Beyond Cloning Websites
Most times, there are things great American companies do that few can match in Africa. And that is the reason why they succeed because they deliver great services to their customers. One of these special services is the Amazon Prime Wardrobe.
Prime Wardrobe lets customers try on clothes [at home, Amazon is an e-tailer] before they buy them, and can return them for free, if they do not like the clothes. This service is available to Prime members at no extra charge and gives customers one week to decide whether they want to keep what they ordered.
Imagine if any of the major ecommerce companies in Nigeria could offer such a service. That will reduce the inertia to spend money as people will know that if they do not like the product, they can return it. However, it would be a very hard program to execute in our trust-challenged society, as tracking people or punishing them for not returning items would be nearly impossible.
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You give Western companies the trust-advantage: a key reason no one can copy Amazon effectively because our ecosystem makes such services unmanageable. And the very reason why we need to engineer a model of ecommerce that can work for us since the trust factor is severely lacking, digitally.
