"This disconnect is apparent in the first fulfillment step. Logistics in Africa Informal, landmark addresses Automated routing software is ineffective when a driver relies on directions like "turn left at the blue gate after the mango tree." A driver who makes 100 drops in New York may only complete 20 in Lagos or Nairobi because of the need for multiple phone calls to locate the customer."
"Consumer skepticism Delivery mistakes and failures are routine, eroding consumer trust. The problem is illustrated by the "What I ordered vs. what I got" trend, a viral meme originating in Nigeria, where consumers share photos of inferior goods. The result is that many shoppers in Africa refuse to prepay. They demand cash on delivery and insist on inspecting the package at the doorstep before paying."
Global ecommerce relies on standardized addresses, reliable couriers, predictable delivery windows, and successful online checkout. Many African markets lack these pillars, causing failures at the first fulfillment step. Informal landmark addresses prevent automated routing; drivers often need multiple phone calls, reducing delivery density and raising per-delivery costs. Consumers frequently refuse to prepay, preferring cash on delivery and doorstep inspection, which increases returns and logistics costs. Infrastructure gaps like poor roads, limited intercity transport, and port congestion make asset-heavy logistics unsustainable. Third-party couriers face the same bottlenecks, as local delays and gridlock cascade through delivery networks.
Read at Practical Ecommerce
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