amazon.ke
Its implications for Mama Duka
Amazon India (amazon.in) is not a small feat. I think, primarily, for reasons not many are aware of.
Sure, there are many controversial happenings right now over exactly what Jeff Bezos is trying to achieve. However, failure or not, it is a notable feat in principle — progress is progress.
India has a huge populace — significant human resources, so to speak.
Like my home, a significant chunk of its people are still not very adept in all things digital technology. Especially e-commerce. It’s still relatively new for many developing nations.
In the U.S, Walmart-type brick-and-mortar stores provide for convenient shopping — on a budget or a schedule. Back home, the local shop — sometimes a shack — is more convenient for the average Kamau, Kiptoo, and Adhis. A duka.
The shop is usually run by a Mama Duka — a mom-and-pop store owner. Usually, Mama Duka has already built rapport, and most times relationships, with customers. She also happens to live close by, if not in, the shop.
If you knock hard enough, at midnight, you might get lucky.
I bet in most cases Mama Duka knows the supply chain better than present franchises.
Mama Duka credit is a story for another day😄.
Mama Duka, in this context, can also represent our famous open-air markets — where you sharpen your bargaining skills.
Of course, the prices are hiked up before you start the whole process, but it’s the exercise that counts. C’est la vie…
Before Kamau and friends consider shopping online, they have to:
- have at least 1 phone that can connect to the internet (they usually will)
- have enough credits or data to connect to the internet (on a good day)
- be a little internet savvy to navigate to and through a shopping site (they usually are)
- have a way of making an online payment (???)
- have enough funds left to shop (????)
- have an appetizing catalog of goods to surf through (??)
- have a guarantee that the goods will make it sooner rather than later (???)
This is your youthful context, if you are considering Sub-Saharan e-commerce in 2020. At least in Kenya.
Let’s face it — even a giant like Amazon cannot beat the convenient sling of Mama Duka, our David.
Does this mean that the e-commerce Sub-Saharan road should not be traversed further?
No. Just imagine the possibilities…
- Maybe newer and more jobs
- Maybe reduced costs of production
- More exposure and education — knowledge is like a human body (all shapes and sizes)
- Enduring relevancy for Mama Dukas
- Economical growth
- Better globalization — better relationships & collaborations — less aid or less loans
Jeff Bezos did more than just plant roots in India to set up amazon.in.
He sought locally familiar producers to be Amazon’s suppliers kwa ground.
He then educated the interested parties on e-commerce over local cuppas — because who doesn’t like free food.
Yeah, tell me more about that e-commerce. *Sip Sip*.
To help with transitions to e-commerce for ready businesses, Bezos set up mobile ‘studios’.
Can’t make it?
…because of questionable infrastructure, Chinese whispers, lack of funds, and such.
We’ll come to you.
Local sellers even sectioned their warehouses to hold Amazon goods.
This helped Amazon with delivery times — it may be slower than delivery in the U.S, but it beats solitary delivery directly from the U.S.
Let’s not get into how Amazon is helping startups in India.
Some things you get to find out.
Of note:
Avumapo baharini papa, kumbe wengine wapo!
Sub-Saharan Africa is not without competitors: Jumia, Safaricom’s Masoko etc.
Disclaimer: There is no amazon.ke. I don’t know if it will exist or if it is in the works. It is simply used in this writing metaphorically.😉
Reference:
Jones, G. R., & George, J. M. (2020). Managing in the Global Environment. In Contemporary management (11th ed.). New York, NY: McGraw-Hill Education.
