This archive report was first published on 4 July 2021.
On July 4, 2021, Copia Global, a mobile commerce platform, marked its entry into Uganda, a move that is expected to bring high-quality and affordable products to millions of middle-class Ugandans.
The expansion is a testament to the company's success in Kenya, where it serves over one million customers and continues to grow.
Uganda's middle class has experienced significant growth, with a 2016/17 study by the Economic Policy Research Centre revealing that the population doubled from 3.7 million to 8.3 million between 2013 and 2017.
Despite this growth, the country's retail sector remains largely informal, with Copia's mobile commerce providing a convenient access to formal retail shopping for the middle- to low-income population.
According to a 2020 report by the United Nations Development Programme (UNDP), the COVID-19 pandemic led to a 50% decline in physical visits to retail stores and a 36% decline in visits to groceries and pharmacies in Uganda.
While nearly 20 million Ugandans have mobile subscriptions, only 12 million use the internet, leaving a significant gap in the number of people enabled for the digital economy.
“Uganda has one of the fastest growing middle classes in the world with a hard-working population and a dynamic entrepreneurial culture,” said Tracey Turner, Copia Global Founder and Chair.
“Harnessing mobile technologies, a network of local agents and logistics technology, Copia can transform middle class and emerging middle class Africans into empowered global customers,” she added.
Established in 2013, Copia's model leverages a network of digitally-enabled, locally based agents who operate as order and delivery points.
“We are mindful of the challenges facing consumers in remote areas and we aim to be part of the solution to connect them to quality and affordable products,” said Mr Tim Steel, Copia Global CEO.
“Over the last seven years, we have completed more than five million deliveries and served more than one million customers in Kenya and we are eager to expand our success story to the Uganda market,” he added.
