Mobile e-Commerce has grown exponentially in Africa, but startups, business owners and customers still face significant challenges. Here are the Top 7 Challenges of Mobile E-Commerce in Africa
1. Limited understanding of mobile technology: Many consumers in a lot of
African countries are not familiar with mobile technology, especially how to use it to make purchases. Because of unreliable internet connectivity, many interested
businesses are uncertain about how to operate effectively online. This also
makes many consumers in these countries to be skeptical of mobile e-commerce businesses and may not trust them to provide quality products or to protect their personal information.
2. Supply chain and Logistics challenges: Many businesses in African countries
lack the supply chain and logistics infrastructure to effectively handle e-commerce transactions, making it difficult for them to deliver products to
consumers in a timely and cost-effective manner.
3. Inconsistent and ineffective regulation: Governments across Africa have taken inconsistent approaches to regulating e-commerce. Some countries restrict or limit access to the internet—which is critical for Mobile e-Commerce—while others promote it by investing in infrastructure and improving citizens’
literacy. Many African countries lack the policies and regulations to support the growth of mobile
e-commerce.
4. Poor Marketing and Customer Service: Many businesses in Africa face
challenges in marketing their products and providing friendly customer service, which can make it difficult for them to attract new customers especially
online. A limited understanding of consumer behavior can make it difficult for e-commerce businesses to market and sell their products.
5. Data privacy and security: Data privacy and security have become very
sensitive as digital technology expands and affects business activities like Mobile e-commerce. Online fraud, scams and identity theft are growing
cybercrimes in many African countries. Businesses have the double challenge of gaining customers’ trust and acquiring knowledge and resources to protect
customer data—and secure Online transactions.
6. Limited access to high-speed Internet & Payment Infrastructure: Limited
access to high-speed Internet, especially in rural areas across Africa makes it
difficult for many consumers to access e-commerce platforms and make Online purchases. Many consumers do not have access to credit cards or other forms of Online payment, and cash-on-delivery is often the only option.
7. Having A Weak Online Presence: While a business’s website should be
customer-friendly, there is more that can and should be done to create an
Online environment in which customers will want to spend time. For
example, businesses should ensure that their website has GPS functionality so
that customers can find them easily on their phones or tablets when shopping
or looking for options on the Internet.
