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TradeDepot Highlights Top Trends for Nigeria’s Retail Sector in 2021

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TradeDepot, the B2B eCommerce platform for consumer goods in Africa, has today released new insights from its market data that highlights the trends that will shape Nigeria’s retail sector in 2021. 

According to TradeDepot, the impact of the pandemic, rising inflation, border closures and other issues drove significant changes in behaviour for retailers, distributors and manufacturers in 2020. As the sector settles into the new year, TradeDepot predicts that some of the main trends that shaped 2020 – particularly smaller packaging for consumer goods and increased spending on food and essential goods due to dwindling disposable income and people spending more time at home – will continue to influence behaviour across the market.

The retail sector is the third largest contributor to Nigeria’s Gross Domestic Product (GDP) and more than 90 percent of the sector is made up of informal retailers. TradeDepot has built a network of more than 50,000 micro retailers, working with global distributors and manufacturers like Nestlé, Unilever, GB Foods and Danone to make household supplies such as milk, soap, detergent and other essentials more accessible and affordable. The top insights from TradeDepot’s data include:

Key trends from 2020

  • Across the retail sector, the pandemic led to an increase in store owners exploring alternative channels of reaching, acquiring and servicing customers – especially online and social media. Demand for TradeDepot’s services increased by 500%, with a 300% increase in transaction value and volume on the back of the pandemic.
  • Consumer buying patterns shifted slightly towards more food items, with growth in purchase of food and essentials as opposed to other categories. TradeDepot’s data revealed a 10% increase in the overall contribution of food items to the distribution volumes, compared with 2019.
  • In the drinks category, the lockdown impacted the ability of manufacturers and distributors to sell into bars, restaurants and clubs, which usually account for up to 60% of their revenue. As a result, many shifted their attention to Mom and Pop, convenience stores etc to cushion the impact
  • In the detergent category, price increases driven by inflation led many manufacturers to either introduce or expand production capacity for smaller packs (25g, 90g, 190g, etc) to drive more volume in the consumer segment of the market, which accounts for 65% of the market. The pandemic also saw the introduction of more hygiene-related products to help curtail the spread of the virus

What do these trends mean for the Nigerian retail sector in 2021

  • We foresee manufacturers adapting to rising inflation and dwindling disposable income by extending the trend of smaller packs to other product categories 
  • Manufacturers will explore more alternative route-to-market channels with capabilities to build retail networks and offer logistics-as-a-service to mitigate the risks that come with serving new customer bases
  • We expect an increase in the number of challenger value brands and new market entrants offering lower priced products in key categories as consumers get increasingly price conscious and more eager to experiment with new, lower-priced products.
  • We also anticipate a rise in products and services designed to help consolidate and improve the industry. There could be more competition higher up in the value chain with more platforms designed to provide auxiliary services like goods packaging and processing etc.
  • With the pandemic still ongoing, we envisage that people will continue to take a cautious approach to mingling in crowds and will spend more time at home than in previous years, As a result, spending on food and essential goods is likely to increase

Challenges and opportunities for 2021

  • There are challenges with data aggregation because it is a relatively new discipline in this space but so there’s an opportunity for companies with the right capabilities to capture this and utilise it to cater to the audience. Structured access to short term inventory financing at minimal interest rates will also help stimulate growth
  • There are also challenges with infrastructure and logistics, which makes it difficult for store owners to meet the demands of the customers and grow their businesses.
  • Access to working capital is still the biggest challenge most retailers face in trying to grow their business. There has been some progress with financial services for consumers in recent years and there is potential for many of the learnings to be adapted for retailers.

According to Onyekachi Izukanne, CEO and Co-Founder of TradeDepot, “the retail sector is one of the strongest pillars of the Nigerian economy but the absence of data and verifiable insight often makes it difficult to assess the opportunities and challenges that abound in the space. The sector is also hampered by infrastructure and logistics issues that undermine the efforts of the industrious business owners. With some more support from government, public institutions and private sector players, there is the potential to transform the Nigerian retail market and achieve a quick win for boosting the nation’s GDP”.

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SME

N101 Women Entrepreneurs To Receive N202 million Y’ellopreneur Equipment Grant

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One hundred and one female entrepreneurs have made it to the final stage of the Y’ellopreneur initiative and will each receive equipment loans of up to N2 million at a fixed interest rate of 2.5% and 36-months repayment duration from the MTN Foundation. 

The loans, which will be disbursed by the Bank of Industry, are expected to help the women scale their businesses thus contributing to reduction in female unemployment.

SMEs in less wealthy economies are mostly faced with sociocultural barriers and infrastructural deficit. They also lack poor access to finances and continuous education, and government support. Nevertheless, a 2022 report by Mastercard, shows that women in less wealthy economies are making their mark as vital economic contributors with over 25% significant business ownership of all local businesses, despite prevailing socio-economic constraints. The Y’ellopreneur initiative was established to contribute to tackling these problems in Nigeria, through capacity building, advisory and business support services.

Speaking about the equipment loan, Executive Secretary, MTN Foundation, Odunayo Sanya stated that the equipment loan is to facilitate the expansion of more sustainable women-led businesses. “Women-led businesses are powerful sources of job creation and economic growth. According to a report by PwC Nigeria, women account for 41% of business ownership and 3.4% of female employment within micro-enterprises, but they continue to face challenges in accessing finance. Through the Y’ellopreneur initiative, MTN Foundation and Bank of Industry are helping female entrepreneurs in Nigeria. By working together, we can build a fairer, more prosperous future,” said Odunayo Sanya, Executive Secretary, MTN Foundation.

 “This time, the MTN Foundation is concentrating on female entrepreneurs. Five hundred out of the nearly 42,000 applicants for the Y’ellopreneur programme were trained, and following careful assessment of their respective pitches, 101 women have qualified to receive the equipment grant and loan,” she added. 

The Y’ellopreneur initiative in partnership with the Bank of Industry (BOI) and the Enterprise Development Centre (EDC) is part of the MTN Foundation’s strategic efforts to support the government in attaining Sustainable Development Goals (SDG’s) 1,2, 5, 8 and 17 which seeks to eliminate poverty and hunger, achieve gender equality by empowering all women, and promote inclusive economic growth.

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SME

17 Tony Elumelu Creative Storytellers Receive USD30,000 Fund from Heirs Insurance and Heirs Life

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Leading insurance companies, Heirs Insurance Limited (HIL) and Heirs Life Assurance (HLA) in partnership with Africa No Filter (ANF), have announced seventeen (17) young creatives across Africa as the recipients of the USD30,000 Tony Elumelu Storytellers Fund, a CSR initiative of both insurance companies.

The 17 finalists, selected from 3,600 entries, will receive $30,000 in grants (between $500 to 2,000 each) to develop projects that shine a light on entrepreneurs and entrepreneurship in Africa and challenge the negative stereotype of Africa.

The finalists represent 12 African countries, with 60% female and 40% male representation. Working with ANF, they will begin work on their submitted projects ranging from film to visual arts, journalism, and digital content creation. Named after African business leader and philanthropist, Tony O. Elumelu, CFR, and sponsored by Heirs Insurance and Heirs Life, the $30,000 creative fund is an extension of Elumelu’s commitment to redefining an African success story that is powered by Africa’s youth and their creative ideas. The Fund is a standalone initiative, not affiliated with the Tony Elumelu Foundation.

Speaking on behalf of both companies, Chief Marketing Officer, Ifesinachi Okpagu, congratulated the finalists, reiterating the confidence in the project’s mission to place Africa firmly on the map.

She said, “We commend the finalists of the Tony Elumelu Storytellers Fund on their ideas and commitment to this joint mission. We are confident that this CSR initiative will progressively change the often-negative stereotype about Africa.

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SME

NCC To Deepen Broadband Access Among Business Owners

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The Executive Vice Chairman and Chief Executive Officer (EVC/CEO) of the Nigerian Communications Commission (NCC), Prof. Umar Danbatta, has reiterated the Commission’s commitment to continually drive initiatives that accelerate broadband deployment to increase penetration and make internet connection readily available to telecom consumers.

The EVC stated this at the 10th edition of Business 360 Clinics organised by Abuja Enterprises Agency (AEA) in Abuja. 

Speaking on the theme of the event, “Technology Utilization and Innovation: Effects on SME Profitability and Productivity” in the context of the regulatory activities of the Commission, the EVC, who was represented by Assistant Director, Digital Economy, NCC Paul Okeke, noted that NCC has been at the heart of providing the digital drive for transforming businesses and sustaining socio-economic activities in Nigeria.

During the panel session titled “Technology Adoption: A must for MSMEs Sustainability and Competitiveness (Challenges and Ease of Use),” Okeke highlighted the Commission’s commitment towards technological and digital transformation in a manner that makes entrepreneurship seamless.

While addressing the issue of challenges on digital literacy, Okeke informed the audience that the Commission has strategic partnerships with various organizations including Small and Medium Enterprises Development Agency of Nigeria (SMEDAN) which birthed initiatives such as Digital Economy Academy where business owners learn about security risks and online threats in a 12-course programme for 3 months.

Okeke charged entrepreneurs to leverage technology to harness the benefits of these initiatives to sustain their businesses.

“As a regulator of Telecommunication, the Commission is in active collaboration with other agencies in the Ministry of Communications and Digital Economy,  as well as with other public sector institutions such as the Economic and Financial Crimes Commission (EFCC), Office of the National Security Adviser (ONSA) to ensure that policies become effective in curtailing cyber-attacks and threats on businesses,” Okeke stated.

The participants and business owners also seized the opportunity of the platform to make complaints and resolve their business-related challenges while adopting technology for their various businesses during the interactive session. Representatives of relevant agencies at the event also seized the opportunity to attend to enquiries from participants who are running businesses and those who are aspiring entrepreneurs. 

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