Black Friday in Nigeria: Konga sees record sales

02/12/2014

Despite starting as a US tradition, Black Friday has taken off in Africa too, with online shopping mall Konga seeing a huge increase in sales over the sales period.

This year, the global fervor surrounding Black Friday was brought to life in Nigeria as the online mall held the second edition of its version of the sales called ‘Yakata’.

Yakata, a Nigerian colloquial term meaning “final” or “completely.”

Key results:

• 1440% revenue increase year on year
• 40% of business from new customers
• Over half of the traffic came from mobile devices, which then contributed to over a third of overall sales
• They sold 500% more during this promotion than in the whole of 2012

The first Yakata sales held in 2013 and introduced the concept of Black Friday in the Nigerian ecommerce industry.

On Friday, Konga.com saw a record breaking 1440% year on year increase in online revenue.

The CEO and founder of Konga.com, Sim Shagaya disclosed that at its peak, Konga was processing N50 million worth of orders every hour and that Konga sold 500% more items in the two days of Yakata than it did in all of 2012.

Shagaya said: “We received thousands of orders within the first few hours of launching Yakata. The orders poured in from virtually every state in Nigeria and interestingly from several other countries as well. Following the Yakata sale, almost 100,000 items are now being shipped all over Nigeria.

Further remarking on the growth of Ecommerce in Nigeria, Shagaya said, “Over 40% of the people who shopped had never bought online before. On the day we received more traffic on mobile devices than desktop and mobile contributed over a third of sales which is a clear pointer that mobile is the way Nigerians will shop online in the future.

Some of the hottest deals recorded during the period were Haier Thermocool 3KVA remote control generator which sold at a remarkable N53, 750 at a discount of almost 60 percent; and the Lenovo A3300 Tablet which sold at N18, 000 instead of N30, 000.

Chris Bishop, Founder and CEO at 7thingsmedia, Konga.com’s digital media agency, commented, “as an ecommerce market, we are certainly seeing that Nigeria leads the way in mobile, with more than double the contribution of sales from mobile compared to our UK and US clients.”

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