I’ve noticed that online marketplaces as opposed to true E-commerce websites seems to be what every company is switching to today. Jumia, Konga, DealDey, Vconnet etc. It is obviously much more cost effective for these big players and for the sellers that list their inventory on these sites it surely is a way to boost sales. However, I can’t help but think that in the long run this is going to hurt these sellers in terms of scaling and growing an actual brand in Nigeria.
Many simply operate their social media channels and direct shoppers to their Konga/Jumia page to buy. These companies aren’t really creating brand experiences. Their failure to invest in their own site doesn’t really give shoppers the opportunity to connect with the brand and simply makes the entire experience transactional. These businesses have no identity. A shopper that buys a new pair of shoes through Konga might have actually made the purchase from one of these small businesses but the shopper will tell you the shoes came from Konga.
Surely half bread is better than none from the perspective of these smaller retailers but for those who have bigger ambitions for their brand is this the right approach?