A new consumer-focused survey has projected Konga as the most
admired and innovative e-commerce company on the African continent.
The survey, which was published on March 15, 2023, coincided
with the World Consumer Rights Day.
The market-wide consumer-based survey examined the current
state, performance and growth path of e-commerce in Africa. The poll, which cut
across multiple consumer layers from youths to middle age and Boomers returned
a promising verdict on Konga, identifying it as the fastest growing e-commerce
company in Africa.
The survey carried out by DigiPundits, a pan-Africa digital
research and marketing firm returned the same verdict on Konga as previous
independent surveys, all of which placed Konga top of the pack in the areas of
pocket-friendly pricing, operational efficiency, and the courage to take
responsibility whenever a hitch occurs.
When asked which of the e-commerce companies in Africa they
would wish to work with, most of the respondents, mainly youths, said they
preferred Konga as a potential workplace of choice.
Respondents described Konga as highly responsive, ambitious
and bullish in its deployment of technology to scale-up operations. They also
ranked Konga high as a responsible corporate citizen. Respondents recalled that
during the Covid-19 lockdown when they had to rely more on e-shopping, Konga
stood out not only in making sure that prices of goods were heavily discounted
with free, real-time delivery, but also in going a step further to supply
thousands of families nationwide with essential food items, free of charge.
In addition, Konga was adjudged the most emotionally
intelligent e-commerce company. Its partnership with a number of big brands
ensured that consumers got their household needs with free toppings delivered
to them hassles-free during the lockdown. Indeed, Konga’s strategic
partnerships with manufacturers of sundry consumer goods has made it a one-stop
shop for diverse brands of fast-moving consumer goods (FMCGs) which has
triggered a spike in traffic to Konga’s online platform and physical stores.
The e-commerce giant’s unique composite - online-offline
model- was also cited as a unique differentiator over competition. The
existence of Konga brick-and-mortar stores nearer to the people across the
country has made it easier for the e-commerce company to deliver goods and
respond to emergencies ahead of others, the survey noted.
Respondents to the survey questions also cited ease of
payment on Konga platform as one of the reasons they are loyal to the brand. Konga launched KongaPay in 2015 in
partnership with Nigerian commercial banks to ease the bottlenecks and check
insecurity associated with online payments.
KongaPay, a secure and easy-to-use payment app for Konga customers and
other users, stood out above the rest as it comes bundled with internal
security and full compliance with extant KYC regulations that gives online
payers peace of mind.
This innovation has, over the years, protected online
shoppers on Konga platform against cyber crooks when they share sensitive
information such as their bank or credit card details, contact information and
address while processing transactions. KongaPay mirrors the Amazon payment
platform with its convenient payment features. The CBN-licensed mobile money wallet has equally
been fully integrated with many banks in Nigeria which makes payment for
transactions seamless and safe.
Konga was founded in July 2012 with just 20 staff. But it has grown to an e-commerce giant in
Africa with over 800 staff. It has received rave reviews as the most
customer-friendly e-commerce company which unlike much of the competition, has
a pedigree for vending original products because of its strong liaisons with
global Original Equipment Manufacturers (OEMs).
Respondents to the survey disclosed that Konga has built a
reputation for stocking only genuine products, thereby taking a stand against
selling fake or substandard products. It practices What You See Is What You Get
(WYSIWYG) which keeps it several steps ahead of the competition. Many
respondents complained that often, some e-commerce companies advertise a
product of superior quality but deliver the very opposite of what was
advertised: a product of very poor quality.
Konga was acquired by the Zinox Group, a leading tech powerhouse,
in early 2018 in what was regarded as the biggest corporate coup in Africa’s
ICT ecosystem. Nobody saw it coming but that ambitious acquisition of Konga by
Zinox Group and its subsequent merger with Yudala, another market maverick
under the Group, has completely reset Nigeria, nay Africa, e-commerce market.
Nigeria, South Africa, Kenya, Morocco and Egypt were rated
the top five e-commerce markets in Africa in the report.
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