SCALING AFRICAN E-COMMERCE: A DUAL-PLATFORM STRATEGY LEVERAGING SEO, TRUST ENGINEERING, AND MARKETPLACE SYNERGY – THE FIRSTWAY BOOKSHOP AND KONGA CASE STUDY.
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Abstract
This paper looks at how Firstway Bookshop boosted yearly sales. It used SEO to build customer trust and move them across different platforms. Firstway linked its operations to Nigeria’s biggest marketplace, Konga, and its own site, firstwaybookshop.com. This led to big growth in website traffic and customer loyalty over five years. Key innovations include localized SEO targeting African literary niches, implementing gift-inclusive deliveries to foster loyalty, and deploying dynamic pricing algorithms designed to redirect customers between platforms strategically. The study offers a clear framework for SMEs in emerging markets. It helps them balance using significant marketplaces and growing their brand. They also need to build direct relationships with customers.