Overview

Name: Konga Online Shopping Limited (commonly called Konga or Konga.com)

Founded: July 2012

Founder: Sim Shagaya

Headquarters: Gbagada, Lagos State, Nigeria

Industry: Multi-category e-commerce, online retail & marketplace

History & Evolution
Period Key Developments
2012 Launched in Lagos with a small inventory (Baby, Beauty, Personal Care).
Late 2012 – 2013 Expanded nationwide across Nigeria and broadened product categories.
2013 Secured Series A and B funding from major global investors.
2014 Introduced the “marketplace” model allowing third-party sellers.
2015 Rolled out KongaPay (e-wallet / payment system).
2017 Faced financial strain, reduced staff, and scaled back “Pay on Delivery.”
2018 Acquired by Zinox Group and merged with Yudala.
Post-2018 Shifted to an omnichannel model combining online + offline, strengthened logistics and payments.
2025 Celebrated its 13th anniversary, reaffirming its place in Nigerian e-commerce.
Business Model & Services
Product & Marketplace

Hybrid model: sells directly (first-party retail) and allows third-party sellers.

Sellers can manage their own inventory and shipping using Konga’s courier partnerships.

Payment & Fintech

KongaPay: An integrated e-wallet/payment service that builds trust in digital transactions.

Logistics & Delivery

Konga Express: In-house logistics arm for fulfillment and last-mile delivery.

Warehousing and infrastructure investments reduce delivery times.

Other Ventures

Omnichannel retail with physical stores.

Health, travel, and farmer-to-market initiatives.

Exclusive distribution rights for certain international brands.

Leadership & Ownership

Parent Company: Zinox Group (acquired in 2018, merged with Yudala).

Chairman: Leo Stan Ekeh (Zinox founder).

Group CEO: Prince Nnamdi Ekeh.

Strengths & Competitive Position
Strengths

Early-mover brand recognition.

Integrated ecosystem of online + offline services.

Strong logistics network through Konga Express.

KongaPay addresses payment trust issues.

Wide product categories, serving as a one-stop shop.

Challenges

Logistics infrastructure difficulties in Nigeria.

Competition, especially from Jumia and niche retailers.

Economic volatility (currency, inflation, policy).

Fraud and trust issues in e-commerce.

Profitability pressures typical of large e-commerce players.

Limited internet access and adoption in rural areas.

Recent Developments & Outlook

Marked 13 years in business in 2025.

Reports claim about 85% of orders are successfully fulfilled to the last mile.

Exploring rural expansion, especially connecting farmers to broader markets.

Focused on customer-centric innovations and ecosystem building.