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In Nigeria, Rising Dreams of Web Commerce

Wall Street Journal Original article ›

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Sim Shagaya and his online internet sales business DealDey in Lagos, Nigeria. He started with cupcake sales, a status symbol in Lagos. Because of online fraud most people in Lagos will not give out their credit card numbers. Dey gets around this by having motorcyclist riders deliver the goods and collect payment in cash. He has a 10,000 square foot warehouse near the Lagos airport, where motorcyclist delivery personnel take off for deliveries all over Lagos, with stalled traffic and delivery instructions like turning left where a lady sits with her plantains. He is planning a site that will be modeled on Amazon. Germay's Rocket Internet also plans to launch soon in Lagos, after opening in India, China and Brazil. Shagaya left Google S. Africa to start the business in 2005, initially starting a site based on the Groupon type business of selling vouchers. Items that sell well and are not returned are books, movies and videogames. Shagaya hopes to increase customers from the current 150,000 to 1 million for a Lagos population of 15 million, of which 5 millon are online on phones and computers.

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