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ABSTRACT
The research presented in this thesis aimed to provide insight into the effectiveness of online shopping using Jumia as a focus. More specifically, it examined how aspects of the content and context of online shopping related to its technological effectiveness in Nigeria. From the literature review, it was observed that the Internet has made online shopping not only a possibility but also a huge success contributing to economies around the globe. These trends show that although online shopping is gaining popularity and growing exponentially across the globe, the growth is not uniform. Lagos state was used as a case study, while recommendations was made thus; Poor service would have more devastating effects on relatively new and unknown retailers because of the negative effects associated with low visibility. To attract consumers, some retailers may resort to low introductory prices. More importantly, low prices do not alleviate the negative impacts of high product uncertainty and low retailer visibility. Therefore, retailers must provide superior service to reduce concerns from consumers about possible losses while trying out goods online. Customers will feel more at ease when they are frequently updated with the product processing/shipping status. This enables consumers to estimate waiting time and plan ahead, thus mitigating the impact of uncertainty etc. Suggestion for further study was also made based on the large population of the country to reach other part respectively.
