DHL has launched an e-commerce app for global retailers to sell goods to consumer markets in Africa.
The platform, DHL Africa eShop brings over 200 U.S. and U.K. retailers online in 11 African markets: South Africa, Nigeria, Kenya, Mauritius, Ghana, Senegal, Rwanda, Malawi, Botswana, Sierra Leone and Uganda. It will operate using MallforAfrica.com ‘s white label service, Link Commerce while payment methods will include local fintech options.
DHL will leverage its existing delivery structure on the continent to get goods to doorsteps through its express shipping, tracking and courier services and team up with MallforAfrica that already has experience working with a number of big name retailers like Macy’s and Best Buy.
MallforAfrica CEO, Chris Folayan told the press that the MallforAfrica’s Link Commerce service will facilitate local payments, procurement and delivery. “That’s what our service does. It takes care of that whole ecosystem to enable global e-commerce to exist, no matter what country you’re in,” he added.
In a statement, DHL Express CEO for Sub-Saharan Africa, Hennie Heymans explained that the app is intended to fill a commercial void as many U.S. and U.K. retailers do not ship to Africa. He added that the platform provides convenience, speed, and access to connect African consumers with exciting brands. “As the global leader in express logistics, DHL is well positioned to connect African consumers with exciting global brands. This is yet another opportunity for DHL to reaffirm its commitment to supporting the growth of e-commerce in the region”, he explained.
DHL has worked with MallforAfrica as logistics partner since 2015, and in 2018, the two teamed up to launch MarketPlaceAfrica.com—an e-commerce website for select African artisans to sell their goods in any of DHL’s 220 delivery countries.
As more companies/brands continue to look to tap into Africa’s growing consumer markets (McKinsey & Company projects consumer spending on the continent to reach $2.1 trillion by 2025, with African e-commerce accounting for up to 10 percent of retail sales), it would be interesting to see how the solution functions on the continent.