The United Nations Informal Sector Development and the Bank of Industry statistics stated that women constitute a higher number of Nigeria’s informal workforce found in agriculture, food and beverages, retail, textiles and cross-border trade.

World Bank’s Managing Director of Development Policy and Partnerships, Mari Pangestu, not long ago disclosed that trade has been an engine of poverty reduction over the past 30 years and that trade can expand women’s role in the economy, as well as reduce gender gap if women are given more opportunities.

Globally, technological advancement is lifting many more women out of poverty, helping them climb up the career ladder and assume leadership roles across different spheres through acquisition of flexible career skills as well as achieving a work-life balance.

In Nigeria, for instance, B2B e-commerce platforms are emerging as a strong force for bolstering the growth of the Nigerian informal retail segment.

In response to the rising global advocacy for equal opportunity for women in the tech space, Alerzo, a business-to-business e-commerce platform has been promoting technology as a potent tool for gender parity by building technology products that alleviate the burden of informal retailers, majority of whom are women.

By expanding access to an array of tech solutions, the B2B e-commerce platform and others are enabling women operating in the largely female-dominated Nigeria’s $100 billion informal retail segment side-step limiting barriers that previously inhibited their capacity, growth and sustainability.

The significance of women was further amplified at the recent World Trade Organisation (WTO) Public Forum 2022 in Geneva, Switzerland, with submission that adoption of digital technology for trade was a factor for achieving economic integration and sustainable development on the continent.

The forum in particular harped on the peculiar challenges that African women encounter in relation to harnessing the potential of digital innovations, and advocated increased commitment to advancing the cause of women in the tech space.

For instance, President of Borderless Trade Network (BTN), Dr. Olori Boye-Ajayi, while stating that her organisation collaborates with various agencies to support women and make trading and businesses easier for them by leveraging technology, emphasised the need to create fair opportunities for women in trade, especially in accessing digital tools.

Some of the challenges retail and micro businesses in Nigeria face generally include access to the market to source their wares as they have to travel and transport purchased goods from distant market or wholesale depots.

Many of them move around with huge cash making them susceptible to robbery attacks and other associated dangers of road travel.

Also, lack of access to funds to expand their business, absence of book-keeping and financial advice, inadequate transport and other infrastructure to support business sustainability are part of the challenges they go through.

In addition to high operating costs, small retail businesses also struggle to cope with difficult social and economic terrain.

The many ways Alerzo enables Nigerian retailer include: the Alerzoshop app which allows retailers to conveniently order for goods and make payment via Alerzopay. For retailers who are not tech-savvy, there is an option to order via a USSD code or WhatsApp.

The delivery of the goods is done at no cost to the retailers

By investing in over 400 vehicles and 20 warehouses over the last three years, Alerzo has provided warehousing and fulfilment solutions to suppliers, and delivered ordered goods at zero cost to thousands of retailers in difficult-to-reach locations across Nigeria.

‘‘For the past two years, we have delivered to informal retailers at no cost. With our delivery services, retailers save time, energy, and resources that they would have otherwise expended in restocking. These benefits have resulted in our retailers reducing their two to four times a week restock trips to zero,” Alerzo Group Chief Executive Officer, Adewale Opaleye, enthused.

“On our Alerzoshop retail app, we have a vast assortment available to our customers to choose from, and we offer free delivery in all the 13 states we’re currently operational. We have changed the landscape for them (retailers) through on-time delivery.’’

In an ecosystem susceptible to adulterated and substandard consumer goods, Alerzo tech solutions also assist both informal retailers and consumers in accessing authentic goods at the right price.

[Featured Image Credit]

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Daily, many youths are provided the opportunities of exploring their talents and being recruited to make up the workforce of the industry which has been described as the backbone of Nigeria’s economy.

Knowing that the population of youths outnumber available jobs, however, many opportunities are being created with the existence of tech firms.

These opportunities are particularly helping in closing the unemployment gap, helping businesses grow and increasing national revenue.

Adewale Opaleye, the Group CEO of Nigeria’s leading B2B e-commerce tech firm, Alerzo, noted that Nigeria has a predominantly youthful population which when optimised is of immeasurable advantage to the economy.

‘‘In 2019, it was estimated that about 65 percent of the population are between 0-24 years old. This is a great asset. Unfortunately, the population of youths is far more than the available jobs.  The good part of this is that most of these youths are digital natives, which means the digital economy can create employment for them,’’ Opaleye said.

Alerzo, he said, has employed over 3,000 youths in its employment and has continued to impact informal retailers and micro businesses through its innovative business solutions.

He stated: ‘‘Aside from Alerzo operations and logistics services that employ thousands directly, we are also enabling the retailers to create more jobs for the Nigerian youths, especially in the rural areas.’’

”We provide financial support through Alerzo lending service for retailers on our platform. We also know that a lot of these entrepreneurs need basic knowledge to run and grow their business. So we engage in capacity building initiatives. Through these, a lot of SMEs in Nigeria have been able to grow their businesses.

‘‘The digital economy holds enormous potential for Nigeria’s development. Investing in it will provide employment, help SMEs to grow, improve government revenue and ultimately drive development,” he added.

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Opaleye noted that there was a need for informal retailers and micro businesses to key into the federal government’s 95 percent digital literacy projection for 2030 as contained in the National Digital Economy Policy and Strategy (NDEPS), 2020 – 2030.

He corroborated the minister who maintained that ICT was not just an independent sector but the key enabler in trade, investment industry and other sectors.

Opaleye further stressed that technology will help informal retailers in running their businesses with ease and make more profits.

Digital literacy is needed to harness the innovative solutions brands like Alerzo and other B2B tech firms are providing to the age-long challenges that informal retailers experience which includes restocking, logistics, bookkeeping, etc.

Alerzo’s unique proposition involves meeting the needs of informal retail businesses at their comfort. These thousands of retailers being serviced by Alerzo are not challenged with running out of stock nor stepping out of their stores to restock as they easily place orders for groceries on Alerzoshop app and receive deliveries within a maximum of four hours, while also receiving and making payments with the Alerzo POS terminal.

Veedez, another product of Alerzo, a bookkeeping and inventory management app, helps retailers to calculate their profits, track their stock and get prompts on goods with low inventory. 

Opaleye further stated: “Informal retailers need to move away from the old ways of doing business to embracing technology. To provide a solution to the problem of logistics, we did something unthinkable by buying a fleet of vehicles and owning our warehouses. We also developed our software, we do deliveries within four hours of order because we own our entire vehicles. We ended up building a bank of solutions for our retailers.”

While harnessing the benefits of digital literacy through the federal government’s vision, there’s no doubt that this will drive an array of innovative Nigerian products that are affordable.

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Alerzo is part of those with innovations that are bridging the gap in micro business, as the impacts are being strongly felt even in the rural areas.

Adewale Opaleye, Alerzo Group CEO who is passionate about retailers’ growth, especially with the adoption of technology, said the tech firm provides swift and free delivery of goods ordered by its customers, payment options for retailers for receiving and making cashless payments.

He said Alerzo also helps retailers track store profitability better and facilitate a portfolio of digital services including airtime purchases, bill payments as well as processing peer-to-peer transfers.

Opaleye noted that the testimonials from customers reiterate the firm’s focus “on helping reach more customers seamlessly, we are shifting from a ‘retailers-focused’ business to ‘empowering micro-businesses within and outside of the retail space.’’

He said part of the initiatives in growing retail footprint include: shop now and pay later, savings, loyalty programme, 3P logistics, inventory management and invoicing.

‘‘I am profoundly happy that the work we do at Alerzo Nigeria is greatly impacting the economy of the continent. I founded Alerzo to address most of the challenges that face informal retailers in Nigeria.

‘‘I am happy that, in about three years of operations, Alerzo has deployed technology in addressing the challenges of the informal retailers who are on our platform.

‘‘With our delivery services, retailers save time, energy, and resources that they would have otherwise expended in restocking,” added Opaleye.

A retailer, Oluwagbemileke Abosede said in her two decades of doing business, her journey with Alerzo has been more rewarding.

She shared: “I purchase from Alerzo and they deliver free of charge. I was given the Alerzopay PoS machine for payment, some customers won’t buy from you if you don’t have PoS. Since I started using the PoS terminal my sales have increased.

“People are embracing the cashless policy even when a customer comes in to buy things for N500 or N1000 they ask if I have PoS to make their transactions. They prefer to pay using their ATM cards and I conduct the transactions using Alerzopay PoS terminal. The charges are okay and the transactions reflect immediately.

“Even if a customer attempts to make a deposit using the PoS terminal and it was declined the money would promptly be reversed as the Alerzo pay terminal is working very fine.”

Another retailer, Umar Shuaib aged 26, narrated the impact Alerzo is making on his family’s retail business, as there is plan to expand.

“Alerzo in Kano has helped us immensely because they deliver to our doorsteps  for free any product we order. We thank God Alerzo is here and we are enjoying how Alerzo operates,” he stated.

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Alerzo, a business to business ecommerce firm which commenced operations less than three years ago is truly making impacts especially in this regard as it directly employs more than 3,000 youths in its operational chain.

With its presence in different parts of the country including rural areas, the tech firm which allows local retailers to improve their businesses and become profitable and thus encourages them to hire more staff to support their production and/or distribution activities, assured of its continuous impacts on local businesses and support of government’s job creation efforts by employing young talented youths.

In Kano for example where it also operates, the company is helping many youths including retailers, as they have testified of the emergence of Alerzo bringing  them good tidings.

Notably, Kano state is one of the 36 states of Nigeria, located in the northern region of the country.

In 2016, the National Bureau of Statistics reconfirmed Kano as the largest state in Nigeria by population. Nearly half of the population are between the ages of 15 and 54 years. 

With its diverse economy and having established itself  as a center for industry, agriculture, and islamic banking, Kano is the second-largest industrial centre after Lagos state and the largest in Northern Nigeria.

Despite its industrial ranking the state’s unemployment rate was at 31.2 percent as of Q4 2020, according to statistics. Through its N-Power programme, the Federal Government was reported to have employed over 16,000 youths in the state in the first quarter of 2022. 

A youth in the state, Nura Muhammad who is part of Alerzo business development team, did say: “We thank God that the arrival of Alerzo in Kano has brought many opportunities. In addition to the joyful expressions of the customers, the young people of Kano are benefitting from the presence of Alerzo as a result of the employment opportunities it has created.

“Several Kano youths are now working because of Alerzo. We are happy that Alerzo has come, everyone here is happy; not only the customers, even the retailers and wholesalers. The youths of Kano are entirely happy with Alerzo; it is our hope that the company will continue to thrive.”

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The six-day event which was held from July 25 to 30 in Victoria-Island, is the sixth edition and witnessed over 3000 attendees and 100 speakers.

One of the sessions on day four, which centred on ‘Future of Consumers and Consumers Trade (Payment, Retail and Trade)’ had Alerzo Group Founder/Group CEO, Adewale Opaleye; Paystack Startup Programs Lead, Nubi Kay; Klump CEO, Celestine Omin; TeamApt Business Lead, Temitayo Ajao and CEO of BUMPA, Kelvin Umechukwu as panel discussants.

Opaleye noted that the theme of the discussion was very important to talk about as there was a need to encourage retailers to move away from the old way of doing things to embracing technology.

He, alongside the panelists highlighted a number of gaps in the retail sector, which the imploring of technology, collaboration of different tech Startup founders and harnessing of their areas of expertise could help solve.

“At the end of the day we all need partners. We need to come together to achieve great things, we need to consolidate on what each of us has done really well and bring fantastic solutions,” Opaleye pointed out.

The CEO of Alerzo stressed how it is necessary for retailers not to shy away from technology, while narrating Alerzo’s strides in solving the problems in the retail sector, as it owns over 400 vehicles which it uses in delivering fast moving goods (FCMG) to customers.

Also, how it has geo mapped areas of coverage and helped develop softwares to provide banking solutions to customers.

“Retailers need to move away from the old ways of doing business to embracing technology…To provide a solution to the problem of logistics we ended up doing something unthinkable by buying a fleet of vehicles and owning our warehouses.

“We also developed our software. We do deliveries within four hours of order because we own our entire vehicles. After sometime we noticed that a lot of our retailers go home with cash. So we ended up building bank solutions for our retailers,” stated Opaleye.

On what influenced the logistics aspect of owning a fleet of vehicles and not working with existing logistics firms, Alerzo Group CEO made clear that the tech firm wanted the best for its customers.

He stated: “No one has built efficiency the way we want it so we do delivery in four hours versus other players that do it the next day. That is a very key factor for us and as we scale up the business we are looking for partners hoping to key into our vision to actually offer quick and same day delivery to all our retail partners.”

Speaking on what the future holds, he expressed hope as he buttressed: “There is a very bright future for space. Retailers are waking up to understand that it is high time technology would change most of the problems. This at the end of the day makes the lives of consumers very easy because they would have products when they want them.”

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Adewale Opaleye, Alerzo’s Founder/Chief Executive Officer, said the B2B e-commerce firm was revving up its market presence with an ambitious expansion drive to bring the benefits of digital solutions closer to Nigerians irrespective of their locations, especially micro businesses operating in the underserved rural communities.

“Our strong presence in the South-West and continued expansion to the North-West and Central consolidate our desire to grow in a sustainable manner and continue to serve those that are underserved,’’ he said.

Speaking against the backdrop of the impact of ecommerce on the national economy, Opaleye stated that e-commerce players in the country were offering digital solutions that enabled informal retailers to access a vast assortment of goods and commodities with ease and faster, thereby saving them lot of time, energy and resources, and ultimately bring down their operating cost.

“On our Alerzoshop retail app, we have a vast assortment available to our customers to choose from, and we offer free delivery in all the over 13 cities we’re currently operating in. We change the landscape for the retailers through our one delivery at a time model,’’ he stated.

Opaleye added that, ‘‘for the past two years, we have delivered to informal retailers at no cost. With our delivery services, retailers save time, energy, and resources that they would have otherwise expended in restocking. These benefits have resulted in 85 per cent of our retailers reducing their two to four times a week restock trips to zero.”

He noted that Alerzo was committed to alleviating the peculiar challenges which micro business owners in underserved areas go through.

According to him, some of the challenges include difficulty in accessing goods on time occasioned by dearth of infrastructure such as good road network, long distance to the market and lack of adequate transportation system to move purchased goods to the stores.

There is need for more intervention of B2B ecommerce platforms to reach the underserved, and to further boost the national gross domestic product (GDP) of which the informal retailers are critical.

The informal retail segment makes up the micro, small and medium enterprises (MSMEs) bloc which serves as the engine of economic growth contributing 50 per cent to the GDP and 80 per cent of the country’s total employment.

B2B ecommerce platforms have significantly impacted the manufacturing, distribution and retail value chains by supporting them with tech-driven digital solutions including warehousing and logistics infrastructure, and fulfilment solutions.

B2B ecommerce platforms like Alerzo have their presence in rural areas and are reaching the underserved with access to extensive catalogue of products and logistics.

Through texts, phone calls and logging on to the site where applicable, customers now easily place orders and get the goods delivered swiftly without being charged for delivery.

So, unlike the deprivation of past years which micro business owners in underserved areas faced, most of them today can boast of better and faster access to goods and commodities.

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The influence has become so eroding and enormous, such that digital revolution and digital wave have become buzzwords in today’s business world. Be it large or small enterprises, business owners are left with no choice than to integrate digital technology into their strategy. 

If your business is not in the digital space, you are simply not fit for today’s competitive market dictated by dynamic customers. The market is no longer waiting for customers, as products and services are now tailored to meet the customers where they are located.

This, to a large extent, is why the e-commerce ecosystem is growing exponentially. Technology has successfully established a virtual market where millions of sellers meet consumers. In return, the ease and convenience of the shopping endears the medium to customers. It has thus become imperative for product manufacturers to embrace the digital space if they are to fully exploit their target market.

Covid-19 and the restriction it imposed on global logistics showed manufacturers the effectiveness of the digital space. It is therefore not surprising that the wave of business-to-business e-commerce is sweeping through the informal retail sector and making a notable impact in the Nigerian space, with a number of companies such as Alerzo providing suitable channels. 

The informal retail market had existed for ages amidst loads of challenges, such as lack of investments, disruption and innovation. It is a cash-based market that is largely unregulated and renowned for its unstable market prices. 

The role of several intermediaries also creates complexity across the value chain, the brunt of which is felt mostly by the retailers. Manufacturers, on the other hand, cannot reach retailers in every nook and cranny. Hence, the market has several challenges begging for solutions.

Adewale Opaleye, the CEO of Alerzo Limited, one of the major B2B e-commerce players in the country, said the market holds enormous potential, but the problems need to be addressed with technology to fully open up the sector. As a market aggregator with manufacturers and distributors as partners, the services of Alerzo have far reaching impact and benefits for all stakeholders in the value chain. Their intervention is making the market more effective and robust.

The implication of this on the market is that, with the technical facilities of the likes of Alerzo, and other e-commerce market players, FMCG products have safer, faster and more effective routes to informal retailers who are the primary market targets. Suffice to say that global manufacturers such as Unilever, Procter & Gamble, Nestlé, Reckitt Benckiser, Dangote, Dufil, PZ Cussons and others are able to reach a wider market through digital technology.

E-commerce companies, by their nature of business, are asset-heavy which makes them part of the solutions to the perennial infrastructure problems in the sector.

Market scan showed that the majority of the companies playing in the Nigerian informal retail markets provide warehousing and fulfilment solutions to suppliers. Some e-commerce companies have said they own hundreds of vehicles and warehouses which are open to serve thousands of retailers and suppliers on their platforms.

Coupled with their ability to penetrate rural communities, manufacturers and distributors can also benefit from the increasing investment in logistics by B2B e-commerce firms. These platforms transport the ordered goods from manufacturers’ and distributors’ warehouses to the target retailers, scattered all over the country. In many cases, the service comes at no cost to the manufacturers. 

Though they mostly roll out in regional markets, it has been observed that some e-commerce brands are expanding their reach to other regions of the country. This makes them a veritable vehicle through which some product manufacturers can make in-road into other regions of the country.

The activities of B2B e-commerce companies are complementary, and highly needed in a market that had been hugely underserved for decades. This holds true as both manufacturers and distributors can take advantage of the opportunities B2B e-commerce companies provide.

With both digital and physical routes now open in the informal retail market, this sector of the Nigerian economy is surely one to look out for, as Nigeria strides towards achieving the digital economy projections of 2030.

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No doubt digital technology is redefining manufacturing, distribution and retailing which in turn reflects on our day-to-day living.

There have been and will continue to be shifts in the way several sectors of the economy operate as the rising emergence of B2C and B2B e-Commerce platforms in Nigeria typifies how digital technology is driving the marketplace.

After the Industrial Revolution of the 18th century, Technology Revolution energised by information and communication technology or digital technology, is another big wave that has had an unmatched impact on the world’s social and economic landscape in the 21st century.

At present, e-Commerce is helping manufacturers, distributors and the retail segment of the Nigerian economy to reach their customers faster, deepen market penetration and reach remote locations more easily.

Adewale Opaleye, CEO of Alerzo, a B2B e-Commerce platform, said his company’s mission is to empower the nation’s $100 million worth retail segment through digital products by equipping them to run as profitable and sustainable businesses.

To this end, the role of tech-driven B2B e-Commerce platforms is especially profound in their support for manufacturers, distributors and retailers by enabling efficient Factory-to-Retail distribution for food and consumer goods companies, thereby helping to bridge disruptions in the supply chain.

Manufacturers and business owners no longer have to wait for customers to walk to the shelf or market stall to buy products, as they are daily meeting buyers and prospective users of their goods and services on the digital space, providing them convenience and uptaking positive user experience.

Through working with fintech companies, payment solutions and financial services providers, B2B e-Commerce companies impact on the national economy by deepening financial inclusion and bridging the gap for the unserved and underserved.

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Of the number, 93% are reportedly in emerging and developing countries. Around 86% of employment in Sub-Saharan Africa is in the informal sector, while 80% household retail distribution is said to be delivered via informal retailers. 

Nigeria is reputed to have a huge informal sector that makes up 50% of the country’s Gross Domestic Product (GDP), and accounts for over 90% of employment. The informal retail market value is estimated at US$100bn out of which the food and consumer goods retail segment is worth over $40bn.

B2B e-Commerce firm Alerzo’s CEO, Adewale Opaleye, described the informal sector as a major source of economic growth, productivity and competitiveness. 

Despite the importance of the sector, informal retailers face complex challenges that impede their business growth, financial and income stability and service quality.

The challenges include limited inventory due to high demands, meaning the market is underserved; and limited access to funding which sometimes leads them to stock low-quality products. 

The retail market is also clustered; products are often overpriced because prices are largely unregulated.

Distance to market especially those in hard-to-reach locations; opportunity costs; dangers of travel; inadequate logistics such as transport to move purchased goods also impact informal retailers adversely. The unstructured nature of most retail businesses is another setback.

The challenges faced by consumers at the base of the pyramid also represent another key issue around the retail market.

Often, lack of access to reliable product information, quality products and services, and low purchasing power deny consumers access to everyday essentials such as food, medicine, hygiene and household products.

The fallout of the challenges in the retail market segment is that manufacturers and distributors are often unable to track data on informal retail sales, regulate quality or access BoP customers for research, marketing or the delivery of social mission goals.

As a strategic pivot for national GDP growth, reforming Nigeria’s informal trade is a key to unlocking socio-economic prosperity for the citizens, and improving the lives of the retailers themselves including their families, and the communities in which they operate. 

Hence, initiatives that remove barriers in the Factory-to-Retail distribution chain for consumer goods companies are most welcome.

The role of e-Commerce, in particular tech-driven B2B e-Commerce platforms is pivotal in this regard.

“Our mission is to empower these informal retailers through our ecosystem of digital products, so they are equipped to run profitable and sustainable businesses. We strongly believe that technology has the potential to transform the way informal retailers conduct their businesses, by using it to facilitate – with just a click of a button – fast and easy access to a wide assortment of consumer products at zero delivery cost to the retailers,” Alerzo CEO, Adewale Opaleye said.

B2B e-Commerce platforms are beneficial to manufacturers and tier one distributors as enablers of data gathering and market intelligence.

By utilising an array of digital technologies to gather market intelligence and analyse data, they arm goods producers with vital information on consumer behaviour to further help them in research and product development. Distributors also use such information to scale up operational efficiency.

The use of customer data significantly fosters sales growth and enhances customer relationships. According to Statista, a 2018 survey in the United States showed that 84% of industry-wide leading firms revealed that data analytics helped to bring greater accuracy to their decision-making. That is, data utilisation and related analytics methods were reported to deliver the most value to firms by reducing expenses and creating new avenues for innovation and disruption. 

Data analytics enable manufacturers and distributors to strengthen their business operations. For example, in supply chain management and customer relationship, data analytics can support the personalisation and customisation of sales and customer services to build stronger and more personal relationships with customers.

By deploying data technologies and tools, B2B e-Commerce platforms like Alerzo collect data and market intelligence to identify what customers actually expect from companies and to predict their future demands.

In other words, data analytics help to create business knowledge, that is, information and understanding related to business processes and business environment. It can additionally reveal hidden behavioural patterns.

Furthermore, B2B e-Commerce can provide manufacturers access to real-time data and instant information, creating real-time knowledge of markets, and when properly implemented, can increase sales.

McKinsey research suggests that a healthy data culture, that is, an organisational culture that accelerates the application of data analytics, is becoming increasingly important for leading and lagging companies. Also, the deployment of data helps to provide accurate and timely information within an organisation.

B2B e-Commerce platforms by utilising their digital solutions can make the collection of data more feasible and cost-effective for manufacturers and distributors.

Data analytics as one of the emerging areas in the domain of B2B marketing can even support businesses with access to big data thereby increasing access to quantitative and qualitative information beyond just transaction data such as purchase quantities.

In a nutshell, B2B e-Commerce in so many ways offers solutions that are helping to address the needs in the Factory-to-Retail distribution value chain holistically – at the supply side (manufacturers, top-tier distributors and last-mile retailers), and the consumers (demand) side. 

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