Pourquoi l'e-commerce est PLUS facile en Afrique qu'en Europe

Modou, a 27-year-old Senegalese living in Morocco, shares his inspiring journey into e-commerce. Previously a restaurateur in Senegal, he moved to Morocco in 2019 due to the pandemic. Facing similar closures, he found work in call centers, where he discovered a passion for sales and commerce. Despite earning around €400-€500 per month, the job lacked stability. Before e-commerce, Modou invested in a delivery business in Senegal. He purchased motorcycles and entrusted them to acquaintances, expecting daily remittances. However, this venture failed due to dishonesty and damage to the motorcycles, resulting in a significant loss. This experience taught him the importance of managing a business himself. He reflects that trust issues and short-term thinking among some individuals in Africa can hinder business growth, especially when one is not physically present to oversee operations. After this setback, Modou focused on himself and continued working. He explored trading but found it too complex due to his struggles with numbers. He then discovered e-commerce through online videos, including those of the podcast host. Modou was particularly inspired by the host's background in restoration and his clear teaching style. He initially attempted to build a store using free resources, creating a basic online shop for a plush toy targeting the French market. However, he encountered difficulties with Facebook advertising and felt his store lacked polish. Recognizing the need for more in-depth knowledge, Modou returned to Senegal to concentrate and enrolled in the host's e-commerce coaching program. He found the initial mindset training crucial for motivation. He clarifies that he initially used a shorter, free training program, contrasting it with the more extensive 100-hour program now offered. Regarding his initial plush toy venture, Modou spent about a hundred euros on ads without any sales. He didn't believe the videos were a scam but felt he was missing key details and lacked confidence in his own store's presentation. Discovering the coaching program, he saw it as an opportunity to gain the missing expertise. Modou chose e-commerce over trading because his experience in remote sales made it a more natural fit. He found the idea of selling products appealing. Currently, Modou is experiencing significant success. He started with around 400,000 CFA francs (approximately €500) per day. His record is €10,000 in 30 days, a revenue he previously achieved in 2-4 months. He recently had a day generating €2,000. His successful boutique focuses on beauty products for women, a niche he identified by analyzing the market, particularly in Africa where beauty products are popular. He selected a product that is not easily found in local stores, creating a demand driven by online advertising. The product addresses a problem and has a "wow" factor, appealing to women who prioritize self-care. Modou admits he wasn't profitable from day one. Initially, he was breaking even, making about five sales per week (around €100 per day). With the help of coaching and live sessions, he refined his offers, bundles, and creatives. The key to his breakthrough was focusing on User-Generated Content (UGC) and leveraging influencers. He initially used mixed video styles but shifted to UGC, which significantly boosted his sales. He sourced UGC by collaborating with friends and acquaintances, providing them with the product and asking for videos. Influencer marketing proved to be a major catalyst. Unlike in Europe where influencer marketing can be oversaturated and less effective, in Africa, it remains highly impactful. Modou strategically partnered with influencers whose audience matched his target demographic. For beauty products, he targeted singers or makeup artists rather than dancers or those focused on body display, ensuring his ads reached women. He contacts influencers via email or direct message, and some even offer collaborations in exchange for content creation for their pages, especially those with a smaller following. For influencers with 10,000+ followers, he typically pays €30-€50. He also incentivizes successful collaborations by offering bonuses and asking for referrals to other influencers. His €2,000 day was achieved through a one-hour live session with an influencer who tested the product. This led to a surge in orders, resulting in a stockout. Modou emphasizes that financial freedom is achievable in Africa with motivation and dedication. He believes many Africans idealize moving to Europe for success, overlooking opportunities at home. He attributes the lack of success for some to a fear of taking risks and a preference for short-term gains over long-term investment. Modou's business is registered as an LLC, which took about 2-3 months to set up due to administrative delays, though it can typically be done faster with the right contacts. The cost for the LLC was around €152. For payment processing in Africa, he relies on cash-on-delivery, which is currently the most effective method. He doesn't use platforms like Stripe or PayPal but could if he chose to, as his LLC enables it. He partners with delivery companies that handle customer calls and cash collection. These companies charge a fee of €4-€5 per delivery. If a delivery fails, they don't charge. Deliveries within the capital are typically completed within 24 hours, and he's working to achieve this speed for areas outside the capital by pre-stocking inventory. Modou's profit margin on his high-ticket items is substantial, with an estimated profit of €1,700 on a €2,000 revenue day. He plans to reinvest this profit into his business and potentially expand to the Moroccan market. His initial hesitation before joining the coaching program stemmed from his prior unsuccessful experience with free resources. However, he recognized that his own execution was flawed and that he needed more in-depth guidance. He was inspired by the host's story and believed success was possible for him. He notes that e-commerce in Africa is currently less competitive than in Europe, making it easier to succeed despite initial challenges. Modou's primary objective when joining the coaching program was simply to make his first sale. Once he achieved that, he knew success was attainable and it motivated him through the break-even phase. He highlights the importance of mindset, risk-taking, and focusing on a single business. He highly recommends the coaching program, particularly for individuals in Africa who are motivated, driven, and seeking to escape difficult financial situations. He emphasizes the program's value in mindset training, the supportive community, and the availability of coaches for guidance. Practically, the program's assistance with store creation, advertising, and product selection was invaluable. He specifically mentions the importance of understanding advertising metrics like CTR and CPC, which are often overlooked but crucial for optimizing campaigns. Modou advises aspiring entrepreneurs, especially in Africa, to get properly trained before launching their businesses. He reiterates that success requires motivation, a willingness to take risks, and a focused approach. He believes that while Europe might seem more advanced, Africa presents a less competitive e-commerce landscape, making it an opportune market. He plans to expand into the broader Francophone market, including Morocco, as a new challenge. He stresses that e-commerce in Africa is not a punishment but an opportunity, and financial success is achievable through dedication and action. He encourages people to view their situations positively and draw inspiration from those who have overcome adversity. For those interested in the coaching program, a registration form is available, requiring details about budget and current situation to book a call with the host or his associate. A budget is necessary to join the program.