VENTURES AFRICA –
Consumer shopping habits change significantly during the Holy Month of
Ramadan, according to recent statistics revealed by JUMIA, Africa’s
leading ecommerce outlet.
As people adapt to shorter working hours,
different traffic rush hours and limited availability of physical retail
outlets, there is a clear difference in online shopping trends before
and during Ramadan. Consumers now are mostly online and shopping between
11 AM and 6 PM and then again from 11 PM to 3AM, with the highest peak
at being between 2 PM and 3PM, which is the time just before people
leave their offices.
“As e-commerce continues to impact consumer
behaviours, we’re keeping a close eye on buying patterns during
different seasons of the year, said Mattia Perroni, MD for JUMIA Egpyt.
“Because of the short working hours of both
consumers as well as retail locations, people have very limited time to
reach their physical shopping destinations before Iftar. The demand for
the speed and convenience of online shopping is even greater during
Ramadan, as our traffic statistics show.”
JUMIA believes it is important to understand
the buying patterns and insights of the customers in order to simplify
the online shopping process for their convenience and enjoyment.
The retail giant has a 40 percent share of
the online retail in Egypt and it is transforming the African market by
tapping into Africa’s most promising markets, targeting over 600 million
people.
It is considered the top online marketplace in Nigeria, Africa’s largest economy.
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