How to sell online in Nigeria, Ghana and Kenya

Guides and Tips
Janet John
June 3, 2021
How to sell online in Nigeria, Ghana and Kenya

Africa is home to over 54 countries with fast-growing cities and each of this at its own stage of economic development. As technology evolves, a lot of businesses in most countries have taken their businesses online so as to easily attract the tech-savvy millennials who are keener to shop online.

Mobile phones are the primary devices used to access the internet in Africa so many prefer to shop online via mobile apps or websites. As of December 2020, Kenya had an internet penetration of approximately 85.2%, Ghana reached 50% internet penetration in 2021, Nigeria, one of the countries with the biggest number of internet users worldwide had the majority of web traffic in leading digital markets in Africa where 75 per cent of web traffic was generated via smartphones and only 24 per cent via PC devices according to Statista.

For a business to thrive in this ever-changing tech world, business owners have to adapt by taking their businesses online. Having a physical shop is no longer enough as online marketplaces have gradually dominated the market offering business opportunities for merchants to expand into other regions like Africa.

For international merchants that may want to expand into African markets, it is worth checking the kind of e-commerce buyers that you want to attract and learn what product best suits your target market. Reports show that the most valuable sectors are fashion, electronics, and media. The revenue of online fashion could reach almost 4.8 billion euros in 2020 and up to nine billion euros in 2024. 

Selling in Africa is worth considering for many international e-commerce merchants because there is a large and active consumer market. Still several factors can influence the degree to which online businesses are successful in a country. They include internet speeds and penetration, payment platforms and solutions, delivery, and logistics management.

Different ways international merchants can sell online in Nigeria, Ghana, and Kenya

The landscape of e-commerce is constantly evolving the way that goods and services cross borders. In countries like Nigeria, Ghana, and Kenya, e-commerce is used to extend retail services to smaller towns where there are limited choices of goods. As of 2019, the number of digital buyers in Africa experienced an increase to 233 million. The number of e-commerce users in the continent was projected to grow significantly in the next years, according to a Statista forecast. By 2024, they could be roughly 478 million, about double the number in 2019.

The growth of e-commerce in Africa is a unique opportunity for international merchants to access the market since the total value of e-commerce in Africa is expected to reach $29 billion by 2022.  International merchants can choose to sell online in Nigeria, Ghana, and Kenya by:

1. Integrating a payment gateway

The first step is deciding what products you would like to sell and the platform you would like to use. If you cannot afford to pay for a professional to build your site, you can leverage e-commerce website builders to help you sell like Wix, WooCommerce, Magento, BigCommerce, etc. These platforms are built specifically to help you make an online store. They are  SEO-friendly and fully customizable with a drag-and-drop builder, a free domain for one year, and visitor analytics.  If you are using any of these e-commerce site builders as an international merchant, you can easily integrate Klasha as a payment gateway to simplify the checkout and delivery process.

2. Leveraging an already existing online marketplace 

Another way to sell online in Nigeria, Ghana, or Kenya is to leverage online marketplaces as they tend to attract more visitors and have a broader reach because they are already well-known brands. You can become a merchant on any of these marketplaces and leverage the popularity that they already have to grow your business.

Challenges of selling  online to Nigeria, Ghana, and Kenya

Selling online can be really helpful but the challenge that most merchants and consumers face include:

1. Cross-border payments: The internet has brought the world relatively close and it is beneficial for businesses to be able to accept payments globally. One of the challenges businesses encounter is how to receive cross-border payments efficiently. This poses a great threat to international merchants hoping to sell in Africa.

2. Multi-currency payment methods: Multi-currency payment means accepting a variety of payment methods and currencies and most online platforms do not provide this which is a problem for businesses. Accepting multi-currency payments can help online merchants compete in the global markets.  Selecting a payment service provider that already has the necessary infrastructure set up can provide an effective, and immediate, solution to this problem.

3. Card data security: With the high rate of online fraud, users want to be sure that their card details are safe and secured when carrying out online transactions. It is important for businesses to safeguard user information and also develop new security solutions to keep their customers safe.

Klasha is simplifying payment and delivery process to Africa

New technologies have already simplified and smoothed business-to-business and business-to-customer experiences. Klasha helps merchants worldwide sell online to Africa and receive payments in local African currencies while enjoying super fast last-mile delivery to consumers across the continent. Here is how:

1. If you are looking to start an online business, integrating Klasha into your website or online store can help anyone easily receive payments from Africa in their local currencies solving the problem of cross-border payments.

2. Klasha also solves the problem of multi-currency payment methods through the Klasha mobile app which is a simple and secure app that allows you to make local and international payments online in your local African currencies without any restrictions. With the Klasha mobile app, you can create a virtual card, fund it with NGN, KES, or GHC, see all your transactions, including the amount paid, merchant details, card information, and much more.

3. Klasha also solves the problem of card-data security by implementing a variety of security measures to maintain the safety of your personal information. All supplied sensitive/credit information is transmitted via Secure Socket Layer (SSL) technology and then encrypted into their payment gateway providers database.

4. Klasha also solves a very important problem faced by most international merchants looking to expand into Nigeria, Ghana, and Kenya which is delivery, and logistics management.  With KlashaCargo, goods are swiftly shipped  to customers in Africa in 5-9 days.

If you do not have a Klasha account, today is a good day to get, start here.

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