Until a few months ago, not many people in Nigeria had heard of
Rocket Internet. But this may soon change as the company run by Germany's infamous
Samwer brothers has finally made a move, having skirted about the idea of entering into Sub-Saharan Africa for quite a while. They started the incursion into Africa by moving into South Africa with
Zando, which offers the most comprehensive international and local fashion brands for sale online in South Africa. Now they are about to launch
Sabunta, a one-stop shop for all things shoes, fashion and clothing in Nigeria. It is also rumoured that Rocket Internet might be launching another e-commerce site apart from
Sabunta in Nigeria.
The Samwer brothers have been criticized for being "clone" kings, who simply copy existing high-growth web companies, often selling the businesses back to the people who originated the idea.
(See Wired Article - March 2012). No matter the controversy, Marc, Alexander and Oliver Samwer, the three publicity-shy brothers based in Munich and Berlin, are among Europe's most consistently successful digital entrepreneurs. As at April 2012, Rocket's performance has been extraordinary. The company has so far launched around 30 startups, only five of which have failed.
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| The Samwer Brothers |
As at December 2011, an
ecommerce report stated that Nigeria topped the list as the largest Internet country in Africa. This corroborates independent studies undertaken by private firms as per the opportunities existent in the most populous country but not many have actually dared to establish an e-commerce site in the country. But as the take up of other online sites has been promising, a-la
Dealfish,
Dealdey,
Mocality, firms like Rocket Internet are bracing up to take the bull by the horns. They are not deterred by the
recent closure of Kalahari.com.ng, the Naspers e-commerce site. I guess they feel that their recipe is amenable to any environment. Even Sim Shagaya of Emotion Advertising, seems to think this way with his anticipated launch of
Konga.com.
With a population of over 160 million and a growing internet appetite, there is room for many players in the e-commerce business in Nigeria. But I daresay that there is only one room for the person at the top. Who will this be?
Sabunta or
Konga or ??? Who knows
Naspers may come back......Watch this space...
