. As of 2020, GSMA reported a mobile subscriber count of 173 million in Nigeria, indicating an 85% penetration rate. The prevalent use of smartphones enables consumers to conveniently access e-commerce platforms and make purchases from anywhere in the world.
Recognizing the growing number of rural Nigerians with internet access, the company embarked on a strategic expansion into secondary cities and rural areas. This involved establishing logistical networks, partnering with local agents and businesses, and tailoring product offerings to cater to the specific needs of rural communities. Jumia launched the JForce programme — a grassroots initiative launched by Jumia to take e-commerce to secondary cities within Nigeria — to meet this need. Under the aegis of the JForce programme, Jumia has established efficient delivery infrastructure, including partnerships with local logistics service providers and leveraging community pick-up stations, reaching even the most remote villages.
Modifying existing strategies, Jumia combined online and offline operations to cater to both those who have access to the internet and those who don’t. Through this tactic, the company has taken e-commerce to hundreds of Nigerians in rural communities, where digital literacy is limited.
Leveraging the age-long art of marketing by mouth, Jumia, through its JForce initiative has bridged the digital divide in rural communities and increased accessibility to e-commerce. JForce adopts a very communal model – local sales representatives who are tech-savvy give community members who lack access to smartphones or are digitally illiterate access to product catalogues on the Jumia Marketplace platform and place orders on their behalf. Strengthening the pillars of JForce, Jumia simultaneously established more than 250 pickup stations and collaborated with reliable logistic partners to fast-track product deliveries to secondary cities and rural areas. The deliberate positioning of these pick-up stations in diverse towns guarantees accessibility to even the most remote corners of Nigeria, thereby enabling customers in rural areas to overcome geographical limitations and access various products. This initiative has been a vital way to enable many rural communities to leapfrog economic and geographical barriers, stimulating growth and development with target communities and the e-commerce sector.
But the communities are not the only beneficiaries. Through JForce, Jumia works with local entrepreneurs, training them as agents to facilitate online purchases and deliveries, creating jobs and fostering economic growth within the communities. To date, Jumia has over 35,000 active JForce agents who earn a living through commissions earned from introducing consumers to shop online.
Transforming Lives, One Click at a Time
Jumia’s impact in rural Nigeria is undeniable. Families can order essential items directly to their doorstep, saving them time and money. Jumia’s “E-Commerce in Rural Areas in Nigeria” report highlights these positive changes. It reveals a significant rise in online purchases from rural areas, with a growing demand for smartphones, home appliances, and fashion items. The report also showcases the positive impact on rural entrepreneurs, with many Jumia agents reporting increased income and business opportunities.
Challenges and the Road Ahead:
Despite the success, challenges remain. Limited internet connectivity and digital literacy in some rural areas can hinder adoption. Additionally, reliable electricity supply and efficient payment systems are crucial for sustained growth.
Jumia is actively addressing these challenges. Last year, the company partnered with Starlink, a satellite internet service, to retail the Starlink Residential Kit in Nigeria to bridge the digital divide by delivering Starlink’s high-speed, low-latency internet to previously underserved regions.
In the third quarter of 2023, Jumia experienced significant growth in Gross Merchandise Volume (GMV) for physical goods across five countries, a surge that can be partially credited to its intensified expansion into rural areas and secondary cities. With the recent appointment of a new CEO in Nigeria, the company’s focus is on driving expansion initiatives across the country, aiming to replicate the successes observed in those five countries. Doubling down on this expansion strategy, Jumia aims to broaden its reach, linking more consumers to the e-commerce sphere, extending beyond the confines of major cities and into previously untapped regions within the country.
With pillars for growth and expansion solidly set in place in 2023, it is left to be imagined what the e-commerce leader will achieve this year.
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Radda approves N70,000 minimum wage for Katsina workers
Governor Dikko Umaru Radda has approved a new minimum wage of N70,000 for Katsina State workers
Governor Dikko Umaru Radda has approved the implementation of N70,000 as the new minimum wage for all workers in Katsina State.
The Chief Press Secretary to the Katsina State Governor, Ibrahim Kaula Mohammed made the announcement on Saturday morning in a post he shared on X.
According to Mohammed, Governor Radda said that the comprehensive wage implementation will cover employees across the state, local government and local education authority sectors with effect from December 2024.
“This decisive action follows our extensive negotiations and careful financial planning in line with our promised dedication to support workforce while maintaining fiscal responsibility,” the governor stressed.
Governor Radda emphasized the importance of this wage adjustment, calling on civil servants to redouble their commitment to productivity, integrity and public service.
In the same vein, he acknowledged the resilience of Katsina State’s workforce, noting that this wage increase represents more than a financial transaction.
Radda said it is also a recognition of the critical role public servants play in driving state development.
The governor concluded by saying that the Katsina State Government is a progressive and employee-centred administration committed to implementing meaningful economic reforms and capacity building as enshrined in the Building Your Future Blueprint.
Customs CG orders subsidised sale of smuggled petrol to Yola residents
Customs CG, Adewale Adeniyi has ordered the sale of smuggled petrol to Yola residents at a subsidised rate
There was jubilation among the residents of Yola in Adamawa State after the Comptroller-General of the Nigerian Customs Service (NCS), Adewale Adeniyi ordered the sale of smuggled petrol at a subsidised rate.
The NCS made this known on Thursday afternoon in a press statement it shared on both its official X and Facebook accounts.
“Following the recent seizure of petroleum products by operatives of Operation Whirlwind in the Adamawa-Taraba region, Comptroller-General of Customs, Adewale Adeniyi has authorised the sale of the seized PMS to Yola residents in Adamawa State at a subsidised rate with proceeds remitted to the Federation Account,” the statement read.
Speaking to journalists on 27 November, 2024 in Yola, Adamawa State capital, the National Coordinator of Operation Whirlwind, Comptroller Hussain Ejibunu, praised CGC Adeniyi and National Security Adviser, Nuhu Ribadu for their support.
Ejibunu during his address to reporters also clarified that the initiative will help in alleviating the impact of the removal of fuel subsidy in Adamawa State.
Ejibunu explained that the seized products intended for illegal export were confiscated through intelligence and surveillance operations, significantly easing fuel scarcity in the region.
The total seizure included 1,124 jerrycans (25, 40 and 60 litres), 53 drums (200 litres each) and 21,000 litres transported in two tankers, amounting to 71,965 litres valued at over ₦81.5 million.
He also revealed that most of the seizures occurred along the Cameroon-Nigeria border. In a collaborative effort, the Customs transferred 13 of the 14 intercepted tankers to the Nigerian Midstream and Downstream Petroleum Regulatory Authority (NMDPRA) in Yola.
Ejibunu confirmed that a suspect linked to smuggling activities had been arrested and is currently facing prosecution.
He further noted that Operation Whirlwind had helped stabilise the fuel supply in Adamawa State, reducing scarcity and price volatility.
According to him, the operation’s broader strategy aims to ‘’curb the activities of illegal oil bunkerers and marketers.’’
He urged legitimate oil marketers to continue their businesses without fear of harassment, appreciating their contributions in the fight against smuggling.
The Customs Area Controller (CAC) Adamawa/Taraba Command, Comptroller Garba Bashir stressed the need for collaboration among all stakeholders.
“This fight requires collective responsibility,” Bashir said, calling on the press, stakeholders and Nigerians to share intelligence to combat smuggling and boost economic growth.
A representative of NMDPRA in Adamawa, Humuri Timothy commended the Customs for its efforts to tackle fuel smuggling across Nigeria’s borders.
NAF launches airstrikes against terrorists in Borno
The Nigerian Air Force (NAF) has launched airstrikes against terrorists in Borno State
The Nigerian Air Force (NAF) Component of Operation Hadin Kai, launched a devastating air strike against terrorists in Kukawa, Borno.
This is contained in a statement by the Director, Public Relations and Information, Nigerian Air Force (NAF), Air Commodore Olusola Akinboyewa, on Wednesday in Abuja.
Akinboyewa said the NAF fighter jets destroyed a gun truck and neutralised several fighters in the first strike while the second was to provide close air support to repel an attack on ground troops.
He said that the first operation began with credible intelligence on the location of a terrorists’ gun truck, approximately five kilometers west of Kukawa.
According to him, the NAF fighter jets swiftly responded, acquiring and attacking the target with precision, destroying the gun truck and crippling the terrorists’ capacity.
“In the second operation, the air component responded to a distress call from ground troops in Kukawa, who were under intense attack by terrorists on motorcycles.
“The NAF air assets rapidly responded, engaging the terrorists at various intervals.
“The strike neutralised many terrorists, and our ground troops recovered over 20 abandoned motorcycles. Following the strike, ground troops are capitalising on the momentum, pursuing wounded and fleeing terrorists.
“The NAF reaffirms its commitment to the collective effort to restore peace and security in the country, and will continue to provide airpower in support of our ground forces and other security agencies,” he said.
Studio, offices destroyed as fire guts Radio Nigeria in Ikoyi
The main studio and several offices were destroyed as fire gutted Radio Nigeria in Ikoyi, Lagos
Several offices including the main studio were destroyed in the fire incident which occurred at the building which houses Radio Nigeria in Ikoyi, Lagos State.
The Lagos State Emergency Management Agency (LASEMA) in a statement signed by its Permanent Secretary Olufemi Oke-Osanyintolu on Thursday, however, said no casualties were reported at the fire scene.
“A fire outbreak has caused “significant” damage to properties of the Federal Radio Corporation of Nigeria (FRCN) in Ikoyi, Lagos,” Oke-Osanyintolu said.
“The fire, which started on Wednesday night, emanated from an air conditioning unit before escalating to adjoining buildings.”
He stated that the fire affected three studios, roofs of the buildings as Radio Nigeria suffered significant damages.
According to the LASEMA boss, several offices in the storey buildings were also affected while properties lost to the inferno were significant.
The emergency agency said that the fire was “swiftly combated” but it was not “completely extinguished” as of 10:45 p.m. on Wednesday.
“Response Team, alongside Lagos State Fire and Rescue Service, Federal Fire Service and LASAMBUS officials were able to combat the fire to prevent any secondary incident,” Oke-Osanyintolu said.
He also said that the rescue team was able to salvage valuable properties during the recovery operation.
Warning strike: Labour directs C’River workers to resume Wednesday
The organised labour in Cross River has directed state civil servants to return to work on Wednesday.
The directive is contained in a statement issued by the state chairman of the Trade Union Congress, Mr Monday Ogbodum, and made available to newsmen on Tuesday.
Ogbodum stated that the directive followed the success of the two-day warning strike over the government’s non-implementation of the new minimum wage.
According to him, negotiations between the state government and labour would resume on Thursday.
“The strike committee wants to thank all workers for their total compliance in the just concluded warning strike from Sunday midnight, November 24 toTuesday, November 26.
“This demonstrates our collective resolve to ensure that our workers get their due.
“We appreciate your resilience, not minding the excruciating working conditions we are subjected to.
“It is our firm belief that together we can move mountains,” the statement added.
It would be recalled that the workers had embarked on the warning strike, after the negotiation between labour and the government brokedown.
Fake doctor jailed for using friend’s certificate to operate
A fake doctor, Martins Ugwu, has been jailed for using his friend, George Daniel Davidson’s, certificate to operate.
A federal capital territory (FCT) high court in Jabi, Abuja, convicted Ugwu for impersonation, thereby, securing a job at the federal ministry of health.
The Independent Corrupt Practices and Other Related Offences Commission (ICPC) spokesperson, Demola Bakare, disclosed this in a statement on Tuesday.
According to Bakare, the ICPC said the commission filed a seven-count charge against Ugwu in February 2016.
“Ugwu was charged in court for making a false statement to the federal Civil Service Commission chairman, through which he secured employment in 2006,” he said.
“For 10 years, Ugwu earned N17.2 million in salaries and allowances while falsely presenting himself as a qualified medical doctor.
“The offence contravenes section 25(1)(a) of the Corrupt Practices and Other Related Offences Act, 2000.”
According to him, Ugwu also used the forged documents to obtain a staff identity card, apply for annual leave, and enroll in a postgraduate programme in epidemiology, which could have earned him a master’s degree.
During the sentencing hearing, Osuobeni Ekoi Akponimisingha, the counsel to the ICPC, urged the court to order Ugwu to return the N17.2 million he fraudulently earned.
The presiding judge, Abubakar Idris Kutigi, condemned Ugwu’s actions and sentenced him to six months imprisonment on each of the seven charges, to run consecutively, totalling three and a half years while ordering him to refund the N17.2 million he had earned illegally.