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Archive Development Challenges, South-South Solutions Newsletters

African Online Supermarket Set to Boost Trade

By David SouthDevelopment Challenges, South-South Solutions

SOUTH-SOUTH CASE STUDY

Online retailing and marketing strategies are revolutionizing how people around the world buy products and services – but so far they have not benefited most of Africa’s small businesses and traders. On a continent where trading for survival is the norm, very few people are reaping the benefits of selling on the Internet.

Not only has limited access to the Internet and the lack of high bandwidth in Africa impeded communication within the continent, it has restricted African businesses from taking advantage of the most profound change in global business for decades: e-retailing (also known as e-tailing or e-commerce).

But the African information technology pioneers of Ghana – a country that has already gained a reputation as an IT leader in West Africa (www.ghanaictawards.com) – are setting out to change this situation, and in turn to change the way people access African goods and services.

Pledging in its motto to reach “every African nook and cranny,” ShopAfrica53 is an online shopping portal similar to famous brands like Amazon or eBay, but focused entirely on giving African traders the ability to sell across the continent and to the world online.

The one-stop shopping site – taking its name from the 53 countries on the continent – can be accessed by Internet users, or better still, by the enormous number of mobile phone users not only in Africa but around the world.

The number of mobile phone subscribers in Africa surpassed 300 million in 2008 (ITU), representing a significant market in their own right. Research group Informa Telecoms and Media estimates mobile networks now cover 90 per cent of the world’s population – 40 per cent of whom are covered but not connected.

ShopAfrica53 works like this: merchants first fill out an online form on the ShopAfrica53 website. They are then contacted by ShopAfrica, and an account is set up.

People wanting to buy goods and services on the website use the African Liberty Card to ensure the transactions are safe and not at risk from hackers and fraudsters. The disposable pre-paid scratch card can be used on mobile phones and the Internet and is purchased from store outlets.

ShopAfrica handles the logistical hassles of shipping to customers around the world, facilitates payment transfers, and helps with record keeping for merchants.

ShopAfrica offers an eclectic selection of goods: apparel and accessories, books and stationery, groceries, handicraft, health and personal care, home and garden, machinery and tools, technology and entertainment. It promises to offer the “best selection of African products, anywhere, worldwide” – everything from building supplies, household items and electronics to processed foods and fabrics.

One Ghanaian merchant, Mohammed Salifu, promises to deliver in two days a “large brown cow for delivery or collection. The size, colour and weight of animal will vary. This merchant provides live goats, sheep, cattle for special occasions and festivities and can also provide a slaughtering service for clients.”

Then there is Vera Ami Kpogli, who is selling a ‘Beyonce’ Electric Blue necklace. Tse-Lee Fashions offers Batik/Tie and Dye Print Shirt in aqua and navy. And for the ‘king’ of the house, Ama Afrique Designs is selling Men’s Royal Rulers, sandals “worn many centuries ago by African kings.”

The potential of this service to boost incomes is considerable: in the United Kingdom, online sales now make up 15 percent of all retail spending, reaching £43.8 billion (US $66.12 billion) in 2008 (IMRG).

As has been seen with other countries of the Global South, trade in high quality goods boosts incomes. South-South trade grew by an average of 13 percent per year between 1995 and 2007. By 2007, South-South trade made up 20 percent of world trade. And over a third of South-South commerce is in high-skill manufacturing. Making finished goods, rather than just selling raw materials, improves workers’ skill levels and increases the return on trade.

The rapid changes to African countries – the tilt to being more urban than rural, and being home to a larger urban population than North America, with 25 of the world’s fastest growing cities (International Institute for Environment and Development) – means there is an urgent need to boost incomes and better connect traders and manufacturers to the global economy.

ShopAfrica53 could be the start of a very big thing for African trade.

Published: May 2009

Resources

  • The red dot logo stands for belonging to the best in design and business. The red dot is an internationally recognised quality label for excellent design that is aimed at all those who would like to improve their business activities with the help of design.
    Website: www.red-dot.de
  • BOP Source is a platform for companies and individuals at the BOP (bottom of the pyramid) to directly communicate, ultimately fostering close working relationships, and for NGOs and companies to dialogue and form mutually valuable public-private partnerships that serve the BOP.
    Website: http://bopsource.ning.com/
  • Business Fights Poverty: Business Fights Poverty is the free-to-join, fast-growing, international network for professionals passionate about fighting world poverty through good business.
    Website: businessfightspoverty.ning.com
  • Dutch Design in Development: As a matchmaker, DDiD puts together European clients, Dutch designers and small and medium-sized enterprises in developing countries. The designers share their knowledge of European consumer tastes, product development, design and quality standards
    Website: www.ddid.nl
  • Afriville is a Web 2.0 service and an African Caribbean social network. Afriville is a community website along the lines of the famous MySpace. Users are free to message and post profiles. The difference is that the user is able to choose how closed or open the networks are. The site features a state of the art music management system which allows African and Caribbean artists to get straight in touch with their fans.
    Website: www.afriville.com
  • Business Action for Africa: Business Action for Africa is an international network of businesses and business organisations from Africa and elsewhere, coming together in support of three objectives: to positively influence policies for growth and poverty reduction, to promote a more balanced view of Africa, and to develop and showcase good business practice in Africa
    Website: www.businessactionforafrica.org
  • Interactive Media in Retail Group (IMRG) is a membership community for the e-retail industry, whose vision is to maximise the commercial potential of online shopping
    Website: www.imrg.org

https://davidsouthconsulting.org/2021/03/20/accessing-global-markets-via-design-solutions/

https://davidsouthconsulting.org/2022/06/02/afghanistans-juicy-solution-to-drug-trade/

https://davidsouthconsulting.org/2022/10/26/african-trade-hub-in-china-brings-mutual-profits-2/

https://davidsouthconsulting.org/2021/03/20/carbon-markets-need-to-help-the-poor/

https://davidsouthconsulting.org/2022/11/21/chinese-trade-in-angola-helps-recovery/

https://davidsouthconsulting.org/2021/03/20/computer-gold-farming-turning-virtual-reality-into-real-profits/

https://davidsouthconsulting.org/2022/04/12/djibouti-re-shapes-itself-as-african-trade-hub/

https://davidsouthconsulting.org/2021/07/19/global-south-trade-boosted-with-increasing-china-africa-trade-in-2013/

https://davidsouthconsulting.org/2020/12/12/mobile-phone-shopping-to-create-efficient-markets-across-borders/

https://davidsouthconsulting.org/2021/12/08/new-media-markets-and-screen-finance/

https://davidsouthconsulting.org/2022/10/26/perfume-of-peace-helps-farmers-switch-from-drug-trade/

https://davidsouthconsulting.org/2022/10/04/popular-chinese-social-media-chase-new-markets/

https://davidsouthconsulting.org/2021/07/19/south-south-trade-helping-countries-during-economic-crisis/

https://davidsouthconsulting.org/2022/11/17/sos-shops-keep-food-affordable-for-poor-unemployed/

https://davidsouthconsulting.org/2022/11/16/thai-organic-supermarkets-seek-to-improve-health/

https://davidsouthconsulting.org/2022/10/20/trade-to-benefit-the-poor-up-in-2006-and-to-grow-in-2007/

https://davidsouthconsulting.org/2020/04/17/virtual-supermarket-shopping-takes-off-in-china/

https://davidsouthconsulting.org/2022/10/05/women-empowered-by-fair-trade-manufacturer/

https://davidsouthconsulting.org/2022/06/16/women-mastering-trade-rules/

Development Challenges, South-South Solutions was launched as an e-newsletter in 2006 by UNDP’s South-South Cooperation Unit (now the United Nations Office for South-South Cooperation) based in New York, USA. It led on profiling the rise of the global South as an economic powerhouse and was one of the first regular publications to champion the global South’s innovators, entrepreneurs, and pioneers. It tracked the key trends that are now so profoundly reshaping how development is seen and done. This includes the rapid take-up of mobile phones and information technology in the global South (as profiled in the first issue of magazine Southern Innovator), the move to becoming a majority urban world, a growing global innovator culture, and the plethora of solutions being developed in the global South to tackle its problems and improve living conditions and boost human development. The success of the e-newsletter led to the launch of the magazine Southern Innovator. 

https://davidsouthconsulting.org/2021/03/05/southern-innovator-issue-2/

Creative Commons License

This work is licensed under a
Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

ORCID iD: https://orcid.org/0000-0001-5311-1052.

© David South Consulting 2023

Categories
Archive Development Challenges, South-South Solutions Newsletters

Djibouti Re-shapes Itself as African Trade Hub

By David SouthDevelopment Challenges, South-South Solutions

SOUTH-SOUTH CASE STUDY

Trade hubs can prove to be decisive in boosting regional growth. Trade hubs are places where commerce congregates, for a mix of geographical, cultural and economic reasons. Like a bicycle wheel, a trade hub sits at the centre as the spokes of trade routes travel towards it. Throughout history, trade hubs have emerged, from the outposts of the Silk Route running through Asia and Central Asia to the Hanseatic League cities of Northern Europe in the Middle Ages.

Trade is critical to increasing prosperity, and the more efficient trade becomes – and the greater the variety of goods and affordable prices – the higher the standard of living for the nations doing the trading.

With South-South trade the great economic success story of the past decade, new trade hubs are emerging. World Trade Organization (WTO) (www.wto.org) figures show South-South trade accounted for 16.4 percent of the US $14 trillion in total world exports in 2007, up from 11.5 percent in 2000. While the global economic crisis has slowed things down, the overall trend is firmly established.

One country hoping to become a key 21st century trade hub is the tiny African nation of Djibouti, which sits strategically between the Red Sea and the Gulf of Aden. It is surrounded by the nations of Eritrea, Ethiopia and Somalia and is across the Bab al Mandab Strait from Yemen.

It is at the nexus of Africa and Asia. Some of the busiest shipping lanes in the world float by the country’s coastline. Much of the oil shipped to Europe and the United States passes by.

“Djibouti is perfectly positioned to become a services and logistics hub,” said Jerome Martins Oliveira, chief executive officer of Djibouti port, operated by a subsidiary of Dubai World.

PwC (PriceWaterhouseCoopers) (http://www.pwc.co.uk), which recently published its third Transportation & Logistics 2030 Report, predicts that global trade hubs and routes will shift to emerging markets within the next 20 years.

“Trade volumes will move towards emerging markets such as Africa or Asia and competition for future large transport contracts will be determined within the next few years,” said Akhter Moosa, PwC’s South African Transport and Logistics Leader.

This underscores the growing importance of emerging markets. The majority of global trade is forecast to shift to emerging markets by 2030. As the trade shifts, so new trade routes emerge. PwC sees strong links between Asia and Africa and Asia and South America, as well as trade within Asia, transforming global supply chains.

Hot spots for trade are showing impressive growth. Trade between Asia and the former Soviet states grows at 42 percent a year. The volume of trade between South America and Africa is growing by double digits.

“China already owns seven of the world’s twenty largest ports,” said Christopher Siewierski, associate director in Corporate Finance at PwC. “India, Russia and South Africa are also expected to play a significant role as logistics giants.”

Respondents to the Transportation & Logistics 2030 Report
(http://www.pwc.com/gx/en/transportation-logistics/tl2030/tl2030-pub.jhtml ) believe it is unlikely that companies from emerging countries will seek further growth in the developed European and North American markets. Instead, they will concentrate on domestic markets and the strong growing neighbouring countries.

All of this is good news for Djibouti. At present, the population of Djibouti
(http://en.wikipedia.org/wiki/Djibouti) is small at around 864,202 people (2009 World Bank).

Ancient Djibouti traded hides and skins for the perfumes of Egypt, India and China: a classic South-South trade heritage. Djibouti became a French colony and gained its independence from France in 1977.

The geography is harsh: a rocky semi desert of plateaus and highlands. Djibouti has few resources, apart from its large salt reserves – the country has a long history of salt mining. Djibouti must depend on foreign assistance – or innovative trade.

Djibouti has to be clever in increasing income opportunities: the country has an estimated unemployment rate of between 40 and 50 percent. The country is heavily dependent on imports for food and fuel, and over the past decade has experienced recession – in the wake of a 1991 to 1994 civil war – and a growing population.

For years, the tiny state was overlooked and development had proceeded at a slow pace. But now investment from Dubai is pouring in to upgrade the port to make it a regional gateway.

The Djibouti Free Zone (http://www.djiboutifz.com/) was set up in the wake of the country being designated a free-export processing zone in 1995. In practice, this means a company or business working to export products can be designated as an Export Processing Company (EPC).

It was created to re-shape the landscape in Africa when it comes to trade. Push out the red tape, and bring efficiency and plenty of services: the prime habitat for business to flourish free of restrictions. Prospective businesses can find modern offices, distribution, storage and light manufacturing facilities.

Djibouti provides services as both a transit port for the region and an international trans shipment and refuelling center.

And even more ambitious plans are afoot: a multi-billion dollar, 29-kilometre bridge across the Red Sea has been proposed. The Bridge of the Horns (http://en.wikipedia.org/wiki/Bridge_of_the_Horns) will link Djibouti with Yemen and two new cities will be built on either side of the bridge. The new Noor City on the Djibouti side will become the “financial, educational, and medical hub of Africa” according to its developers.

Elsewhere, the United States is funding and operating four regional trade and competiveness hubs in sub-Saharan Africa. They aim to assist, enhance and broaden the flow of trade between the United States and the region, both inside and outside the terms of the historic African Growth and Opportunity Act (AGOA) (http://www.agoa.gov/). The four trade hubs — located in Ghana, Senegal, Botswana and Kenya — provide information and technical expertise to enhance and expand bilateral trade between the United States and Africa.

Published: December 2010

Resources

  • Port Management Association of Eastern and Southern Africa: Is a regional organisation for the ports and maritime sector in Eastern and Southern Africa. It seeks to promote and nurture best practices among member ports by creating an enabling environment for exchange of information and capacity building to contribute to the economic development of the region. Website: http://www.pmaesa.org/welcome.htm
  • Dubai World: Global holding company Dubai World “focuses on the strategic growth areas of Transport & Logistics, Drydocks & Maritime, Urban Development, Investment & Financial Services. Our portfolio contains some of the world’s leading companies in their industries, including Drydocks World, Economic Zones World, Istithmar World, Nakheel and majority ownership of DP World.” Website: http://www.dubaiworld.ae/
  • A Financial Times report on Africa-China trade in 2010. Website: http://www.ft.com/reports/africa-china-trade-2010
  • West Africa Trade Hub: The USAID West Africa Trade Hub uses a market-driven approach to increase exports from the region – making West Africa competitive in world markets. The Trade Hub provides direct assistance to hundreds of companies in six value chains. That work is complemented by teams tackling problems in transportation, telecommunications, access to finance and business environment that make it difficult for West African companies to compete. Website: http://www.watradehub.com/
  • Biz Community.com: Africa’s Leading Daily Retail News: Where the action is on Africa’s fast-growing retail markets. Website: http://www.bizcommunity.com/196/160.html
Creative Commons License

This work is licensed under a
Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

ORCID iD: https://orcid.org/0000-0001-5311-1052.

© David South Consulting 2023