TREND

Demand for Pay-as-You-go financing for products to skyrocket in East Africa

This model shows great potential to help more low and middle income earners access products they previously could not afford

In Summary

• Despite an increase in demand for sophisticated products like smartphones and TVs, the majority of consumers are unable to pay for these items upfront.

• With the financing model, consumers who cannot afford to pay for a product upfront can choose to pay a distributor small, affordable instalments over an agreed period.

Angaza Tech
Angaza Tech
Image: courtesy

Demand for Pay-As-You-Go financing for products in the East African Market is set to skyrocket in 2022 as more consumers opt for alternative payment solutions as opposed to cash first payment.

Latest data from Angaza, the leading provider of sales and customer management technology for last mile distributors, shows that despite an increase in demand for sophisticated products like smartphones and TVs, the majority of consumers are unable to pay for these items upfront.

The Angaza Customer Success Director Peter Thuo says the Pay-As-You-Go model shows great potential to help consumers in emerging markets access products they previously could not afford through flexible payment terms.

''We are now seeing a paradigm shift as more middle income earners are seeking this financing model in a bid to access more sophisticated durable products like smartphones, TVs and fridges that they cannot pay for upfront,” he said.

The model also supports distribution businesses in selling any product to reflect their consumers’ unique needs.

With the financing model, consumers who cannot afford to pay for a product upfront can choose to pay a distributor in partial, affordable instalments over an agreed period of time.

These partial payments are either made until the product is paid off and the consumer owns the product or on a continuous basis.

In the case of a metered product, if the consumer fails to make an instalment payment, the product can be configured to automatically shut down until payment is made.

“This ability to make instalment payments on time creates a financial “ladder” for consumers to increase their creditworthiness and access opportunities to finance  products over time.

Smartphones, TVs, laptops, refrigerators, clean cook stoves, and motorbikes are the most sought after products for this model,” he said.

To increase access to these in-demand products, Angaza has expanded beyond Pay-As-You-Go solar products.

The firm has partnered with over 25 manufacturers, including Burn Manufacturing, Samsung, NuovoPay and SureChill, to provide distributors with the opportunity to sell clean cookstoves, smartphones, and other transformative products on the Angaza Hub.

Furthermore, Angaza has partnered with over 60 mobile money providers across 25 countries to make payments for products convenient for consumers and to enable cashless operations for distributors.

''We are very excited about distributors’ strong interest in the Angaza platform to get transformative products like smartphones, electronics, and cook stoves into the hands of millions of consumers around the world,” said Thuo.

He added that the option of mobile money has led to a significant decrease in cash usage over the past few years, enabling consumers to pay at any time, from anywhere while saving distributors the cost of physically collecting payments

Last year the firm received Sh1.3 billion in Series B financing to support efforts to scale customer service and commercial business teams, primarily located in Nairobi, Kenya.