E-sales: the new gold mine in Africa
Written By: Gaspard Ngono
In the 21st century, the digital has become the perfect solution for any user whether profitable. Passed the milestone of buying online, nowadays selling online has become the sanctuary of new “e-citizens” in Africa. Between real business, makeshift shops, selling off multifaceted, Africa has mastered the art of all and nothing sales. At the discovery of an expanding universe still unknown.
“Before I threw everything I was no longer use. When we begin to be crowded by an item of propriety and that we don’t know what to do with it, the better is to get rid of it “such are the words of Julius Ngahane. “My old devices I sold them at flea markets or to neighbors to 10 times less than its original price, and honestly, it did not help me,” recounts Sign Vighore.
These significant and stronger testimonies are reports of a situation that still existed once in most African countries. On the shelves of old flea markets of Kinshasa, of Douala, or of Nouakchott, the conclusion is the same: very old video recorders; tape recorders; the turntables; CRT televisions… are “survivors” of 70-90 years. These articles are waiting desperately buyers to an era where new technologies have changed the conventions and redefined the social rules. Amos Momasso is seller in a flea market. For him, these goods still have much value as at the time of their creation and internet motivates his conviction. “There are always people who want and will buy my old goods. The problem is that they do not know where to find me and I can find them on internet […] With Internet, we find anyone and everything, “he says, convinced.
Amos is not alone in this belief. With the surge of social networks and search engines, finding a person or item has become very simple. If the product sales process has gained notoriety in the West or in Asia, in Africa, it is not lagging behind. Conversely, buyers have realized that the process was possible. Kalile Atangana is a web marketing developer. He explains that: “economic growth also promotes digital innovation, therefore, a company that acts over a geographical area can do it on internet. If it is possible then to an enterprise, even the individual can enjoy the same benefits. ”
Indeed, buyers transforming themselves into sellers have all found their new sales channels for their old articles: specialized sites such as www.kaymu.cm; blogs such as BoomUser; mail alerts; viral messages or via SMS advertising… Ekinde Stanley, Nigerian trader specializing in the resale of old costumes, says: “it has become much easier. With a smartphone you just have to shoot the sold clothes, put them on internet and wait for the call of customers. ” Yet, Stanley, who himself has been refractory to web advantages, seems to have found his” network “. “I was disheartened when I started because I was told that my articles were of ancient times, but it’s fake! On internet, it sells rather than to the main market of Kaduna.
In Cameroon, it is on the website called www.kaymu.cm (the 1st marketplace of the country) that this fact is illustrated. All individuals from all social milieus have become sellers. Luxury items, electronics or appliances, furniture and even food are offered. “The more people learn that you can sell on Kaymu.cm, the less they will throw their property they no longer use […] as they’ll serve to other people,” comments Yannick Pousseu, marketing manager of Kaymu.cm. Sell on the internet has become “the” quintessential African vein. Almost everyone is doing it. However, Yannick Pousseu perfectly insisted that illicit and illegal substances (drugs, weapons, objects from traffic or prohibited by law) are not accepted.
With a bounce rate of 55.12% on this site, it will say that the web is a goldmine. In countries such as Morocco where the rate of Internet penetration was 42% and Nigeria 30% (in 2009), it is clear that online sales has knew an exponential boom.