Over the last three years, eCommerce has become a vital part of the African technology ecosystem, and the industry keeps welcoming new online stores.
Primecart is not just another eCommerce store, but a platform that’s putting just one supermarket store online. Primecart’s main mission is allowing Shoprite customers shop online from the comfort of their homes and offices, and have their item delivered in an hour.
The platform is trying to help shoppers eliminate the stress associated with driving through Lagos traffic, pushing around a cart or even joining a long queue on checkout.
Primecarts main competitors are Gloo and Supermart but Shoprite itself might join the list, should the largest FMCG in Africa start selling on its mobile app, which is currently much of coupon app giving users access to available deals and coupons.
“We'll hit $2m in annual revenue if just 1% of the above weekly customers use Primecart.” - Abiola Samuel, Primecart Founder
Given that Shoprite is a popular brand, the startup could achieve its annual revenue target, even without burning much funding on marketing and brand awareness as a conventional eCommerce store would.
Primecart has also partnered Uber in a bid to cover every part of Lagos without the need for heavy investment towards logistics.
One can conclude that it's more advantageous to play in a niche market. And now this is my own opinion, isn't targeting one particular player a limitation to one's market, even when the player is an established and popular brand.