Previously, issues such as limited internet and bank access and informal home addresses made digital selling challenging for Ghanaian companies. However, advancement in these areas has allowed online businesses to grow, creating jobs in Ghana. Many college graduates in Ghana have started digital companies selling a wide range of products, including bags, footwear, clothes, grocery items, electronic goods and advanced cellular devices, among others. Some start companies also offer services such as repairing, cosmetics, interior decorating and photoshoots digitally. The growth of such companies has enabled them to offer many different types of employment to a greater population in Ghana.

Job Creation

From consumer services to promotions, financing to administrative tasks, retail managing to image consulting, online selling has many job opportunities to offer in Ghana, which had a 4.5% employment rate in 2020. For example, while the digital firm Jumia employs only around 500 people directly in online work, it employs more than 10,000 people indirectly. Online work does not always require people to have advanced technological abilities, only a willingness to learn. Online businesses also create associated non-online jobs.

For example, when people purchase meals and other items digitally, they require delivery. Nowadays, many companies offer delivery by motorcycle or van, creating many delivery jobs. Online businesses in Ghana also provide new jobs through collection posts, which have become more popular during the pandemic. These posts provide a safe and convenient way for customers to collect their goods while minimizing their risk of exposure to COVID-19. Collection posts hire post managers, shipment organizers and receptionists. In addition, some companies, such as Jumia, have encouraged digital businesses to expand by allowing people to collect their online purchases in-store.

Working from Home and New Digitial Stores

Many online businesses offer home-based and other off-site positions. Working from home not only enhances employees’ welfare and decreases stress, but it also helps reduce pollution as fewer people have to travel to work. Virtual connections allow people to associate with a worldwide community and conveniently work and buy what they need without having to travel. Additionally, digital companies can more easily provide short-term work such as contract, part-time and freelance work, which also helps to reduce poverty.

Moreover, in May 2018, a digital food store named Homeshoppa Ghana was introduced in Accra, the country’s capital. Homeshoppa Ghana matches its competitors’ prices in order to provide easily accessible, low-cost, standard groceries to every citizen. Access to stores like Homeshoppa Ghana allows people living in poverty to buy essential items at low prices.

Internet Advancements

The introduction of higher internet speeds and advanced cellphones in Ghana has helped prepare the marketplace for online retailers. By the end of 2017, 10.1 million Ghanaians, or 34%, were using the internet. As of January this year, the number of internet users had increased to 15.7 million. As more people begin to use the internet, online businesses are creating more new jobs in Ghana.

– Jannique McDonald
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