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Five eCommerce Trends to Watch For 2019

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By Adeniyi Ogunfowoke,

Retailers, manufacturers, and consumers should get ready for another disruptive year in the retail marketplace. This is because eCommerce is growing and changing at a rapid pace especially in emerging economies.

If you want to continue boosting sales and conversion rates over time, it’s important to stay ahead of the latest online shopping trends. In this article, we’ll cover 6 top trends for eCommerce in 2019.

Mobile/App-only Transactions

With the increased number of eCommerce penetration in Nigeria and Africa at large, mobile eCommerce is expected to get faster and seamless. According to the Jumia Mobile Report 2018, 79% of users used their mobile phone, 18% used desktops and a mere 3% used tablets to access Nigeria’s no 1 shopping destination. Hence, it should be a little surprise that mobile e-commerce is about to get much faster and more fluid as eCommerce firms blur lines between sites and apps. So, expect the Jumia app to be super fast this year. Most transactions, especially the super amazing deals will happen only on the mobile. The apparent benefit of shopping on a mobile App is that you spend less data to make your purchases, compared to buying directly on the websites via mobile.

Social commerce becomes more popular

Since Jumia pioneered eCommerce in Nigeria, it has been a reliable means of buying items online. Another interesting dimension to eCommerce is the use of social media to transact business and there is no gainsaying that many young Nigerians have been very successful in marketing their businesses via social media. Even eCommerce businesses are not lagging behind as they now have active social media accounts for not only interacting and marketing products, but to perform real-time transactions. And this is what is expected to trend this year as consumers will be able to buy directly on social media platforms.

Voice search

Businesses do not joke with Google as it is very key to sales and turnover. They now optimise their services to appear top in search engines. The next phase is voice search. As Google Assistant and Alexa become more popular, voice search on mobile devices is being used more often to make purchases. Optimising your eCommerce shop for voice search can position your business to receive more traffic in 2019. For best results, be sure to mirror the language your target customers actually use.

Machine learning

AI-based eCommerce is still in its early development in Nigeria, but 2019 is definitely the time to begin utilising its potentials. Unlike simple automation, advanced machine learning allows you to deeply customize how individual users experience your brand. Beyond personalising specific fields according to customer data, email marketing campaigns can be triggered by patterns of customer behaviour such as purchase history. For example, if a customer habitually orders a product every few months, the system can send reminder emails prompting future re-orders.

Artificial intelligence

The rise of conversation AI (commonly known as chatbots) is one of 2019’s most popular eCommerce trends helping brands interact with customers at scale. In addition to answering common customer questions, messenger bots are also able to facilitate the buying process for online shoppers. This eCommerce trend provides massive value to busy consumers who demand immediate answers, regardless of the time of day or the platform they choose to contact.

 


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

E-Business

NITDA Takes Over National Digital Architecture System

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Nigeria has taken a major step toward strengthening its digital governance framework as the National Information Technology Development Agency (NITDA) officially assumes control of the Nigeria Government Enterprise Architecture (NGEA) infrastructure.

NITDA Takes Over National Digital Architecture System

The handover ceremony held in Abuja, marks the culmination of a high-level partnership with the Korea International Cooperation Agency (KOICA).

This transition signals a shift from fragmented IT projects to a unified, disciplined approach to national digital investment.

The NGEA initiative forms a core part of the e-Government Masterplan 2.0 (Ne-GMP 2.0), aimed at establishing a unified and structured approach to managing government IT investments and digital resources.

The framework is designed to ensure that technology deployment across public institutions aligns with national priorities while improving efficiency and accountability.

With the system now operational, government agencies are expected to adopt more integrated digital processes, allowing seamless data sharing and interoperability.

This is anticipated to reduce duplication, strengthen risk management, and translate policy objectives into measurable digital outcomes.

Over the past two and a half years, Nigerian technical experts worked closely with their Korean counterparts to develop the architecture framework, create reference models, and execute pilot programmes in key institutions.

These include the National Identity Management Commission, Nigeria Customs Service, Nigeria Immigration Service, and NITDA.

Officials say the NGEA represents a shift from fragmented digital efforts to a more coordinated, citizen-focused system.

The infrastructure is hosted by Galaxy Backbone Limited, providing a secure and reliable platform for nationwide deployment.

Looking ahead, NITDA is expected to work with government stakeholders to expand and sustain the system, while the Federal Ministry of Communications, Innovation and Digital Economy will provide policy guidance to ensure its adoption across the country.

 

 


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FG Shifting Focus to “Meaningful Connectivity” to Drive Inclusion  – Minister

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Bosun Tijani, minister of Communications, Innovation and Digital Economy, has said the government is shifting focus from expanding access to ensuring “meaningful connectivity” that drives economic growth and inclusion.

FG Shifting Focus to “Meaningful Connectivity” to Drive Inclusion  - Minister

Bosun Tijani, minister of Communications, Innovation and Digital Economy

The minister made the statement on Friday while addressing stakeholders at the inauguration of board members of the Universal Service Provision Fund (USPF) in Abuja.

He said that although Nigeria had made significant progress since the introduction of GSM services, millions of people, particularly in rural and underserved communities, remain either unconnected or unable to fully benefit from digital services.

Dr Tijani highlighted ongoing investments in digital infrastructure, including plans to deploy 90,000 kilometres of fibre optic network and nearly 4,000 telecom towers nationwide.

He said initiatives under the USPF had improved access through projects such as rural connectivity and digital facilities in schools but stressed that the next phase must prioritise effective usage.

“It is not enough to connect a community. We must ensure that schools can teach with digital tools and that small businesses can access market opportunities,” he said, citing a pilot project in the Kura community where connectivity has enhanced access to communication, education and healthcare.

Aminu Maida, executive vice chairman, Nigerian Communications Commission (NCC) also called for a shift towards meaningful connectivity, noting that while data usage had grown significantly, it remained concentrated in urban areas.

According to him, recent data shows that telecom usage has increased by about 160% over the past two years, largely driven by urban demand.

“When we drill down, we see that a lot of that growth is actually in urban centres. So, the gap between those who are not connected or not meaningfully connected is growing,” he said.

Dr Maida added that the trend underscored the need for the USPF board to intensify efforts to bridge both access and usage gaps across the country.

Both officials emphasised the importance of collaboration, sustainable investment models and improved digital literacy to ensure that connectivity translates into real economic benefits for Nigerians.

 

 


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Jury Finds Meta, Google Liable for Woman’s Social Media Addiction

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A jury in Los Angeles has found technology companies, Meta and Google liable for contributing to a young woman’s social media addiction, in a case being described as a landmark ruling.

Jury Finds Meta, Google Liable for Woman’s Social Media Addiction

The 20-year-old woman, identified only as Kaley, argued that she became addicted to Google’s YouTube and Meta’s Instagram from an early age due to their attention-driven design features.

According to her testimony, she began using YouTube at the age of six after downloading the app on her iPod Touch to watch videos about lip gloss and online games.

Kaley told the court that she joined Instagram at nine, bypassing parental restrictions put in place by her mother, and spent extended periods on social media.

The trial, which lasted about a month, with arguments and evidence from both sides.

Jurors also heard testimony from Mark Zuckerberg, chief executive, Meta and Adam Mosseri, Instagram head.

However, Neal Mohan, YouTube chief executive, did not testify.

The jury found that the companies were negligent in the design of their platforms and failed to adequately warn users about potential harms. Meta and Google were ordered to pay the woman $3 million in damages.

Jurors also recommended additional punitive damages, including $900,000 against YouTube and $2.1 million against Meta, according to company spokespersons.

The jury apportioned 70 per cent of the responsibility to Meta and 30 per cent to YouTube.

Kaley was present in the courtroom when the verdict was delivered, alongside parents of other teenagers who say they were harmed by social media use. Both companies said they plan to appeal the decision.

“We respectfully disagree with the verdict and will appeal. Teen mental health is profoundly complex and cannot be linked to a single app. We will continue to defend ourselves vigorously as every case is different, and we remain confident in our record of protecting teens online”, a Meta spokesperson said.

José Castañeda, Google spokesperson, said the case misunderstands YouTube, which is a responsibly built streaming platform, not a social media site.


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