相比中國(guó)和許多其他國(guó)家，非洲的電商平臺(tái)起步晚，發(fā)展落后。然而，新冠肺炎疫情給非洲網(wǎng)購(gòu)市場(chǎng)帶來了一個(gè)轉(zhuǎn)折性的契機(jī)。

Covid-19 has brought untold hardship to Africa, but lockdowns are also driving a move to online shopping in a continent where it has been slow to take off.
新冠肺炎疫情給非洲帶去了數(shù)不清的苦難，但是封鎖也推動(dòng)了起步較晚的網(wǎng)購(gòu)在非洲大陸上的發(fā)展。

untold [??n?to?ld]: adj. 數(shù)不清的；無限的

The whole of Africa had only around 21 million online shoppers in 2017 — about the same number as Spain. That's less than 2% of the world's total, according to the latest UN data.
根據(jù)聯(lián)合國(guó)最新的數(shù)據(jù)，2017年整個(gè)非洲只有大約2100萬網(wǎng)購(gòu)者，相當(dāng)于西班牙的網(wǎng)購(gòu)人數(shù)，還不到世界網(wǎng)購(gòu)總?cè)藬?shù)的2%。

Covid-19 had infected more than 260,000 people in Africa, as of June 18, and lockdown restrictions have forced many open-air markets and retailers to shut, with consumers being told to stay at home. In response, digital entrepreneurs across the continent have launched new services for ordering and delivering supplies.
截至6月18日，新冠病毒已經(jīng)感染了非洲超26萬人，封鎖限制措施迫使很多露天市場(chǎng)和零售店關(guān)門，消費(fèi)者被告知待在家里。對(duì)此非洲各地的電商推出了訂購(gòu)和送貨的新服務(wù)。

"E-commerce has been a turnkey solution," Torbj?rn Fredriksson, head of e-commerce and digital economy at the UN Conference on Trade and Development (UNCTAD), tells CNN Business. It has enabled "supply chains to continue to function and to get food from farms to tables," he adds.
聯(lián)合國(guó)貿(mào)易與發(fā)展會(huì)議電子商務(wù)和數(shù)字經(jīng)濟(jì)處處長(zhǎng)托本·弗萊德瑞克遜告訴美國(guó)有線電視新聞網(wǎng)商業(yè)頻道說：“電子商務(wù)是解決問題的一把鑰匙?！彼a(bǔ)充道，電子商務(wù)讓“供應(yīng)鏈繼續(xù)運(yùn)轉(zhuǎn)，把食物從農(nóng)民那里運(yùn)送到餐桌上?！?/p>

網(wǎng)店的興起

Farmcrowdy began life in 2016 as a digital platform providing small farmers across Nigeria with access to finance and support. But in April, it launched Farmcrowdy Foods, an online store where people can buy fresh food from farmers.
數(shù)字化平臺(tái)Farmcrowdy于2016年創(chuàng)立，向尼日利亞各地的小農(nóng)戶提供資金和支持。但是在今年四月，該平臺(tái)推出了網(wǎng)店Farmcrowdy Foods，人們可以通過這家網(wǎng)店從農(nóng)民那里買到新鮮食物。

Kenneth Obiajulu, the company's managing director, told CNN Business that it started developing the marketplace model in 2019, but decided to fast track the launch as Nigeria's lockdown made it difficult for farmers to sell produce.
該公司的總經(jīng)理肯尼斯·歐比亞由路告訴美國(guó)有線電視新聞網(wǎng)商業(yè)頻道稱，該公司從2019年開始開發(fā)市場(chǎng)模式，但是在尼日利亞的封鎖措施使得農(nóng)民難以賣掉農(nóng)產(chǎn)品后決定快速推進(jìn)這一模式。

Through the food platform, Farmcrowdy collects produce from its network of more than 25,000 farmers situated in the rural north of the country, before transporting it to storage facilities in the south, near Lagos, where there is most demand.
通過他們的食品平臺(tái)，F(xiàn)armcrowdy從尼日利亞北部鄉(xiāng)村的2.5萬多名農(nóng)民那里收購(gòu)農(nóng)產(chǎn)品，然后將其運(yùn)送到需求量最大的拉各斯附近的南部地區(qū)倉庫。

"We list all the produce that we have sourced directly from the farmers. Then individuals can order it and get it delivered to their homes," says Obiajulu. Since launching, during what it describes as a pilot phase with limited marketing, it has received more than 2,000 orders via its hotline, WhatsApp and mobile app.
歐比亞由路說：“我們?cè)谄脚_(tái)上列出了所有直接從農(nóng)民那里收購(gòu)的農(nóng)產(chǎn)品。然后個(gè)體消費(fèi)者就可以訂購(gòu)，讓我們送貨上門?！弊詮耐瞥鲈撈脚_(tái)以來，在所謂的有限營(yíng)銷的試運(yùn)行階段，已經(jīng)通過熱線電話、WhatsApp應(yīng)用和其他手機(jī)應(yīng)用接收到了2000多張訂單。

Nigerian startup Flutterwave, which began as a digital payments company, also launched an online marketplace in April, where businesses can set up a storefront on the platform and list and sell their goods. The service is now available in 15 African countries.
尼日利亞的初創(chuàng)企業(yè)Flutterwave在創(chuàng)立初期是一家電子支付公司，在今年四月也推出了網(wǎng)上商城，企業(yè)可以在該平臺(tái)上建立網(wǎng)店，展示并銷售自己的商品。目前該服務(wù)面向15個(gè)非洲國(guó)家開放。

Olugbenga Agboola, the company's founder, told CNN Business in May that the online store was created as a lifeline for small companies that have been closed during lockdowns, and that more than 1,000 businesses had signed up to sell products.
該公司的創(chuàng)始人歐路格本噶·阿哥布拉五月份告訴美國(guó)有線電視新聞網(wǎng)商業(yè)頻道說，網(wǎng)店是許多在封鎖期間關(guān)門的小公司的一條生命線，目前已有超1000家企業(yè)在該平臺(tái)注冊(cè)了網(wǎng)店銷售產(chǎn)品。

Jumia, one of the continent's largest e-commerce operators, reported a four-fold increase in sales of groceries in the second-half of March, compared with the same period last year — although its food delivery service was impacted by restaurants shutting down.
非洲大陸最大的電子商務(wù)運(yùn)營(yíng)商之一Jumia報(bào)告稱三月下半月的百貨銷量同比增長(zhǎng)了四倍——不過其送餐服務(wù)受到了餐廳關(guān)門的影響。

消費(fèi)習(xí)慣的改變

Starting from a low base, e-commerce in Africa was on the rise before the pandemic. According to UNCTAD, the number of online shoppers on the continent has grown by 21% annually since 2014, higher than the world's average growth rate of 12%. The launch of new platforms in response to Covid-19 has accelerated this growth, says Fredriksson.
盡管起步較低，但非洲的電子商務(wù)在疫情暴發(fā)前就呈上升的發(fā)展趨勢(shì)。根據(jù)聯(lián)合國(guó)貿(mào)易與發(fā)展會(huì)議的數(shù)據(jù)，自2014年以來，非洲大陸網(wǎng)購(gòu)人數(shù)每年平均增長(zhǎng)21%，高于世界平均增長(zhǎng)率12%。弗萊德瑞克遜表示，因疫情而興起的新平臺(tái)加速了網(wǎng)購(gòu)的增長(zhǎng)。

A recent study from market research firm Nielsen found that around 30% of online consumers in Nigeria, South Africa and Kenya shopped more online during the lockdown period.
市場(chǎng)調(diào)研公司尼爾森的一項(xiàng)新研究發(fā)現(xiàn)，尼日利亞、南非和肯尼亞約有30%的網(wǎng)購(gòu)消費(fèi)者在封鎖期間消費(fèi)量增加了。

But Fredriksson warns that it won't all be plain sailing. "The shift to online platforms and services is far from automatic in Africa," he says, adding that many countries lag in terms of broadband access, transport and infrastructure.
但是弗萊德瑞克遜警告稱，網(wǎng)購(gòu)的發(fā)展不會(huì)一帆風(fēng)順。他說：“向網(wǎng)上平臺(tái)和服務(wù)的轉(zhuǎn)變不會(huì)在非洲自動(dòng)完成?！彼a(bǔ)充道，許多非洲國(guó)家在寬帶覆蓋率、交通和基礎(chǔ)設(shè)施方面都很落后。

The biggest hurdle is gaining consumer trust, says Obiajulu. But the pandemic could be the turning point.
歐比亞由路說，最大的障礙就是獲取消費(fèi)者的信任。但是大流行病可能是轉(zhuǎn)折點(diǎn)。

"Individuals won't be buying the same way as they used to before," he says. "People are becoming comfortable with the fact that they don't need to step into the market to get what they need to eat. We are positioning ourselves for that new normal."
“個(gè)體消費(fèi)者不會(huì)再像過去那樣購(gòu)物，”他說，“人們正逐漸接受一個(gè)事實(shí)：他們無需走進(jìn)市場(chǎng)也能獲得他們需要的食物。我們正在適應(yīng)這個(gè)新常態(tài)?！?/p>

英文來源：美國(guó)有線電視新聞網(wǎng)

翻譯&編輯：丹妮