Product Brochure with summarized information of our publication "Nigeria B2C E-Commerce Market 2019". Find more here: https://www.ystats.com/market-reports/nigeria-b2c-e-commerce-market-2019/

1. NIGERIA B2C E-COMMERCE MARKET 2019
PUBLICATION DATE: JUNE 2019
PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4-5 TABLE OF CONTENTS I PAGE 6 REPORT-SPECIFIC SAMPLE
CHARTS I PAGE 7 METHODOLOGY I PAGE 8 RELATED REPORTS I PAGE 9 CLIENTS I PAGE 10-11 FREQUENTLY ASKED QUESTIONS I
PAGE 12 ORDER FORM I PAGE 13 TERMS AND CONDITIONS

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Nigeria B2C E-Commerce Market 2019
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QUESTIONS
ANSWERED
IN THIS REPORT
How large is Nigeria’s online retail market projected to be by 2023?
What are the main drivers and barriers to the growth of B2C E-Commerce in Nigeria?
What are the forecasts for Internet penetration rates in Nigeria by 2022?
Which market trends are important for the development of online retail in this country?
Who are the leading E-Commerce merchants in Nigeria?
SECONDARY MARKET
RESEARCH
Our reports are exclusively based on secondary market research. Our researchers derive
information and data from a variety of reliable published sources and compile the data into
understandable and easy-to-use formats.
ADVANTAGES Maximum Objectivity
Reliable Sources
Up-To-Date Analysis
Boardroom-Ready PowerPoint Presentations
Guidance For Strategic Company Decisions
NIGERIA B2C E-COMMERCE MARKET 2019

3. NIGERIA SHOWS HIGH E-COMMERCE GROWTH POTENTIAL
With its large and growing population, Nigeria has an untapped potential for B2C E-
Commerce. Internet penetration is projected to rise by nearly 10 percentage points
between 2018 and 2023, up from around one-third of the country’s population last year.
More than 50% of connected consumers shop online, mainly for electronics and fashion
items, according to surveys cited in the yStats.com report. As shoppers grow more
confident with making purchases over the Internet, both the number of digital buyers and
their spending is projected to increase. Over the forecast period through 2023, online retail
sales in Nigeria are expected to maintain a strong double-digit growth rate.
While rising Internet connectivity contributes to the growth of E-Commerce sales in
Nigeria, several major barriers still exist, yStats.com’s report reveals. Among them is the
underdeveloped logistics infrastructure, inhibiting efficient and reliable delivery of E-
Commerce orders. Furthermore, the country’s population remains largely unbanked and
has no access to traditional electronic payment methods such as credit cards. As a result of
these and other challenges, several E-Commerce companies exited the market in 2018,
while others succeeded in overcoming the hurdles by building their own fulfilment and
digital payment capabilities.
One of the market leaders with a robust E-Commerce infrastructure is Jumia. Based
in Nigeria and operating across 14 African markets, Jumia launched its IPO on the New York
Stock Exchange in April 2019, potentially leading to further expansion of its market share.
Faced with increased competition and infrastructure challenges, two other major players,
Konga and Yudala joined forces in 2018, introducing a combined E-Commerce marketplace
under the Konga brand. International competitors are also active on the Nigerian market,
with Amazon and AliExpress ranking among the favorite online shopping destinations of
Nigerian consumers, according to a ranking included in the yStats.com report.
NIGERIA B2C E-COMMERCE MARKET 2019
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4. MANAGEMENT SUMMARY
OVERVIEW & INTERNATIONAL COMPARISONS
 B2C E-Commerce Market Overview, May 2019
 Breakdown of Mobile Phone Ownership in Nigeria, by Smartphone, Other Mobile Phone and No Mobile Phone, in %
of Adults, Compared to Ghana, Kenya, Senegal, South Africa, Tanzania, 2017
 Internet Penetration in Nigeria, in % of Individuals, Compared to Egypt, Kenya, Morocco, Nigeria, 2017
 Internet Penetration in Nigeria, in % of Population, Compared to South Africa and Sub-Saharan Africa, 2017 - 2022f
 Mobile Internet User Penetration in Selected Countries, in % of Individuals, incl. Nigeria, 2018
 Share of Internet Users Who Are Likely To Use Mobile Payment Next Year, in % of Internet Users, by Selected
Countries, incl. Nigeria, Q1 2018
TRENDS
 Breakdown of Internet Traffic by Device, in %, 2018
 Breakdown of Devices Used for Online Shopping, in % of Online Purchases, 2018
 Cross-Border Online Shoppers Penetration, in % of Online Shoppers, 12 Months to May 2018
 Top 3 Countries Purchased from in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Nigeria,
May 2018
 Top 3 Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers, May 2018
SALES & SHARES
 B2C E-Commerce Sales, in USD billion, 2019f & 2023f
 Share of B2C E-Commerce and Digitally Influenced Spending in Total Retail Spending, in %, 2017
INTERNET USERS & ONLINE SHOPPERS
 Internet Penetration, in % of Individuals, 2012 - 2018e
 Internet Penetration, in % of Individuals, 2017 – 2022f
 Online Shopper Penetration, in % of Internet Users, 12 Months to May 2018
 Breakdown of Frequency of Shopping Online, in % of Online Shoppers, 2018
 Breakdown of Main Reasons to Shop Online, in % of Online Shoppers, 2018
PRODUCTS
 Breakdown of Product Categories Purchased Online, in % of Online Shoppers, 2018
PAYMENT
 Share of Adults Who Made at Least One Digital Payment in the Last 12 Months, in % of Adults, October 2018
 Value and Number of Internet (Web) and Mobile Payment Transactions, in NGN billion and in millions, 2011- 2018
 Breakdown of Likelihood of Using Mobile Payments Next Year, in % of Internet Users, Q1 2018
 Payment Options Offered by Two Major E-Commerce Players, May 2019
 Top 5 Payment Methods Used in Cross-Border E-Commerce, in % of Cross-Border Online Shoppers, May 2018
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NIGERIA B2C E-COMMERCE MARKET 2019
TABLE OF CONTENTS (1 OF 2)
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DELIVERY
 Delivery Options Offered by Two Major E-Commerce Players, May 2019
 Top Barriers to Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, May 2018
PLAYERS
 B2C E-Commerce Players Overview, May 2019
 Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Nigeria’s Share of
Total Visits on Desktop, in %, Pages Per Visit and Bounce Rate, April 2019
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NIGERIA B2C E-COMMERCE MARKET 2019
TABLE OF CONTENTS (2 OF 2)
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NIGERIA B2C E-COMMERCE MARKET 2019
REPORT-SPECIFIC SAMPLE CHARTS
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7. GENERAL METHODOLOGY OF OUR MARKET REPORTS
Secondary Market Research
 The reports are compiled based on secondary market research.
Secondary research is information gathered from previously published
sources. Our reports are solely based on information and data acquired
from national and international statistical offices, industry and trade
associations, business reports, business and company databases,
journals, company registries, news portals and many other reliable
sources. By using various sources we ensure maximum objectivity for all
obtained data. As a result, companies gain a precise and unbiased
impression of the market situation.
 Cross referencing of data is conducted in order to ensure
validity and reliability.
 The source of information and its release date are provided on
every chart. It is possible that the information contained in one chart is
derived from several sources. If this is the case, all sources are mentioned
on the chart.
 The reports include mainly data from the last 12 months prior
to the date of report publication. Exact publication dates are mentioned in
every chart.
Definitions
 The reports take into account a broad definition of B2C E-
Commerce, which might include mobile commerce. As definitions may
vary among sources, exact definition used by the source (if available) is
included at the bottom of the chart.
Chart Types
 Our reports include text charts, pie charts, bar charts, rankings,
line graphs and tables. Every chart contains an Action Title, which
summarizes the main idea/finding of the chart and a Subtitle, which
provides necessary information about the country, the topic, units or
measures of currency, and the applicable time period(s) to which the data
refers. With respect to rankings, it is possible that the summation of all
categories amounts to more than 100%. In this case, multiple answers were
possible, which is noted at the bottom of the chart.
Report Structure
 Reports are comprised of the following elements, in the following
order: Cover page, preface, legal notice, methodology, definitions, table of
contents, management summary (summarizing main information
contained in each section of report) and report content (divided into
sections and chapters). When available, we also include forecasts in our
report content. These forecasts are not our own; they are published by
reliable sources. Within Global and Regional reports, we include all major
developed and emerging markets, ranked in order of importance by using
evaluative criteria such as sales figures.
Notes and Currency Values
 If available, additional information about the data collection, for
example the time of survey and number of people surveyed, is provided in
the form of a note. In some cases, the note (also) contains additional
information needed to fully understand the contents of the respective data.
 When providing information about amounts of money, local
currencies are most often used. When referencing currency values in the
Action Title, the EUR values are also provided in brackets. The conversions
are always made using the average currency exchange rate for the
respective time period. Should the currency figure be in the future, the
average exchange rate of the past 12 months is used.
METHODOLOGY OF OUR NIGERIA B2C E-COMMERCE MARKET 2019
Report Coverage
 This report covers the B2C E-Commerce market in Nigeria. A
broad definition of retail E-Commerce used by some original sources cited
in this report might include both B2C and C2C E-Commerce.
 The report contains relevant information about international
comparisons, market trends, B2C E-Commerce sales and shares, Internet
users and shoppers, products, payment methods, delivery and players.
Report Structure
 The report starts with an overview of the B2C E-Commerce
market and international comparisons, where the relevant country is
compared to other countries in the region in terms of criteria relevant to
B2C E-Commerce.
 Next, the “Trends” section includes an overview of market
trends, such as M-Commerce and cross-border E-Commerce.
 The section “Sales & Shares” covers the development of retail
B2C E-Commerce sales and E-Commerce’s share of total retail sales.
 In the “Users & Shoppers” section, information about Internet
penetration and online shoppers is included.
 Afterwards, the section “Products” shows the leading product
categories purchased online.
 The next section, “Payment”, covers the payment methods most
used by online shoppers.
 Furthermore, the “Delivery” section covers information related to
delivery in B2C E-Commerce, such as preferred delivery methods.
 Finally, the “Players” section includes information about the
leading E-Commerce companies.
NIGERIA B2C E-COMMERCE MARKET 2019
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