The rate of growth in retail current value sales of mobile e-commerce accelerated sharply during 2021, as economic recovery boosted consumer confidence and the supply-chain disruptions that occurred in 2020 were not repeated. Mobile e-commerce continues to account for the bulk of overall e-commerce sales as smartphone ownership continues to grow, internet speeds improve and more retailers launch smartphone apps.
Mobile e-commerce accounted for almost two-thirds of e-commerce by retail value share in 2021. Stiff competition between mobile phone manufacturers has made smartphones more affordable, and mobile network providers have also made internet services more accessible by offering a range of low-cost data plans.
With consumers spending more time at home due to COVID-19, 2020 and 2021 saw a surge in food delivery apps like Jumia Food. It offers delivery from such popular local restaurant chains as Chicken Republic and Pizza Hut.
The rate of growth in retail current value sales of mobile e-commerce will remain in the double-digits during 2022 and the remainder of the forecast period, as economic recovery boosts consumer confidence. During the forecast period as a whole, strong population growth and urbanisation will continue to support growth in demand for mobile e-commerce.
The pandemic has made Nigerians more comfortable using their mobile phones for financial transactions. Prior to the pandemic, the use of mobile money in Nigeria lagged behind many other African countries.
The main players in mobile e-commerce, Jumia Technologies AG and KongaPay, are likely to face increased competition during the forecast period. On-demand delivery apps like Uber Eats and Glovo, which launched in a number of African countries during the review period, may enter Nigeria, while more retailers and restaurant chains will launch their own apps.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Mobile E-Commerce (Goods) industry in Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Mobile Internet Retailing includes sales through mobile devices such as smartphones and tablets. Please note that these sales are also included in the Internet Retailing Channel. Mobile Internet Retailing is also known as m-commerce.See All of Our Definitions
This report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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