Bohdan Khomenko, International Business Development Director at global logistics company Meest China, says the rapid expansion of internet access, digital payments, and e-commerce in Nigeria is reshaping the logistics landscape.
In a conversation with Justice Okamgba of the Punch Newspaper, he noted that these digital trends are driving demand for more efficient and technology-driven delivery solutions across Africa.
What are the factors influencing the expansion of logistics firms into Africa, specifically Nigeria?
At Meest China, our goal has always been to deliver reliable and convenient logistics solutions where there’s strong potential for growth in e-commerce. When we explored opportunities in Africa, Nigeria stood out for several key reasons.
First and foremost, Nigeria is one of the most populous countries in Africa, with over 220 million people, many of whom are eager to access quality services, not just in major cities but also in more remote regions.
That creates a massive and growing customer base with increasing demand for international goods and efficient delivery. We saw that internet penetration and e-commerce activity are both on the rise in Nigeria. Alongside countries like South Africa (where we also operate), Nigeria enters the top five countries in internet coverage across Africa.
Online banking is expanding, digital payment habits are becoming more common, and there’s a growing culture around e-commerce. This environment aligns perfectly with the services Meest China offers – not only deliveries from Chinese marketplaces, but also product sourcing, quality checks in China, and even customer lending. Another important factor was the government’s commitment to digitalisation.
We were impressed to see ministries and initiatives focused on integrating digital processes across various sectors. Local businesses are encouraged to invest in digital platforms, and the public is being educated on using card payments, leading to less reliance on cash, reduced corruption, and stronger trust in online transactions.
What are some of the challenges encountered by logistics firms when setting up operations in Africa, and do they overcome them?
As you’ve probably realised, logistics is about much more than just moving packages from point A to point B. It intersects with government regulations, local culture, customer behavior, service expectations, and individual needs. These five key factors shaped the action plan we developed to launch delivery services in Africa.
The first major challenge we encountered was understanding the complex customs import regulations. To navigate this, you almost need to think like a local customs officer. Each country has its own rules, and getting them wrong can cause serious delays or losses.
The second challenge was identifying a reliable local delivery partner. We needed to understand which providers truly deliver quality and consistency, especially when it comes to reaching remote areas.
The third – and perhaps most difficult challenge – is working with customers themselves. One common issue across the African logistics market is the frequent misdeclaration of goods. It’s not unique to us; most logistics companies operating in the region face this same problem.
So how did we address these pain points?
First, we brought a local customs expert onto our team to guide us through country-specific regulations and ensure compliance. Second, we implemented an additional product verification step before shipment to reduce the risk of misdeclared goods. Third, we partnered with a trusted local carrier that offers broad coverage, even in rural or hard-to-reach locations.
When it comes to remote areas, we took a different approach than many in the industry. We noticed that other logistics providers often increase delivery prices for rural regions, but we chose not to follow that model. Instead, we set a flat rate for everyone, regardless of where they live.
Take South Africa as an example. Around 80% of our customers are based in Johannesburg, but the remaining 20 per cent live in smaller towns or remote regions. We didn’t think it was fair to penalize those customers with higher fees simply because of their location, especially when many people don’t have the option to live in a major city. For us, every customer matters, and what initially seemed like a challenge has actually become one of our biggest advantages.
How do you see the African market evolving in terms of e-commerce and logistics?
The evolution of e-commerce and logistics in Africa is closely tied to infrastructure development, and one of the clearest indicators of that progress is the quality of the roads. In recent years, Africa has made significant strides in improving its road networks. Good roads don’t just improve safety for citizens – they directly impact the speed and cost of deliveries, especially to remote areas.
At the same time, connectivity is advancing alongside physical infrastructure. While there are still areas in Nigeria and other countries with limited internet access, governments are making this a priority. Today, over 50 per cent of the population in Nigeria is online. And once people are connected, global e-commerce becomes accessible – anyone with internet access can shop from anywhere in the world and have their order delivered straight to their doorstep.
The growth of internet access is also driving changes in the financial landscape. Digital payments are becoming more secure and widely accepted, and the reliance on cash is slowly decreasing. This shift is helping to build trust in online shopping and expand the customer base for e-commerce.
All of these developments – roads, internet access, digital banking – are laying the foundation for a booming e-commerce and logistics sector. As they continue to improve, we expect to see even more players enter the market over the next five years. That competition will be a win for consumers, driving better service, more choices, and lower costs.
What are your plans for expanding Meest China’s services to other African countries?
Before launching in any new country, we assemble a dedicated team to research and analyse the market in-depth. This team interviews locals, assesses the economic climate, and identifies potential risks and opportunities. On average, this preparation takes 6–8 months and involves 5 to 10 specialists per market. To support this process, we created our own internal R&D department, which plays a key role in helping us make well-informed decisions.
After a year of operating in Nigeria and South Africa, one thing has become clear: Africa is a continent full of untapped potential. We started in Nigeria and then launched in South Africa just two months later to test and validate our strategy in real-world conditions. Even with minimal investment, our early shipments and customer interactions gave us invaluable insights. Listening to our clients – their concerns, needs, and experiences – has allowed us to improve and tailor our service in a meaningful way.
Now, we’re preparing to expand into Kenya and Egypt. When we identify a promising continent, we narrow our focus to five countries with the strongest potential for growth. In Africa, those countries are: South Africa, Nigeria, Kenya, Egypt, and the fifth is still open for discussion. We’d love to hear from your audience – what do you think should be the fifth African country Meest China expands to?
How do you plan to compete with existing logistics companies in the African market?
At Meest China, we bring years of international experience and a deep understanding of what truly builds long-term success: value-added services, customer loyalty, and exceptional service. These are universal qualities that matter in every market, no matter where you are in the world.
In Africa, we’ve made customer support a top priority. Our team is available 24/7 to assist clients with any questions or concerns. We’ve also heavily invested in digitising our services. For example, we’ve developed a user-friendly online account system that allows customers to track their parcels in real time.
When it comes to competition, we believe that more options are better for the customer. Healthy competition pushes every company to improve – whether it’s their pricing, service quality, or innovation. This ultimately benefits the entire market.
We didn’t enter the African market just to compete – we came to offer a genuine alternative. We want people to see how smooth, transparent, and customer-focused cross-border delivery from China can be. And when customers choose us, knowing they have other options – that’s the greatest compliment we can receive.
What partnerships or collaborations do you have in place to facilitate smooth operations in Nigeria or Africa?
At Meest China, we’ve built our operational processes around clarity, efficiency, and adaptability. Our logistics workflow is divided into three key stages: Processing inbound parcels at our warehouse in China, Verifying and dispatching those parcels to the customer’s country, and Managing last-mile delivery within that country.
As a company that operates without owning its own transport infrastructure, reliable carrier partnerships are essential – both for international shipping (first mile) and domestic delivery (last mile). That’s why we carefully choose partners whose values align with ours: transparency, customer focus, and a strong sense of responsibility.
Working with partners isn’t a “set it and forget it” process. It’s a constant collaboration where we track performance, identify gaps, and seek out the best solutions to make deliveries faster, more reliable, and more cost-effective. And if something doesn’t go according to plan, we act fast to correct it. It’s critical to have not just one, but several transport partners in place. That way, if something unexpected happens, we’re always prepared.
Once one of our airline partners unexpectedly pushed a scheduled flight back by three days. Since we’d promised our customers delivery within 12 days, we knew that delay would affect their experience. So we quickly rerouted all parcels through an alternative airline, covering the extra cost ourselves to ensure every delivery arrived on time.
And that’s the point – our customers never knew about the behind-the-scenes challenges. What they did know was that their package arrived on time – maybe a birthday present, a wedding outfit, or something they had been waiting for with excitement. That kind of experience is what matters most.
How does Meest China’s service differ from existing logistics companies in Nigeria?
What truly sets us apart from other logistics companies is that we go far beyond simple delivery. Our goal is to make the entire journey – from selecting a product in China to receiving it at your doorstep in Nigeria or South Africa – as smooth, transparent, and convenient as possible.
We support our customers from the very beginning – helping with product selection, purchase, verification and shipping – all the way to delivery. We even offer services like purchasing on behalf of the client, lending, and in-China product inspections.
What people don’t usually realise is how many hands a single parcel passes through – from warehouse acceptance, inspection, packaging, customs clearance, and transportation, all the way to delivery. On average, about 50 people are involved in successfully moving your parcel from China to your home in Nigeria.
What opportunities exist in Africa’s logistics market?
Among the many opportunities we see in the African market, one stands out in particular – the creation of a large-scale marketplace for Asian goods. Looking ahead over the next 10 years, our vision is to expand delivery services beyond just Chinese marketplaces to also include products from Korea, Japan, and Thailand.
Our goal is to help popularise high-quality Asian goods across Africa and make them easily accessible to local consumers, affordably and quickly. We’ve already launched similar services for Korean and Japanese goods in several European countries, and the response has been incredibly encouraging. There’s a growing interest in these markets, and we see similar potential in Africa.
Are there plans to establish physical offices or warehouses in Nigeria?
Yes, absolutely. We strongly believe that having a local team on the ground is essential for growing and sustaining international business. No matter how experienced we are in logistics, no one understands the Nigerian market better than Nigerians themselves. That local insight is crucial for effective business communication and building trust.
When we first launched operations in China, we had many European team members managing the processes. But over time, we saw the clear advantages of having local staff. Today, our China team is made up of 80 per cent local professionals, and that model has proven highly effective. We’re applying the same approach in every country we enter.
Our vision for Nigeria – and Africa more broadly – is to build a high-tech logistics infrastructure that supports both cross-border and domestic deliveries. This includes opening our own offices, PUDO (Pick-Up, Drop-Off) points, and establishing at least five warehouses in key cities across the country.
As a company that holds itself to high standards, we aim not just to build a successful business, but to contribute meaningfully to African society by creating jobs, fostering entrepreneurship, and offering reliable partnerships to local businesses.
