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Nigeria’s Venture Capitalists are truly a miracle given the nation’s current economic situation. One department that has blossomed tremendously, especially in recent times, is General Merchandise. Amongst all the e-commerce categories, General Merchandise appears to be the most crowded.

a list of some General Merchandise websites currently leading in the industry

Jumia has a wide range of services cutting across markets; travel, housing, jobs, food, car, deals, technology and other services. The online shopping website was launched in Lagos in May 2012. With the aim to create Nigeria’s very own “Amazon”, two young minds, Tunde Kehinde and his Ghanaian partner, Raphael Afaedor, launched to make the shopping experience of the average Nigerian easier. is arguably Africa’s biggest e-commerce website with outlets in Cote d’Ivoire, Morrocco, Egypt, and Kenya.  The website operates a reliable pay-on-delivery system where customers can pay cash on their doorstep.


Among all Nigerian e-commerce websites, and both take the lead as first-rate online marketing portals. Founded in 2012 by Sim Shagaya, Konga, like Jumia, has rapidly grown to become one of the highest-ranked e-commerce websites by Alexa. With the desire to deliver products in a timely fashion so that customers would always have access to their needs and wants at their convenience, Konga has large warehouses stocked up with goods and strategically located at major cities such as Port Harcourt, Lagos, and Abuja, to ensure swift delivery service. The services provided by Konga to ensure customer satisfaction include lowest price guarantee, 7-day return policy, order delivery tracking, reliable customer service support, and other premium services. Konga also enables other retailers and traders to have their services displayed on the Konga platform through a medium called Konga Mall. Konga deals in a variety of products ranging from electronics to mobile devices, clothing, and household, books, and stationery, meeting a wide audience.


As the name implies, Dealdey stands out for the products it offers at highly discounted prices. Launched in March 2011, Dealdey aims to improve affordability by providing customers with access to deals available at a particular point in time such as discounts and promos. Dealdey deals on products and services such as electronics, clothing,  food mobile devices, hotel bookings, amongst others. According to Dealdey,  its main aim is to provide a stable environment for merchants who are looking to gain patronage and customers who want to save money by seeking fantastic service bargains.


Payporte was founded by Eyo Bassey, a software developer and the Chief Executive Officer of Rom-Flex Group. He deems Payporte a truly Nigerian brand because of its appreciable qualities. One of which is affordability. Payporte boasts to be one of the e-commerce websites in Nigeria that provides affordable products. Another unique attribute is timeliness. The brand offers 24-hour delivery in cities across Nigeria. Payporte is also notable for launching the ”1k shop” when the company faced a decline in sales. This involves a section of its store being prized from ₦1500 and below. Payporte has expanded to countries beyond Africa like the United Kingdom, the United States of America, China and Turkey.

Jiji has created a mutual online platform that enables both buyers and sellers engage in smooth transactions through their website. As at January 2018, organized over 800,000 ads which attracted over 160,000 sellers and 7 million buyers per month, who negotiate deals on cars, mobile phones, cosmetics, toys, electronics, livestock, services. Recently, the site also created a platform for Users to apply for job vacancies. was founded in 2014 in Lagos, Nigeria by Anton Wolyansky. As of June 04, 2018, is ranked as the 47th most popular site in Nigeria by Alexa.

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This article was first published on 7th June 2018


My name is Samuel Okoruwa. I am an ardent researcher, reading is life and writing is fun.

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