The Marketing industry of Ghana has experienced a significant modification over time. The existence of online marketing and advertising has led to a change in most Ghanaians mode of shopping especially the youth.
In 2013, Tonaton an online shopping platform was introduced in Ghana with the aim of creating a new experience for customers and business owners. And over the years these shopping platforms have increased. Some of these platforms include Jumia, Ali express, shein and others. The shift to online shopping has created more opportunities for young entrepreneurs and businesses.
According to the Ghana Chamber of Commerce, e-commerce or online shopping increased significantly in 2022. Research also shows Ghana’s internet penetration rate increased between 2021 and 2022 to three hundred and fifty thousand internet users indicating more than 2.1 %. The increase in internet users impacted e-commerce immensely in Ghana.
The COVID-19 pandemic, combined with widespread access to internet connectivity and smartphones, powered the rapid growth of e-commerce. During the lockdown, people were unable to physically shop, leading to a growth in online purchases. This period marked a significant shift for e-commerce. Internet service providers have since invested heavily in improving connectivity, empowering more individuals to explore the online marketplace and contributing to the continued boom in e-commerce.
The rise in e-commerce has altered the way we shop, bringing numerous benefits to both business operations and personal lives. The most significant advantage of e-commerce is convenience. With the ability to shop from anywhere, at any time, we can now keep out of tedious queues and traffic congestion. This accessibility to products and services not only saves time but also effort, making our lives more efficient and easier.
Again, e-commerce boom has generated more access to new job opportunities across various sectors. The industry has created a demand for professionals in delivery services, customer service, and related fields. Established businesses have grasped this opportunity to expand their reach, both nationally and internationally.
“Online marketing has indeed opened enough chances for me. Profits have increased substantially. Now I can reach my customers across the country” said Aunty Ama, a jewelry retailer in Makola. Young entrepreneurs can now tap into the online market, launching and promoting their businesses with ease, thereby unlocking new approach to growth and success.
Another benefit E-commerce offers customers is the access to a wide variety of products, ranging from everyday essentials like food items to electronic devices and beyond. Moreover, online shopping enables customers to effortlessly compare prices across multiple stores to find the best deals.
E-commerce provides an easy entry to international markets, exposing customers to a wide variety of products and services allowing them to shop globally from the comfort of their own homes.
Even though digital commerce poses enough benefits to consumers and businesses, it has its own setbacks. Issues of security and delivery have been on the rise as it affects consumers and businesses. Among the security concerns in e-commerce include hacking, personal data invasion and financial scams. An instance is when a customer uses a credit card to shop online, but the website is run by a hacker who steals their credit card information, putting their personal and financial details at risk.
Hackers create fake websites that deceive customers into disclose their personal information including their passwords leading to fraudulent transactions. This can cause financial losses, damage to reputation, and a decline in customer trust and loyalty.
Ghana’s delivery services industry is still evolving, leading to challenges for individuals. Common issues include mixed-up orders, difficulty locating customers’ addresses, misplaced items, and undelivered packages. These problems destroy trust and credibility, causing customers to lose faith in companies and sellers, damaging their loyalty and reputation.
The future of e-commerce looks promising, to guarantee its improvement and success, stakeholders need to implement measures to protect both entrepreneurs and consumers. Strong security measures should be executed to prevent hacking and data violation. Refund policies should be clearly stated as well as offering excellent delivery services. By adhering to these measures, stakeholders will create a safe online marketplace for all. As stakeholders work to build a safe and reliable online marketplace, consumers need to be cautious when shopping online. It is imperative that consumers carry out a thorough research about sellers before purchase, keep financial and personal information guarded and report any form of suspicions about a fraudulent activity.
The thriving of online shopping is transforming the marketing industry. Customers can now relish in flexibility and comfort when it comes to shopping. As e-commerce continues to expand, businesses need to adapt to the changes, prioritize innovations and grant customer satisfaction.
SALOMEY BARNOR
Unimac-IJ (Faculty of Journalism)
Sackeysally5@gmail.com