In recent times, the cry for development in many of Ghana’s rural areas and hinterlands has been louder than ever. Roads, hospitals, schools and many other infrastructural developments seem to be ongoing at a slow pace. For the rural folk, improvement in their day to day lives is top of the list.
According to Abraham Maslow’s theory of needs, the basic level of needs include food, water and shelter. Just above this, we find safety and security. This theory applies to every individual under the sun. A visit to Akwidaa, a village in the Western region of Ghana showed that rural folk are more interested in acquiring essential items such as groceries, toiletries, provisions, home & kitchen supplies, nose masks & sanitizers and clothing. This reiterates Maslow’s theory.
In recent times. Many Ghanaians all over the country especially those in the big cities have become heavily reliant on online shopping / ecommerce as their main source of getting essential items. In the wake of the covid-19 pandemic and it’s new variant, ecommerce has emerged as the best way to stay safe. One may argue that there are challenges with ecommerce when it comes to rural areas. Notable among these challenges are internet access, smartphone adoption, lack of good access roads and the lack of adequate education among rural folk about ecommerce.
Africa’s leading ecommerce ecosystem, Jumia, has provided a platform and related logistics to ensure that everyone enjoys the benefits of ecommerce. Empowering indegineous people who reside in these communities with skills and equipment has helped change the narrative for many rural communities. These people are termed J-force agents and they are greatly driving ecommerce in these areas. With over 20,000 of such agents spread through all 16 regions of Ghana, the future is bright for the development of Ghana through ecommerce.
Addison Amerlowo, a J-force agent who hails from Akwidaa, a village in the Western region of Ghana said ‘’ I have been working with Jumia for the past 2 years.I help people who have no smartphones or access to the internet to order items online.The people in these places buy from Jumia because of the reduced prices and convenience of delivery. They purchase essential items such as groceries, a bag of rice at 30ghs, cooking oil at 10ghs as well as clothing. I am also earning a lot from this job. I am able to pay for my basic needs like water, electricity bills while saving the rest to start school next year. Ecommerce provides more offers and choices, it provides great value for the people’’
Thanks to ecommerce, many rural folk can now easily access a wide range of affordable products and have them delivered in their villages where they collect their orders from Jumia’s pick up stations at reduced shipping fees. Today there are over 500 pickup stations all over the country. In addition, people in suburbs to some of these big cities can get their orders taken to their homes or workplaces by delivery agents.
Speaking also in her local dialect, Madam Anita Esaaba Johnson who is a widowed mother of 4 children had this to say ‘’ Taking care of 4 children all by myself has been very challenging. Two of my children are in senior high school and getting quality items like bags, shoes, clothing that will last longer has always been a problem. Even when I get them, because the goods are brought from far away, the prices are overwhelming.
Getting provisions for them to take to school was also very challenging. Ever since the Jumia agents started helping us order items online, I am very relieved because I save a lot of money when I buy online. I also get to pick up the items quicker than before at the Jumia pick up station in the neighboring town. The savings that I get from buying online helps me in other areas such as buying books and giving the children pocket money. I am planning on buying a smartphone soon so I can order by myself’’.
Undoubtedly, ecommerce expansion to the rural areas has catalyzed development by offering affordability, convenience, safety and job opportunities to these communities. With innovation, technological advancements, education and adequate infrastructure, Ghana has the potential to see even further developments in these areas.
