On Monday, Sam Hart, an SSA
to the Abia State governor,
Okezie Ikpeazu, announced
that MadeInAba.com.ng will go
live on October 1. Many of us
are old enough to remember
when ‘Aba Made’ was used
as an insult, but going by the
reactions to his tweet, all
this is about to change.
It is just as well, too. The
Ariaria market is one of the
largest in West Africa, but
has for long seemed cut off
from certain demographics in
Nigeria. Putting their work
online can broaden their
popularity. Here are a few
things that, if they get right,
can open new markets for
the industrious city.
#Do a few things very
well: There is no point
trying to do everything.
Simply being known as the
go-to place for shoes and
leather work in the country
is enough for a start. If
people know that they can
get great shoes, belts,
leather chairs and similar
products from Aba
significantly cheaper than
they would elsewhere, they
will make that association a
permanent one.
#
Keep your promises: One
reason people shy away
from patronising e-commerce
websites is the gap between
what you see on a website
and what eventually gets to
you. If you promise A and
deliver B, that trust is
broken and goodwill is lost.
Establishing a reputation for
delivering on promises is
priceless.
#Don’t compromise on
customer service: Far too
many businesses in Nigeria
have big ambitions without
the customer service to
match. In a time when word
of mouth passes faster than
ever, a few bad experiences
tweeted by those who
patronise Made In Aba
initially is enough to turn
people off, or at least make
them hesitate before making
a purchase. Attending to and
resolving customer issues in
a prompt manner is all-
important.
#Speed: It shouldn’t take a
week or more for goods to
be delivered like it happens
on other e-commerce sites –
which shall remain unnamed
– with regularity. These
products don’t come from
Planet Mars. One of things
that will make Made In Aba
popular is that it should be
more convenient to order
something from there than to
just enter a car and go get it
yourself. Convenience is
very important.
#Pay attention to
branding: Look and feel of
the website, product photos,
logos, and so on. This is a
world ruled by images. The
more attractive your website
and product photos are; the
more people are likely to
come back. Beauty is also
just more profitable in the
end, full stop.
Coming as it does in an era
of ‘Buy Naija to Grow the
Naira’, Made In Aba has its
foot in the door at least, but
once it goes live, it needs to
deliver. The patriotic fervour
it will excite will not last very
long, if it does not deliver on
its promise. Here is hoping it
does.

o

Great. Waiting on the lunch before I make comment.
But it's a welcome development.