Im going to approach this from a theoretical perspective. The Generation from 1980 to 2000 was born with internet in hand and it has accelerated from 2000 to 2010. Africans know more about American culture than you do thanks to Facebook, twitter, YouTube and now instagram in past few years.
The Arab spring was born in the internet. The new generation is heavily involved and they are molded by it. As these people enter the work life and getting settled with family life etc, they are not afraid or technology impaired like their parents to shop in internet. Latest bike, latest soccer shoes being pimped by Ronaldo in his his Instagram / Nike connection etc
Im approaching this from a general view. The previous generation transitioning into current adult life are more addicted to internet than Americans.
I have a few shares in Jumia and I think they are coming at perfect time. Its run by young techies and they have developed the logistics and have the data. Orders might be slow, problems adapting etc but I think the value of company is actually in the platform they have developed.
Holding long term is good idea as they sort out the culture shift, local problems etc
I guess what Im trying to say is the new generation in Africa is very Americanized and totally different than their parents. Just like us in US, they are going to be looking for convenience in shopping.
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