Annually, Kasi Insight conducts the Ecommerce Intelligence Survey to gain insights into the online shopping habits, preferences, and behaviors of consumers in 20 African countries. The survey findings from February in Uganda unveiled that 52% of respondents have made online purchases within the past six months. Among the online shopping platforms, Jumia emerged as the top choice, with a preference rate of 76% among respondents. Following closely, Jiji garnered the second spot, with 60% of respondents indicating they visit the site for shopping. A significant majority of female online shoppers prefer Jiji over their male counterparts. Additionally, both Gen X and Millennials show a preference for Jumia compared to other age groups.
Following closely, Jiji garnered the second spot, with 60% of respondents indicating they visit the site for shopping. A significant majority of female online shoppers prefer Jiji over their male counterparts. Additionally, both Gen X and Millennials show a preference for Jumia compared to other age groups.
TV, food and groceries most purchased items online
In the context of online shopping in Uganda, specific product categories have gained prominence across different demographic groups. Irrespective of gender or age, certain items consistently rank as the most purchased online. TV sets, food & groceries, and alcoholic beverages emerge as the top choices among all respondents, showcasing their universal appeal. These findings hold true for both female and male shoppers, with TV sets, food & groceries, and alcoholic beverages being their preferred online purchases.
However, a more detailed breakdown reveals nuanced preferences among different demographic segments. Male shoppers prioritize food & groceries, clothing, and TV sets, suggesting a preference for practical and fashion-related items. In contrast, Gen Xers demonstrate a liking for TV sets, clothing, and food & groceries, possibly reflecting their diverse needs and preferences. Millennials and Gen Zers, on the other hand, largely align with the overall trend, favoring TV sets, food & groceries and alcoholic beverages.
Speed, convenience, and quality take top priority in purchase considerations
Fast delivery consistently takes the top spot as the most crucial consideration, closely followed by the convenience of the online shopping experience and the quality of the items purchased. Gender plays a role in these preferences, as males place a higher priority on convenience, while females prioritize the speed of delivery.
When considering age groups, Gen Xers stand out for valuing a greater variety of products, suggesting a preference for a wide selection to choose from. Millennials and Gen Zers largely align with the overall rankings, indicating that they share similar priorities with the general population.
To boost sales, brands should focus on diversifying their product offerings and enhancing the efficiency of their last-mile delivery network
To thrive in Uganda's online market, brands seeking to boost online sales must first grasp demographic preferences and tailor their strategies accordingly. Implementing cross-generational approaches, optimizing for mobile users, and offering diverse payment options are vital to broaden their customer base. Encouraging customer reviews, ensuring website security, and enhancing the overall shopping experience for different demographics can further amplify online sales.
Furthermore, brands should prioritize key factors that consumers weigh when shopping online. Expedited and convenient delivery processes are paramount, necessitating investments in logistics and communication for timely shipping and clear delivery expectations. Consistency in delivering high-quality products is crucial, and brands should highlight specifications and customer reviews to foster trust. Expanding product offerings to cater to diverse tastes, providing flexible payment choices (including cash on delivery and mobile money), competitive pricing strategies, and transparent returns policies all contribute to an improved online shopping experience.
In addition to these measures, delivering exceptional after-sale service and actively seeking customer feedback for continuous improvement play pivotal roles in building trust and enhancing online sales. Effective online marketing, user-friendly website design, and strategic promotional efforts further attract and retain online shoppers, ensuring sustained growth within the fiercely competitive e-commerce landscape.
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