Online shopping is a concept that is relatively new to most Africans, but with the limitations brought on by the pandemic, more people have grown comfortable with purchasing products online. As an emerging business, considering online business in Africa will become as crucial as a brick-and-mortar store.
eCommerce is fast becoming the norm for African businesses with recent research showing that more consumers are keen to cut back on transport costs and other travel-related costs. According to the 2020 McKinsey Consumer Pulse Survey, South African consumers are looking to cut down on transportation costs for their shopping experience. The reduction in going to the shop in person allowed consumers who typically wouldn’t shop online – to gain the full experience. Deloitte reported that 26% of consumers found the experience more convenient than going to the shops in person.
It’s no secret that the issue of fraud and credit crime has become a concern to many consumers so establishing trust is very important to them. African consumers seek credibility in a brand before they complete a purchase online. Businesses can do this by ensuring that their online purchasing system is safe from fraudsters. In the home and beauty industry, a lot of innovation has taken place to work around things like fragrances and the individual needs of a consumer through the use of surveys. It’s becoming more possible to sell beauty and home products in the online space.
Here are some tips to win over African consumers in the home and beauty industry:
- Directly connect with your audience by helping them understand how your eCommerce platform works and what sets you apart.
- Place an emphasis on why it’s better to shop online and with your brand, as opposed to going to a physical location.
- Establish trust and meet your customer somewhere halfway by offering online-exclusive discounts (free delivery over a certain price) or offering options like cash-on-delivery.
- When it comes to customer service, you need to offer all-star service! Ensure that your customers are always able to reach you and that queries are responded to within a decent amount of time.
- Evolve with the rest of the world, and keep your eye on trends in the industry by signing up to our Disciple and social media communities to find out more about our product/business development workshops and initiatives.
If you’re the owner of an emerging beauty or home brand in Africa, The African Home & Cluster (AB&H Cluster) is so keen to hear from you! We are creating a Reach out to us on social media or via email!
About the AB&H Cluster
Beyond the superficial nature of networking and being on a social media site, the AB&H Cluster has created a platform that intends to profile and create a meaningful community and connection between brands that accelerates growth and promotes collaboration over competition.
Mission
To promote business interconnection and collaboration to its members across the value chain, and to promote the growth of African brands in the beauty and home sectors.
Vision
To exist as a body of reference to Africa’s beauty and home sectors by empowering and supporting African brands through partnership and collaboration.