BENCH MARKING E-COMMERCE PLATFORMS IN AFRICA

ABSTRACT

The aim of this project research is to conduct a benchmarking study of ecommerce platforms in Africa-Nigeria, with a focus on identifying best practices, success stories, challenges, and industry future prospects. A mixed-methods approach will be used in the research methodology, combining both qualitative and quantitative research methods. The study surveys multiple ecommerce platforms in Nigeria, employing ten selected benchmarking metrics appropriate for such e-commerce platforms. The study also highlights significant improvements in the African and Nigerian ecommerce industries, as well as several challenges confronting ecommerce platforms, such as poor usability and user experience challenges associated with some selected ecommerce website's infrastructure, low digital literacy level of perceived users, and lack of trust in security systems associated with some of these platforms. The study identifies some successful African e-commerce platforms, such as Jumia, Konga, and Taekalot, Kilimall, that have overcome challenges and achieved industry success. The research focuses on some best practises for these e-commerce platforms. The study's findings will identify the platforms' strengths and weaknesses, as well as the factors that influence their performance. This study will provide a foundation for improving the industry's performance and ensuring that it is wellpositioned to meet the region's growing demand for online shopping by identifying the strengths and weaknesses of these e-commerce platforms. Furthermore, the study's findings will include recommendations for improving the performance of African e-commerce platforms. The findings of this study will add to the existing literature on e-commerce in Africa-Nigeria and inform policy decisions that will help the industry grow.