Nigeria is one of the leading eCommerce and online shopping markets in Africa and even ranked 35th largest market for eCommerce with a revenue of US$5 billion in 2020. But eCommerce businesses are notoriously difficult to run profitably. Therefore, it is crucial to leverage all available tools to boost revenue and earn profits. Unstructured Supplementary Service Data (USSD) is one such tool that can help eCommerce businesses.

In most cases, USSD involves a query from a mobile phone user, such as a request for the balance of a bank account. When a user sends a request, the USSD gateway routes it to the provider’s USSD application, responding to the request. 

USSD is currently the best communication technology for delivering mobile financial services to low-income customers, and most Nigerians fall in this category, living on less than minimum wage. 

Smartphone applications still exclude the vast majority of the poor because they connect users with providers over the internet. However, USSD does not require users to have an internet connection. It reduces the complexity of mobile banking applications, allowing for smooth and straightforward online transactions.

Here are some ways USSD can boost income for e-commerce stores, helping them reach more low-income consumers.

• Marketing polls 

USSD ensure mobile marketing, which e-commerce stores can benefit from. For example, they can send simple marketing surveys to customers to respond to right away, allowing them to get customer feedback in real-time. Live feedback gives these e-commerce stores a competitive advantage in the marketplace and allows for more personal interactions with customers. And, as a result, stores can learn what their customers think about their services and satisfaction, improving where necessary.

• Integrated online payment 

Online payment through USSD can be incorporated into the websites of e-commerce stores. USSD payment is an excellent option for eCommerce stores as well as their customers. Customers can complete their transactions offline with a USSD code. In the long run, having multiple payment options strengthens the customer’s perception of the business because of the superior user experience.

• Airtime bonus and coupons

Stores can also use USSD to increase interactions with customers and offer them bonuses and coupons. For example, customers could be directed to use a USSD to receive a specific reward such as airtime or shopping coupons. 

• Easy Customization 

Depending on your business need, USSD can easily be tailored to achieve your goals. The channel allows businesses to reach a broad customer base thanks to the widespread use of basic mobile phones, and the use case is only limited by creativity.

Using platforms and APIs for USSD, SMS, and Voice, HollaTags helps businesses engage with all types of customers on mobile phones.