The Effect of Mobile Payment Methods on Customer Decisions on Jumia's Shopping Platform in Nigeria

Abstract

This paper analyses how mobile payment technologies affect customer buying behaviour on Jumia, a major e-commerce site in Nigeria. Using a quantitative survey of 150 respondents, the study examines three main areas: (1) whether mobile payment options improve conversion rates, (2) whether they build customer trust, and (3) how infrastructure issues like internet and smartphone access play a role. The results show that customer trust strongly predicts both mobile payment adoption and actual purchases (r = 0.451, p < 0.001), whereas infrastructure challenges have a minimal direct impact (r = 0.018, p = 0.811). Correlation analysis further confirms a moderate, positive link between trust and conversion (r = 0.456, p < 0.01). These findings highlight trust and perceived-security as essential for successful digital transactions. The implication is that, although infrastructure issues remain, improved platform reliability is making them less important. The research offers business management insights for building digital trust and simplifying payment systems as mobile commerce gains ground in Nigeria.