"Africa has been wrong about e-commerce for more than 10 years" is the title of the book published by Éditions Universitaires Européennes (EUE) by Simon Mbelek and Pierre-Lionel Ebe, two public relations and marketing specialists who have been involved in the world of commercial and financial transactions on the internet for many years. In this book, which is aimed at the entire ecosystem and the pan-African socio-political world, the authors present the overall history of this mode of consumption, while highlighting the fundamental flaws that have plagued it since its arrival on the continent a decade ago.
“…E-commerce, which has revolutionized and changed practices around the world, was well on its way to enjoying greater success on our continent. But unfortunately, we refuse to take our destiny into our own hands in order to rise to the top, claiming that we do not have the means to do so. Today, we rank last in the United Nations Conference on Trade and Development (UNCTAD) rankings, and the future does not necessarily hold a better fate for us."
This excerpt summarizes the key points to remember from this document, which is both an expression of rebellion and a call for all stakeholders to remobilize. The book describes a centuries-old commercial practice that underwent a revolution in the West following the advent of the internet and which, thanks to its strong performance, has positioned itself in the eyes of international bodies as one of the new cornerstones of the global economy. The 2020-2021 report from the umbrella organization talks about a sector worth $27 trillion, contributing around 30% of retail trade and 6% of global GDP, with more than 20 million direct jobs. It has demonstrated an impressive ability to broaden access to markets and open up more opportunities for people around the world. During the crises that have shaken the world, it has proven that it can be the thread that keeps people, governments, and businesses connected.
Africa, which had managed to achieve its first and greatest successes thanks to the arrival of players such as Jumia in 2012, has been experiencing a situation for more than three years that has led observers to conclude that it no longer has any grounds for further progress. Between weak market supply, the successive bankruptcies of companies that have tried their hand at it, the fragility of the security and regulatory framework, the decline in the stock market value of the activity, and the departure of long-standing investors, everything seems to indicate that the cradle of humanity is facing a situation that is no longer conducive to encouraging investors.
By choosing this title, which may seem somewhat bold, the authors challenge traditional approaches to e-commerce on the African continent. Drawing on their experience and understanding
of African issues, the authors
analyze the reasons behind this lag. They take a close look at past failures, structural obstacles, and untapped opportunities, while offering exciting prospects for the future. The book offers concrete and innovative solutions to help Africa bridge this enormous gap with other regions. The authors offer pragmatic recommendations to policymakers, entrepreneurs, investors, and anyone who wants to contribute to Africa's digital transformation. This book is a call to action for all of Africa and its partners, urging them to rethink existing models and seize the opportunities offered by this new economic environment.
Cabral Libii, a political leader and parliamentarian known for his commitment to Africa's development, generously agreed to write the foreword to the book. For him, this book is an opportunity to make formal commitments. "It is impossible to read this book without making a personal commitment to Africa. The authors have done their part. It is up to every African, wherever they may be, to do theirs," he says. His contribution provides additional perspective and highlights the importance of this activity as a key driver of economic growth and empowerment on this continent with such impressive potential.
About the authors
The book is the result of a joint effort by Simon Mbelek and Pierre-Lionel Ebe, two early pioneers in this field in Africa. They cut their teeth in Jumia's top management as directors of public relations and digital marketing for its Cameroonian subsidiary. After the subsidiary was put on hold in the country, the two friends decided to join forces with other compatriots and former colleagues to launch Kuruba, a platform designed to bring local businesses into the digital age in order to increase their competitiveness with the retail giants. "Africa has been wrong about e-commerce for more than 10 years," Éditions Universitaires européennes – 204 pages – €79.90. The book is available in bookstores in more than 40 countries and online at morebooks and all Amazon group platforms.
Press release