I doubt Nigeria’s e commerce addressable market size is the issue. I’ve spent a few hundred $ on Amazon this yr vs $0 on Konga or Jumia who lack inventory. It’s worse when we go further than one year.

For instance, I have been seeking to buy Jeans for for a few weeks yet none of them can fulfill my needs. Very little variety in terms of brand and size. And jeans is one of the easiest things to buy.

I would not be surprised most people reading this have spent close to what they spend on Amazon, on Jumia or Konga (that’s if they’ve bought at all) and all this with the exchange rate brouhaha.

Going deep before wide would have been more sensible cos if you want to change habit, you had better be reliable. Konga started well with homecare but got distracted by Jumia.

When you come to think of it, you would not be surprised the the largest ecommerce coy in Nigeria by revenue would be either ASOS, Amazon or Alibaba

My off the head recommendation would be cut the spend, focus on retention (inventory and fulfilment) and collectively addressing infrastructural deficits rather than spending silly on acquiring new customers. Hopefully, it’s not too late.