1.1 Introduction
The e-commerce sector has experienced unprecedented growth due to advancements in technology and changes in consumer behavior, with platforms like Jumia emerging as key players in the Nigerian market (Akinmoladun et al., 2022). Established in 2012, Jumia has become one of Africa's largest online shopping destinations, offering a wide range of products from electronics to clothing (Oguntola & Olatokun, 2021). Despite its success, the increasing complexity of e-commerce platforms necessitates a thorough examination of their usability to ensure they meet user expectations and provide a satisfactory shopping experience (Daramola, 2023).
As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are Significance of the study, Scope of work, Research hypothesis and questions, Limitation of the study and Definition of terms.
1.2 Background of Study
Over the years, e-commerce in Nigeria dates back to the early 2000s, with the advent of online shopping platforms aimed at transforming traditional retail practices (Akinmoladun et al., 2022). Jumia, founded in 2012, is one of the most notable success stories in this evolution. Originally launched as an online marketplace for electronics and fashion, Jumia has since expanded its offerings and now provides a wide range of products, including groceries and household items (Oguntola & Olatokun, 2021).
In the early stages of Jumia’s development, usability was a secondary concern as the primary focus was on scaling operations and building a user base (Daramola, 2023). However, as the platform matured and competition increased, the importance of usability became more apparent. Usability analysis emerged as a critical factor in improving user satisfaction and operational efficiency. Nielsen’s usability principles, established in the 1990s, laid the groundwork for evaluating e-commerce platforms (Nielsen, 1994). These principles have since been adapted to assess modern e-commerce applications like Jumia, which now faces the challenge of balancing a vast product range with an intuitive user interface.
The increasing demand for seamless online shopping experiences has driven ongoing research into the usability of e-commerce platforms. Recent studies have focused on specific aspects of usability such as navigation, search functionality, and transaction processes, aiming to enhance the overall user experience on platforms like Jumia (Akinmoladun et al., 2022; Daramola, 2023). This shift highlights the growing recognition that usability is essential not only for attracting users but also for retaining them in a competitive e-commerce environment.
Usability is a crucial factor in the success of e-commerce applications, as it directly influences user satisfaction and retention (Nielsen, 1994). For platforms like Jumia, usability encompasses various elements such as website navigation, search functionality, and ease of completing transactions. A usability analysis of Jumia is essential to identify potential issues and areas for improvement, which can help enhance user experience and competitive advantage (Akinmoladun et al., 2022). Understanding how users interact with e-commerce platforms and addressing any usability challenges can lead to more effective designs and better overall performance of the platform.
E-commerce, or electronic commerce, involves buying and selling goods or services using the internet, and the transfer of money and data to execute these transactions (Laudon & Traver, 2021). The rapid growth of e-commerce has transformed the retail landscape globally, and Nigeria is no exception. Among the leading e-commerce platforms in Nigeria is Jumia, which has established itself as a significant player in the market (Akinmoladun et al., 2022). E-commerce applications like Jumia have revolutionized shopping by providing users with convenience, accessibility, and a wide range of products at their fingertips (Oguntola & Olatokun, 2021). However, as the competition in the e-commerce sector intensifies, the usability of these platforms becomes increasingly critical for retaining users and enhancing their shopping experience (Daramola, 2023).
Therefore, in Nigeria where the research was carried out, the activities that was conducted is to analyze the usability of electronic commerce applications.
1.3 Statement of Problems
Investigation revealed that despite Jumia's significant impact on the Nigerian e-commerce landscape, challenges related to usability persist, affecting user satisfaction and engagement (Daramola, 2023). The complexity of Jumia’s interface and its extensive product range can lead to difficulties in navigation and search functionality, potentially frustrating users and driving them to competitors (Oguntola & Olatokun, 2021). Additionally, issues related to the transaction process, including payment methods and order tracking, may hinder the overall user experience (Akinmoladun et al., 2022). It is against the backdrop that this study seeks to address these problems by analyzing the usability of electronic commerce applications.
1.4 Aim and Objectives of Study
The aim of the study is to analyze the usability of electronic commerce applications using JUMIA as a case study. In achieving this aim, the following specific objectives were laid out as follows:
- To assess the effectiveness of Jumia's user interface in terms of ease of navigation and accessibility.
- To evaluate the functionality of search and filtering options available on Jumia.
- To analyze the efficiency of the transaction process, including payment and order tracking.
- To identify user satisfaction levels regarding the overall usability of Jumia.
- To provide recommendations for improving usability based on identified issues and user feedback.
1.5 Research Questions
The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:
- How effective is Jumia’s user interface in facilitating ease of navigation for users?
- To what extent do Jumia’s search and filtering options meet user needs and expectations?
- How efficient is the transaction process on Jumia, including payment methods and order tracking?
- What is the overall level of user satisfaction with the usability of Jumia’s platform?
- What specific usability issues do users encounter while interacting with Jumia, and how can these be addressed to improve the user experience?
1.6 Research Hypothesis
In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.
Hypothesis One
- H0: There is a negative correlation between the complexity of Jumia’s interface and user engagement, where increased complexity results in lower engagement levels.
- H1: There is a positive correlation between the complexity of Jumia’s interface and user engagement, where increased complexity results in lower engagement levels.
Hypothesis Two
- H0: Jumia’s user interface is not significantly associated with user satisfaction, where a more intuitive interface leads to higher satisfaction levels.
- H1: Jumia’s user interface is significantly associated with user satisfaction, where a more intuitive interface leads to higher satisfaction levels.
1.7 Significance of Study
This study will have several significant implications for different stakeholders:
- For Jumia's management and development team, the study will provide actionable insights that will help refine the platform’s usability, enhancing customer satisfaction and loyalty.
- For customers, the findings will lead to an improved user experience on Jumia, making the platform easier to navigate and more efficient to use, which will positively impact their shopping experience.
- For competitors in the e-commerce industry, the study will set a benchmark for usability standards, encouraging them to enhance their platforms to remain competitive.
- For researchers and academics, the study will contribute to the existing literature on e-commerce usability, particularly in the context of developing countries, and will serve as a foundation for future studies.
- For policymakers and regulatory bodies, the study will offer insights into the usability challenges faced by e-commerce platforms, which will aid in the development of guidelines and policies to improve online consumer protection and satisfaction.
1.8 Scope of Study
The scope of the research is focused on the Usability Analysis of E-commerce Applications using JUMIA as a case study.
1.9 Limitations of the Study
The limitations of this study were significant and influenced various aspects of the research process.
- First, the study was constrained by insufficient data, which limited the depth of analysis and the ability to draw more generalized conclusions about the usability of Jumia's platform.
- Frequent power failures during the data collection phase disrupted the process, leading to delays and inconsistencies in the responses received.
- Furthermore, there was a delay from respondents, which affected the timeline of the study and reduced the overall sample size, potentially impacting the representativeness of the findings.
- Financial constraints were another limitation, as they restricted the scope of the study, preventing the use of more advanced tools and methodologies that could have provided deeper insights.
- Finally, time constraints were a significant challenge, limiting the extent of the research and the ability to conduct a more comprehensive analysis.
1.10 Definition of Terms
Usability: Usability refers to the ease with which users can navigate and interact with an application or website. It encompasses factors such as user interface design, accessibility, and the efficiency of task completion (Nielsen, 2012).
E-commerce: E-commerce, or electronic commerce, involves buying and selling goods or services using the internet, and the transfer of money and data to execute these transactions (Laudon & Traver, 2021).
User Interface (UI): User Interface refers to the point of interaction between the user and a digital device or application, including elements such as buttons, icons, and navigation menus that facilitate user interaction (Cooper, Reimann, & Cronin, 2014).
User Experience (UX): User Experience encompasses all aspects of a user’s interaction with a product, system, or service, focusing on the user’s perception of ease, efficiency, and satisfaction (Garrett, 2010).
Jumia: Jumia is a leading e-commerce platform in Nigeria that offers a wide range of products, including electronics, fashion, and household items, allowing customers to purchase goods online and have them delivered to their doorstep (Jumia, 2024).
