Nigeria Leads South Africa, Kenya, Others in Online Shopping

The 2016 Broll Shopper Segmentation Report has revealed that Nigeria is leading other African countries in online shopping.

According to the Broll Shopper Segmentation Report 2016 Volume 1, 64 per cent of online shoppers in the region are Nigerians and make purchase online more often than any country saying that 83 per cent are regularly using the shopping centre app for specials and/or product searches.

Divisional Director for Research, Broll Property Group, Elaine Wilson, who commented on the report, said that online shopping is mostly dominated by a growing young internet savvy generation, who are price conscious and can easily do their research online to compare prices and deals.

She said that although 58 percent of those surveyed prefer traditional shopping, 78 percent believe they will shop more online in future.

Wilson observed that Nigerian consumers are experienced shoppers who are organised and shop from a list as well as compare prices.

According to her, Abuja shoppers are window shoppers who look for bargains and always buy the same brands while those in Lagos are experienced shoppers who plan their shopping trips and they also regard themselves as smart shoppers, reveals the report.

“Nigerian consumers are very sophisticated and are used to shopping internationally particularly in the UK, US, South Africa and Dubai and they regularly compare product ranges and prices for the best deals both locally and internationally,” said Chief Executive Officer, Broll Nigeria, Bolaji Edu.

Compared to Kenya and South Africa, Nigeria as a whole has a very limited number of leisure opportunities that the whole family can enjoy. Visiting a secure shopping centre where consumers can shop, eat, socialise and watch a movie is a good option especially during the rainy season, explains Edu.

Of those surveyed, 92 percent said trading hours are inadequate and would ideally like to see shopping centres trade from 7am to 10pm.

Edu said that many consumers work long hours and by the time they finish work and sit through traffic trying to get to the shops, many will be closed for trade for the day, therefore with current opening hours (9am to 9pm), it is often difficult for many shoppers.