Journal of Marketing and Management, 5 (1), 120-135, May 2014 120

Investigating the Significance of the ‘Pay on Delivery’ Option in the Emerging

Prosperity of the Nigerian e-commerce sector

Chike Chiejina

Crow Technology Solutions Limited, Abuja, Nigeria

[email protected]

Soremekun Ezekiel Olamide

African University of Science and Technology, Abuja, Nigeria

[email protected]

Abstract

The volume of activity in the Nigerian e-commerce sector has been increasing recently, almost at a

geometric rate. A good percentage of Nigerians are now looking online to purchase various

categories of items from Apparel, books, stationery, home items up to Electronics. E-commerce

services have been available in Nigeria for less than a decade but increased patronage from

Nigerians appear to have coincided with the introduction of the ability to pay for orders upon

delivery and inspection. This paper investigates the relationship between this mode of payment and

the sudden surge in patronage of Nigerian e-commerce outlets by taking a look at different online

merchants, their payment options, the trust factor in the market, other possible factors influencing

the growth of the e-commerce sector and online traffic information and statistics over three months
 Journal of Marketing and Management, 5 (1), 120-135, May 2014 121

(February 2013 to April 2013) of leading e-commerce services that support as well as those that do

not support payment for orders on delivery.

Keywords: Pay on Delivery, E-commerce, Nigeria, Konga, Jumia

Introduction

Electronic commerce (e-commerce) refers to commerce or business conducted using the internet

(Oguntunde & Oyeyipo, 2012). E-commerce enables consumers to be able to purchase products

and services using internet technologies and its associated infrastructure by providing a market

place without a physical containment and without physical contact (Odunola, 2013). Customers and

merchants are not visible to one another, but can all be participating in the same market place at the

same time and with an estimate of over two billion people connected to the internet (Miniwatts

Marketing Group, 2011), the reach of an e-commerce service is huge.

The Nigerian e-commerce Industry has been growing at a tremendous rate especially in the past

year. This follows from the growth of the number of internet users from about 200, 000 in the year

2000, which represented a 1% of the population to about 43 million people, representing 29.5% of

the population and a growth rate of 21,891.1% in 10 years (Economist Intelligence Unit, 2011).

Because of this growth in internet usage, there has been increased visibility, activity and sales on

popular Nigerian shopping websites like Konga.com and Jumia.com.ng, especially in the last year.

Furthermore, online shops and merchants have exponentially increased within this short time,

starting with about 2 online shops a decade ago, the country now boosts of over 75 active online

shops (Nigerian Online Business Directory, 2013). There are a couple of payment options preceding

the completion of a transaction that are available to Nigerians who shop online; these payment
 Journal of Marketing and Management, 5 (1), 120-135, May 2014 122

options include payments with forms of digital money, credit and debit cards, online check or

electronic fund transfer, money orders, standing orders, loyalty cards, bank payments and

completion of a transaction using an Automated Teller Machine (ATM) (Oguntunde & Oyeyipo,

2012) but with all the above mentioned payment options available to Nigerian online shoppers, it

appears this recent surge in e-commerce activity in Nigeria can be attributed to yet a more recent

settlement method, the ‘Pay on Delivery’ Option, made popular by leading e-commerce merchant

Jumia.com.ng.

The ‘Pay on Delivery’ Option allows Nigerian consumers to successfully complete an order on an

e-commerce website without paying for the order. Normally after selecting products and checking

out the shopping cart, the next step is to pay before getting a receipt, then waiting for the order to

be shipped. With this ‘Pay on Delivery’ option, consumers get to have the order delivered to them

and if they are satisfied with the order, make payment and collect the receipt from the person who

made the delivery.

Review of the Obstacles facing E-commerce in Nigeria

There are several factors impeding the growth of e-commerce in Nigeria. Studies show that these

factors include low computer literacy in Nigeria, poor design of e-commerce websites that lead to

complicated navigation for consumers, expensive pricing on online shopping sites, inability to have

credit/debit cards usable for online transactions, growing but still relatively average internet

penetration rate among the computer literates and slow internet connection speeds (Oguntunde &

Oyeyipo, 2012). It seems that the above issues stem from the fact that most of the technological

advances leading to the push for adoption of electronic forms of payment and the introduction of e-
 Journal of Marketing and Management, 5 (1), 120-135, May 2014 123

commerce are happening at times with relatively short intervals between them (Maritz, 2013). In

most of the advanced countries, moving to a cashless economy and the adoption of credit/debit card

use and other electronic payment options began before the advent of shopping on the internet. That

was the trend in most parts of Europe like France, England and Germany, parts of Asia, like Japan,

South Korea and China as well as in North America (like in Canada and the USA) and South Africa

(Hellerstein, 2002; Goldmanis et al, 2008; Khatibi, 2003). However in Nigeria, the introduction and

subsequent push for electronic forms of payment and a more cashless economy in urban areas is

just more than a year old while the adoption of ATM cards is about a decade old in Nigeria as well

(Ovat, 2012). A good percentage of the people in Nigeria have not really come to embrace and

believe in the advantages of a cashless economy; this being evident in the amount of cash

transactions in Nigeria, over 80% of withdrawals are cash based (ATM withdrawals and Over the

Counter Cash withdrawal) while online and POS transactions account for only 1.26% and 13.56%

respectively of all transaction (Central Bank of Nigeria, 2012). Also according to the Central Bank

of Nigeria (CBN), cash related transactions represented over 99% of customer activity in Nigerian

banks as at December 2011. This behavior presents a difficult challenge for online merchants trying

to adopt the tried, tested and trusted methods and business models that worked in other parts of the

world.

Studies by Oguntunde and Oyeyipo (2012) underscores that the most important issues facing e-

commerce in Nigeria originates from a lack of trust from the buying public. These factors include

the fact that consumers are afraid of inputting their payment details to online shopping sites, the

uncertainty surrounding whether the product will be delivered and on time, fear of multiple

deductions from bank account upon authorization of the purchase, the need for proper customer
 Journal of Marketing and Management, 5 (1), 120-135, May 2014 124

service related with the sale, the feeling of not being in total control when shopping online and the

need to find out the thoughts from other customers about the displayed product or service.

Most early online shopping websites adopted the tried and trusted models, mostly offering to accept

online card payments. This mode of payment did not really help to drive sales for the online

shopping sites for a couple of reasons. The MasterCard Worldwide Survey (2013) report on Nigeria

shows that about 87% of the ATM card holders had not yet belonged to the internet community and

of that percentage, 57% of them had concerns about the security and safety of using their cards

online. Other Nigerians worry that in the event that the online merchant fails or refuses to deliver,

it will be difficult trying to get their money back. Customers also fear that the products they

purchase online could be fake and would prefer to inspect and confirm the quality of the products

before paying. These different problems unique to the Nigerian market require online merchants to

think up and use a different transaction model different from what is obtainable in the rest of the

world in order to succeed.

The Trust and Resultant Risk Factor

Stewart (1999) describes trust in e-commerce as the subjective probability with which consumers

believe that an online transaction will occur in a manner consistent with their expectations. In all

instances of an e-commerce transaction, consumers worldwide desires for the online merchants to

be willing and able to act in their best interests, keep their personal and payment information safe,

and be able to deliver the right goods, and on time too. Consumer trust is a very significant enabler

of successful online retailing and knowledge and the level of enlightenment are important factors

influencing the level of trust in an e-commerce service (Jiang et al., 2008).

 Journal of Marketing and Management, 5 (1), 120-135, May 2014 125

In a country like Nigeria that is well known for internet scam and high rates of online fraud,

consumers of these e-commerce services consider trust as probably the most important factor and

incentive to try out and keep using these e-commerce services. Consumers need to trust that what

they are buying is good value for money, as being advertized by these e-commerce services and of

most importance, trust that their payment details are secure and that their products will be delivered

to them, and on time, after payment. This is evident in the MasterCard Worldwide Survey (2013)

that reveals that 59% of the Nigerian population doubt the safety of online transactions and 43%

are concerned about the quality of the products delivered and would rather buy from stores where

they can physically inspect products. Thus, the perceived high risk of buying online is attributed to

the low level of trust from Nigerian consumers in e-commerce services.

The Merriam-Webster Dictionary defines Risk as the chance of being open to damage or loss.

Pavlou (2003) affirms that increased trust reduces customers’ perceived risk and also attracts

customers to buy. On the other hand, the high level of perceived risk associated with online

transactions reduces the expected perceptions of behavioral and situational control, and this

perceived lack of control negatively affects consumers’ e-commerce usage intentions. Findings

from Ayo et al’s (2011) research sampling residents of Lagos and Ibadan cities in Nigeria with

access and exposure to the internet shows that there is a significant relationship between trust,

perceived risk and behavioral intention to purchase online. From the research, it emerges

statistically that risk is a forecaster of trust and more importantly, that perceived risk directly

impacts negatively on consumers’ intention to buy online.

 Journal of Marketing and Management, 5 (1), 120-135, May 2014 126

How ‘Pay on Delivery’ tackles the Trust factor

Before the advent of the ‘Pay on Delivery’ model, most online shopping websites provided the bank

payment/transfer option or an option to input your card/payment details on the website. These

payment options didn’t tackle the trust problem and this is evident in the number of failed e-

commerce services in Nigeria in the last half decade; services such as kasuwa.com and sabunta.com

both provided by Rocket Internet, the big German internet startup incubator failed due to low

consumer interest and patronage essentially because of the lack of trust (Boardroom, 2012). These

companies and other e-commerce services employed the exact tried and trusted e-commerce

processes and models that succeeded in other parts of the world like Europe and the Americas; this

model had also been successful in some parts of Africa like South Africa and Kenya. Rocket

Internet used this model in South Africa with the successful zando.co.za, but failed to replicate such

success with kasuwa.com and sabunta.com in the Nigerian market because Nigerians did not accept

the popular e-commerce flow of browsing for the product(s), adding to cart, putting delivery

information and paying for the order before the order is completed and placed on the system. The

Nigerian consumer is skeptical of this existing e-commerce model that requires an order to be paid

for before being completed.

The ‘Pay on Delivery’ option integrated into the order process by some of Nigeria’s online

merchants solves most of the problems raised by these trust issues. First of all, because consumers

can pay by cash or with a point of sale (POS) terminal and receive their receipt on the spot on

delivery, the fear of having their card or payment details compromised is greatly reduced. Also, the

fear that the merchant might fail to deliver on time, and deliver the wrong product is eliminated

because the consumer gets to inspect the product and be satisfied before paying. Importantly, this

‘Pay on Delivery’ option efficiently forces the online merchant to deliver the right product as well
 Journal of Marketing and Management, 5 (1), 120-135, May 2014 127

as offer fast delivery and better customer services to the consumers in order to ensure customer

satisfaction and payment on delivery. The consumer can decide they do not want the product

anymore if the delivery is late and the date of the delivery is not favorable to the consumer. It is

noteworthy to state that these ‘Pay on Delivery’ online merchants go the extra mile to confirm

orders, delivery time and delivery location by phone (Odutola, 2013); this gives the customer the

human contact likened to visiting a physical shop and builds customer trust as well. The ‘Pay on

Delivery’ option gives the consumer a lot of power and control when shopping online, which can

be likened to what the consumer feels if they walk into a physical shop.

A survey of customers’ satisfaction and interest in this mode of payment for e-commerce done by

Nigerian Media giants like Tell (2013) and Punch News (2013) indicates that customers are not

only very comfortable with this model, but are also surprised and appreciative of the speed of

delivery, customer service and the return policies these ‘Pay on Delivery’ online merchants offer.

Evaluation

In order to properly evaluate the effects of the ‘Pay on delivery’ feature in e-commerce services in

Nigeria, we carried out a survey of the popular online merchants presently operating in Nigeria.

Our survey reveals that there are presently about 105 online merchants in Nigeria with about 73%

of them fully operational. Furthermore, 70% of the surveyed online merchants provide the option

of completing an order by paying directly to a bank account and about 30% of the online merchants

provide an avenue for online payment by inputting credit/debit card information and instantly

confirming payment before completing the order. Only 4% of the surveyed online merchants
 Journal of Marketing and Management, 5 (1), 120-135, May 2014 128

offered to provide ‘Pay on Delivery’ service for all their goods, while about 6% provide ‘Pay on

Delivery’ services at least partially.

We also analyzed traffic information of websites of the top 10 most visited online merchants; all

ten are among the top 500 most visited websites in Nigeria as at March 2013, according to the

statistics from Alexa.com, a web information company. These websites and their traffic

information are shown in the Tables 1 and 2. From the table, you can see that the online merchants

that offer the ‘Pay on Delivery’ Option are in the top 10 most visited online commerce websites

with the top four and 6th place rankings. Five out of the six online merchants that offer the ‘Pay

on Delivery’ option are among the Top 10 most visited online merchant websites in the country.

This is an 83% top 10 ranking record compared to a 7% top 10 ranking record for online merchant

websites that don’t have the ‘Pay on Delivery’ option. This statistics show that websites that

features the ‘Pay on Delivery’ option are more popular with online customers and these customers

frequently visit such websites.

Table 1: Traffic data for websites of major online merchants in Nigeria from February 2013 to

April 2013 (Alexa.com, 2013).

Among the listed top 10 online merchants, the 5 that offer the ‘Pay on Delivery’ service boast of

a total online reputation (1248) five times that of the other 5 sites that no not offer the ‘Pay on
 Journal of Marketing and Management, 5 (1), 120-135, May 2014 129

Delivery’ service (245). Also, the average online reputation of a merchant website that supports

the ‘Pay on Delivery’ option is 249.6, which is also five times more than the average for online

merchants website that do not support the ‘Pay on Delivery’ option (49). Generally, online

reputation gives an opinion of the social evaluation of a website, which infers popularity, adoption

and acceptance of such website. Online reputation as computed by Alexa.com refers to the number

of links to a website from other sites visited by users in the traffic panel, such that multiple links

from the same website are only counted once. The above statistic again shows that the websites of

the online merchants that support ‘Pay on Delivery’ are more popular with participants in the

Nigerian e-commerce ecosystem, and as a result, have more external links to it than those of online

merchants that do not support ‘Pay on Delivery’.

This trend continues in the analysis of the click-stream behavior data gotten from Alexa.com.

Click-stream refers to web users’ trail when surfing the internet; it shows the pages users visit and

the order in which such pages are visited. Click-stream analysis is useful for web activity analysis

and provides a means to study web usage patterns, which can in turn help predict and understand

customer online behavior (Lourenco & Belo 2011). Click-stream can be either upstream or

downstream, which means from a specific reference website, the next website visited is the

upstream, while the website which was previously visited is the downstream. As shown below,

correlation of click-stream visitor behavior data between the surveyed top 10 e-commerce websites

in Nigeria reveals that after visiting a website that doesn’t offer the ‘Pay on Delivery’ option, 44%

of visitors immediately go to a website that offers the ‘Pay on delivery’ option. Meanwhile, less

than 4% of visitors visit a website that doesn’t allow ‘Pay on Delivery’ after visiting a website that

does. Also, averagely, 50% of potential customers visit ‘Pay on delivery’ e-commerce websites in

succession (upstream 55% and downstream 44%).

 Journal of Marketing and Management, 5 (1), 120-135, May 2014 130

Table 2b: Click Downstream data (from

Table 2a: Click Upstream data (from
February 2013 to April 2013) showing
February 2013 to April 2013) showing
percentage of visitors that visit the website
percentage of visitors that visit the website of
of another online merchant immediately
an online merchant right after visiting
after leaving the first online merchant
another website (Alexa.com, 2013).
(Alexa.com, 2013).
Empty field indicates that there is no
Empty field indicates that there is no
significant click-stream value between the
significant click-stream value between the
two websites
two websites

Research on actual sales information reveals that Jumia.com.ng had initially only launched the

‘Pay on delivery’ option in Lagos, which led to a surge in the customers and sales from Lagos with

Lagos generating 80% of the total number of daily orders starting from days after the ‘Pay on

Delivery’ launch. Not long after Lagos launch, the ‘Pay on Delivery’ service was introduced to

Abuja, increasing sales and making Lagos and Abuja account for about 95% of all Jumia.com.ng’s

daily orders (Ndani TV, 2013). Recognizing the trend, Jumia.com.ng expanded the ‘Pay on

Delivery’ to four new major cities including Kaduna, Benin, Port-Harcourt and Warri, increasing

Jumia.com.ng’s daily orders from less than 1000 to almost 2000 daily and currently, ‘Pay on
 Journal of Marketing and Management, 5 (1), 120-135, May 2014 131

Delivery’ orders accounts for 92% of all total orders (Jumia.com.ng – Press release, 2012). These

findings confirm that the ‘Pay on Delivery’ e-commerce websites are more popular with

consumers because the model reduces the risk and increases the trust of consumers leading to the

increased intention to buy and actual increased sales of Jumia.com.ng.

It is significant to note that Jumia.com.ng was re-branded and re-launched in June 2012 from the

merger of kasuwa.com and sabunta.com, both failed e-commerce ventures owned by the Rocket

Internet. However in just over a year of exploring the benefits of the ‘Pay on Delivery’ option in

six Nigerian cities, Jumia.com.ng has become the most popular and fastest growing online

merchant in Nigeria. Chasing closely behind is Konga.com which within a year of launch, boasts

of one of the highest sales, online followership and reputation partly due to its use of the ‘Pay on

Delivery’ strategy fully implemented in Lagos, Abuja and Port-Harcourt (PMNews, 2013).

Conclusions

Although e-commerce activity in Nigeria is growing at a geometric rate, it is evident from this

research that trust is a huge factor affecting growth. We have also been able to establish the role of

the ‘Pay on Delivery’ payment option in the recent prosperity of the Nigerian e-commerce sector

as a major trust builder between consumers and the online merchants. Thus we can say that e-

commerce transaction models that integrate this payment option will most likely attract more

customers, process more orders and is more likely to succeed in the Nigerian e-commerce sector.

However, beyond the introduction and adoption of this e-commerce payment option, the CBN is

trying to exact her influence to set a new trend for the growth of e-commerce in Nigeria; this is

evident in the implementation of the cashless policy in Lagos and in putting limits on the amount
 Journal of Marketing and Management, 5 (1), 120-135, May 2014 132

of cash transaction in and out of banks. In addition to creating policies and an enabling environment

for e-commerce in Nigeria, it should also be of great concern to the CBN to tackle issues relating

to the security of online transactions by developing the structural, technological and legal

framework for smooth, safe and secure operation of online modes of payments and the

responsibilities of the stakeholders using these modes of payments. These frameworks would be

important in making guidelines that would protect the consumers by anticipating and flagging

potential fraudulent activities and safe guarding the interest of all e-commerce stake holders.

In the future, we shall examine other preferences of the Nigerian consumer in the e-commerce

ecosystem and how these preferences affect the current e-commerce transaction models. In

addition, we shall investigate the influence of government policies on the e-commerce sector in

Nigeria, in order to reveal their effects and drawbacks, and recommend policies that would optimize

the output from the Nigerian e-commerce sector.

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