Despite the prevailing global economic downturn and associated difficulties in the local economy, Nigerians have turned to KongaYakataas a fitting avenue to shop for great deals at the best prices without burning a hole in their pockets this season.
KongaYakata, as the Black Friday sale of Nigeria’s
leading composite e-commerce giant is known, is widely regarded as the biggest
sale of the year in the annual shopping calendar in Nigeria.
The
2022edition of the month-long shopping fiesta, which kicked off on Friday November
11 and will run through Monday, December 12, 2022, has seen shoppers on Konga
buck the trend, especially with analysts and market watchers predicting that
more people are expected to drastically cut down on spending due to inflation.
Investigations reveal that rather than shy away from shopping, Nigerians have
instead chosen to rely on KongaYakata to shop smarter by targeting
value-adding deals. The development has resulted in a surprising rise in
traffic and shopping sessions on www.konga.com within the first 12 days of the campaign
as bargain-hungry Nigerians scramble for special offers and best-priced deals at Konga.
On
Konga Food, for instance, shoppers are enjoying a 50% discount on meals as well
as varied deals, including free delivery or buy-one-get-one-free in select
restaurants when they download and place their orders via the Konga
Food app. Shoppers are
also taking advantage of the extra 5% discounts on offer for customers who make
payments using their KongaPay wallet throughout the KongaYakata period.
KongaPay, a CBN-licensed mobile money platform, was recently rated by Statista,
a globally renowned market and consumer data firm, as Nigeria’s leading provider
of digital payment services for e-commerce transactions. This is in addition to
the array of other eye-catching offers available on KongaYakata such as
massive discounts, auctions, flash sales, treasure hunt, Happy Hour sales and
Budget store, among others.
Also,
while the economic crunch has admittedly resulted in a shift in shopping
preferences and patterns, KongaYakata has witnessed increased consumer
spending on convenience goods such as Fast-Moving Consumer Goods (FMCG) and
groceries, among others, with Mobile Phones, Home & Kitchen Appliances and
Electronics not far behind. Consequently, top-selling items on KongaYakata
since the commencement of the month-long sale include items such as cooking
oil, rice, pasta, tomato paste, washing/cleaning detergents, non-alcoholic and
alcoholic beverages, rechargeable fans, power banks, data dongles, UPS and surge
arrestors, electric irons and a variety of smartphones, among several others.
Indications
from within Konga equally reveal that online adoption and Average Order Value
has been impressive, particularly in view of the current economic situation,
with hundreds of thousands of confirmed orders already being processed since KongaYakata
went live. More importantly, the recent brand ambassadorship deal between the
e-commerce giant and superstar artiste, Patoranking, has resulted in a spike in
shopping activity on the platform, further justifying the status of KongaYakata
as the biggest sale of the year. The excitement has also extended to Konga’s
physical stores located across Nigeria, with increased foot traffic recorded in
major sites including Lagos, Abuja, Port Harcourt, Kano, Owerri, Enugu, Uyo and
Warri, among others backed up by a surge in retail sales.
Meanwhile,
the excitement is bound to hit greater heights among shoppers on Konga’splatforms
as the countdown to the global celebration of Black Friday on Friday November
25, 2022 draws closer.
‘‘It
has been an impressive start to this year’s edition of KongaYakata for us. Despite
the undeniable harsh economic conditions, general buying sentiments is way
above expectations. We have seen a deluge of verified orders and we haven't
even gotten to Black Friday, the 25th yet,’’ disclosed Group Head, Marketing,
Anthony Nwabuisi.
Also
commenting on how KongaYakata has remained a pivotal sales campaign for
shoppers, he added that consumers understand that they can rely on Konga for
value and guaranteed best prices – factors that have become even more relevant
in the light of current realities.
‘‘Yes,
we are seeing higher order counts and GMV. But the economic situation has
affected off-take in general. The situation has also generally affected the
Average Order Value because when we compared this year to last year, we are
trending at N21k over N26k for last year. However, we have seen more people
embrace smarter shopping in terms of deals and pricing, with consumers now and
actually focusing a bit more on FMCG and Groceries over and above Mobile
Phones, Computing etc.
‘‘Nevertheless,
adoption is very good. Our online sessions and traffic are high, in fact for us
it's about keeping the platform stable in the light of the spike in traffic and
giving our customers the best experience. Offline, we have also recorded good
impressions from the physical Konga stores nationwide. In fact, retail sales is
trending at 64.49%, with average foot traffic of 2k plus across all our
stores,’’ he concluded.
The
2022 edition of KongaYakata runs from Friday, November 11 till Monday, December
12, 2022.
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