Business & Management
The Role of E-commerce in Commercializing Entrepreneurship Ventures at Mak
E-commerce, the process of buying and selling goods using the internet, is a great facilitator of trade. Owing to the reduced cost of doing business – in most some cases there is no need for a physical shop, increased efficiency – orders and stock are easily tracked, and increased access to geographically distant markets, E-commerce has become a game changer for businesses that have adopted it. Unfortunately, student entrepreneurs at Makerere University have not been keen to make the most of this avenue of doing business.
According to a team of researchers led by Dr. Hellen Namawejje from the Department of
Statistical Methods and Actuarial Science, College of Business and Management Sciences (CoBAMS), less than 10% of the business enterprises exhibited at the 2018 Annual Students’ Entrepreneurship Expo organized by the College were using pure e-commerce. With partial e-commerce, goods and services are sold through internet, but hand-delivered to customers while with pure e-commerce, all the process involved are digital.
The team, with funding from the Makerere University Research and Innovations Fund (Mak-RIF), therefore sought to understand this low uptake through a study titled “Commercializing of Entrepreneurship Ventures using E-Commerce: Evidence from Makerere University, Uganda”. Other members of the research team were; Dr. Proscovia Katumba-Department of Marketing
and Management, CoBAMS, Dr. Patricia Ndugga-Department of Population Studies, CoBAMS, Mr. Augustine Ssekyondwa, Directorate of E-Government Services, National Information Technology Authority-Uganda (NITA-U) and Dr. Isaac Shinyekwa-Economic Policy Research Centre (EPRC).
and Management.
Speaking at the dissemination event held in the CoBAMS Conference Room and virtually on Thursday 17th December, 2020, members of the Mak-RIF Grants Management Committee (GMC) in attendance thanked Government of Uganda for the generous funding that enabled the research team to conduct studies that can help address youth unemployment in Uganda. They equally paid tribute to the Chairperson GMC, Prof. William Bazeyo for his negotiation skills that influenced the Government to allocate the funding.
“With 70% of youth in Uganda currently unemployed, this study will be of great assistance in addressing this pertinent issue,” remarked Dr. John Mutenyo, a GMC Member. “I urge you to disseminate these findings widely so that the youth can know that there are other avenues through which they can get employment” he added.
Dr. Mutenyo reminded the audience that the call for RIF 3 (the third round of Mak-RIF funding) will go out early next year and urged them to prepare good proposals that can attract Government funding especially in research areas that address NDP III (the Third National Development Plan) and the SDGs.
“Entrepreneurship and E-commerce are currently big players in the economy of any country in the world. I believe that these findings are not going to end here but will be taken down to potential users and hopefully help them. This will boost the impact that we ought to see from these research funds” added Dr. Isa Kabenge, another GMC member.
When it comes to understanding business ventures, it is always advisable to hear from an established practitioner. E-commerce ought not to be the exception. Delivering a brief keynote address, Makerere University alumnus and Founder, Xente Tech Limited, Mr. Allan Rwakatungu paid tribute to his alma mater and the research team in particular for taking steps to bring more Ugandans into the digital economy.
Xente is a platform founded in 2016 with a vision to make every person and business join the digital economy. “The opportunities out there are immense, not only for users of the platforms but also for entrepreneurs who are able to harness them” shared Mr. Rwakatungu.
Taking an example of Jumia, he noted that although the company controls less than 3% of the total retail market in Africa, it is worth billions of US dollars. “To show you what that actually means, the percentage covered by Alibaba is about 25%, and when you look at the size of the Chinese market, the opportunities for growth are immense” he added.
According to Wikipedia, the Alibaba Group recorded a net income of US$ 19.82 Billion in 2020 and had over 117,000 employees as at 31st March 2020.
Addressing participants, the Dean School of Business, CoBAMS-Dr. Godfrey Akileng observed that the current disruptions occasioned by the COVID-19 pandemic have provided us all with an opportunity to rethink how we can better manage and do business. “Those who will not embrace international electronic payment systems will struggle as the pandemic continues to sustain itself.”
He added that the mix of entrepreneurship and e-commerce presents students of business with an opportunity to reflect further on the contribution of these areas to development. “Uganda is considered among top ten most enterprising countries in the world but unfortunately, the demise of these business startups is very high. I hope this research will help us illustrate how e-commerce can find a lasting solution in terms of sustainability of these firms.”
Giving an overview of the project, Dr. Prossy Katumba identified absence of delivery infrastructure and secure payment methods as two major barriers to the wider acceptance of E-commerce in Africa. “Several countries lack an organized physical address system, and cash on delivery is the main payment method that online merchants such as Jumia, SafeBoda, Café Javas, Xente among others must deal with.”
She added that the entrepreneurship course offered to all undergraduate students at the Schools of Economics and Business, CoBAMS as well as Masters of Business Administration (MBA) and Masters of Economic Policy and Management students equips them with skills that enable learners to start their own enterprises.
“We have some success stories that have come out of this entrepreneurship course such as Dalausi Juice in Wandegeya, which has become a must-have at high-end parties” shared Dr. Katumba. “This thriving business was birthed out of a simple coursework idea” she added.
Dr. Katumba equally made mention of Andrew Mupuya, who as a result of his course work in entrepreneurship went into the production of recycled paper, “and has as a result won many awards from various international organizations and been featured on CNN – we encourage our students to start small and grow their ideas into a formidable business,” she explained.
Presenting the findings, the Principal Investigator-Dr. Namawejje shared that 796 out of 1,320 students that took part in the 2018 Entrepreneurship Expo were surveyed. 47% of these were female while 53% were male. 77% of participants were below the age of 24 while 23% were aged 24 years and above. In terms of origin, 38% of participants were from the Western region, while 32% were from Central, 16% from Eastern, 8% from Northern and 6% either from other regions or of different nationalities.
Technology is an essential driver of e-commerce uptake. 88% of the 796 respondents used smart phones, while 52% used laptops, 4% used either desktops or tablets and 9% had no device to use. The high percentages recorded in the use of smart phones and laptops could imply that some respondents used more than one device.
Additional drivers of E-commerce uptake reported included; the Annual Students’ Entrepreneurship Expo that enabled budding entrepreneurs to practice what they had learnt in class and a regulatory environment that was conducive to doing business online – there are no restrictions imposed on entrepreneurs who posted their products and services on various platforms. The natural shift of businesses online due to the COVID-19 pandemic was also another driver of e-commerce uptake by both entrepreneurs and customers.
The findings further revealed that entrepreneurs employed three main models of E-commerce; Business to Customer (B2C), Business to Business (B2B) and Business to Government (B2G). At 80%, B2C had the largest share while B2G was understandably at only 1%. “Owing to the capital intensive nature of doing business with Government, we did not expect the B2G model to feature prominently in our findings” explained Dr. Namawejje.
At 95%, the use of Social Media Platforms dominated the channels employed by students to reach their customers. This was followed by Websites at 21%, Email at 18%, Mobile Short Codes (SMS Codes) at 4%, Word of Mouth at 1.8% and Making Calls at 0.8%. Platforms such as Facebook have already taken advantage of this trend by introducing Facebook Shops – enabling businesses to create online stores on Facebook and Instagram free of charge.
Despite the availability of free options for entrepreneurs to easily embrace e-commerce, it became apparent to the research team that some barriers were impeding this. The lack of e-commerce knowledge topped this list with 73% of entrepreneurs citing it. This was followed by the high cost of internet at 67%, Lack of access to gadgets at 54% and Poor Internet connections at 49%. Trust and cyber security issues were cited by 45% of respondents while Conservatism among community members accounted for 20%.
To help boost the commercialization of entrepreneurship ventures using e-commerce, the research team made the following recommendations at policy level;
- Government should provide subsidized or free Internet to Makerere University to enable students easily utilise online platforms for generating and nurturing entrepreneurship ideas and projects.
- Taxes on e-commerce enablers such as Internet and smart phones should be reduced as a way of attracting business enterprises especially the start-ups to take up e-commerce in their operations.
- Government should support building of e-commerce infrastructure at Makerere University since it’s a Government institution.
The dissemination event was moderated by Dr. Anthony Tibaingana from the School of Statistics and Planning, who last week disseminated his findings on “The impact of Skilling the Youth and Women in Household Enterprise Start-Up and Performance in Uganda”.
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AERC and Mak School of Economics discuss shaping Africa’s future in research and development
On Friday 23rd May 2025, a delegation from the African Economic Research Consortium (AERC) visited Makerere University to strengthen partnership with the School of Economics through re-engineering economic research, capacity building, policy formulation and collaboration to impact Africa’s development and transformation.
The Engagement meeting focusing on shaping Africa’s future in research and development brought on board academic and administrative staff from the School of Economics under the College of Business and Management Sciences (CoBAMS) and the AERC delegation comprising: Prof. Victor Murinde-Executive Director, Dr. Charles Owino-Manager of Strategic Partnerships and Resource Mobilisation, Ms Anna Owino-Personal Assistant to the Director and Ms Veronica Nanyanzi from State House-Uganda.
Underscoring the importance of the engagement meeting, Prof. Murinde said, “Following the keen observation of the recent global economic shifts and geopolitical uncertainty, the AERC seeks strategic partnerships with African governments and institutions to chart the roadmap through research and co-production of evidence-based economic solutions.”
Following the theme, Understanding the future of research and training collaboration with AERC, Prof. Murinde explained that the interaction also presents an opportunity to discuss the AERC Strategic Plan (2025-2035) titled, “Re-inventing the AERC for Delivering Africa’s Economic Prosperity, in which AERC is embarking on a comprehensive reform agenda, designed to strengthen research excellence, enhance policy impact and secure long-term institutional sustainability.
Concerned about the visibility and recognition of African researchers, Prof. Murinde reported that AERC will ensure that they are acknowledged with their names included in the publications. On the issue of network membership, EARC is considering the following categories: The distinguished service award, AERC Fellows, AERC Associates, and AERC Affiliates.
- Distinguished service award-Presented to those individuals who started the work in 1988
- AERC Fellows-Researchers who are active in research and capacity building
- AERC Associates-For Mid-Career researchers
- AERC Affiliates-For Masters’ and PhD students
The AERC was established in 1988, when a group of African scholars and Africanists voiced concern over the disconnect between economic research and policy formulation in Africa. According to the Executive Director, the founders of AERC observed that much of the existing economic research was either inapplicable to Africa’s economic challenges or inadequately utilized in local policymaking. Consequently, the group conceptualized a framework for fostering high-quality economic research tailored to Africa’s specific needs.
The collaboration between the AERC and Makerere University through its School of Economics started in 1988, and has led to impactful economic research in Africa, notable publications, increase in the number of faculty with PhDs at the School of Economics as well as mentorship.
Acknowledging Makerere University School of Economics as a key stakeholder in AERC, Prof. Murinde said, “Without your participation over the last 37 years, AERC would not be here.”
The Executive Director described AERC as a network of members and universities focused on providing evidence based research for policy making in Africa. Stating the key achievements, Prof. Murinde said, “A framework has been put in place to conduct research and collaboration, with AERC providing a network to work with economists across Africa. He added that the AERC has linked up the various Deans in the Member Universities in Africa both in research and the common programmes that they conduct.
Reflecting on the AERC’s journey, he noted that in 1988, the School of Economics could mention one or two members of faculty with PhDs. Over the years, with AERC’s support to research and capacity building, the School of Economics has built a critical mass of faculty with PhDs. He highlighted that some Ugandan economists have worked with the EARC Secretariat and the EARC Board. He pointed out that the most active Ugandan economists in the AERC network are based at the following entities: Makerere University (School of Economics, College of Business and Management Sciences), Bank of Uganda, Economic Policy Research Centre (the think tank), Ministry of Finance, Planning and Economic Development, National Planning Authority, Ministry of Trade, Industry and Cooperatives, and Uganda Development Bank.
In his remarks, the Dean of the School of Economics, Associate Prof. Ibrahim Mike Okumu credited AERC for its continued collaboration, which has significantly contributed to the growth of the School. He appreciated EARC for supporting research, scholarships provided to Masters’ and PhD fellows, support for ICT infrastructure development, and contribution towards the construction of the School of Economics building.
Stressing AERC’s contribution to research at the School of Economics, Prof. Okumu said, “AERC provided opportunities to ‘fresh’ fellows to write proposals. AERC would focus on building the idea. AERC has nurtured most of us into professional researchers/scholars.”
The Dean disclosed that in addition to research, some of the personalities nurtured by AERC took on academic leadership positions and have significantly contributed to the growth of the College/School. Some of the personalities include: Prof. John Ddumba-Ssentamu-former Principal and Vice Chancellor of Makerere University, Prof. Eria Hisali-former Principal of the College, Prof. Bruno Yawe-former Deputy Principal, Prof. Edward Bbaale-Principal of the College, Dr. Sarah Ssewanyana-Executive Director, Economic Research Policy Centre, and among others.
Presentation of the AERC strategic plan (2025-2035)
The remarks set the pace for the gist of the engagement meeting, which focused on presentation of the areas of transformation and the new research programmes respectively.
In the presentation, Prof. Murinde explained that AERC was reconfiguring its strategic direction in 2025-2035, to concentrate on the key strategic reform options organized around eight (8) core areas. They include: Research Offerings, Graduate Training, Policy Engagement for research impact, The Consortium structure and governance, Entrenching network membership, Enhanced resource mobilization for financial sustainability, Geographical inclusion, and Possible risks to the planned reforms and how to mitigate them.
Regarding the policy engagement for research impact, Prof. Murinde noted that the ground had shifted with policy makers advocating for the need to embed research into their operations. He reported that the governance structure was going to change to a more inclusive and participatory approach bringing on board stakeholders in research and capacity building.
Prof. Murinde highlighted that the new strategic plan would focus on the following new research programmes:
- Security, Governance and Economic Fragility in Africa
- Industrial Policy and Growth Strategies in Africa
- Unlocking Africa’s Digital Potential for Economic Prosperity
- Africa in a Changing World: Jobs through Trade and AfCTA
- Informal Cross Border Trade (ICBT) in Africa: measurement and welfare of women, youth and their families
- Human Capital, Labour Markets and Migration
- Climate Change: Food Systems, Climate Finance, Climate Risk and Resilience
- Africa’s Trade and Investment Strategy on China
- Macroeconomic Modelling, Management and Policy Reform
Input into the AERC Strategic Plan
The participants observed that the proposed linkage between policy makers and the private sector as well as the approach of co-designing research with policy makers, would contribute significantly to research uptake.
Discussing the new research programmes, the participants suggested that AERC incorporates the following aspects: Integration of Natural resources management into economic modelling; Environmental Management; Interlinkages of Youth unemployment and the Green economy; Value Chains and Emerging threats such as fake products; Urbanisation; Youth and Substance Abuse; Health economics; the Informal Sector; and Agricultural Production.
Voices of the Graduate Students
Contributing to the discussion, the graduate students namely Proscovia Taaka, Diphus Tugume and Denis Ogwal urged AERC to continue supporting the collaborative Masters programme (CMAP) in Economics.
Way forward
Prof. Murinde thanked the participants for the valuable contributions that will definitely enrich the AERC strategic plan. He indicated that some of the proposed themes/ideas, would be considered as work streams within the different research programmes. The future is centered on PhD students at Makerere University and other member Universities formulating research questions in line with the new research programmes. AERC is working on a database of researchers in Africa to facilitate speed-dating in research. AERC plans a twinning programme for African universities, which will enhance joint supervision for PhD students. He pointed out that on completion of the PhD, there will be an opportunity for a post-doc Fellowship. He emphasized that researchers who win “big” projects will be encouraged to have work streams. He revealed a plan for each School of Economics in Africa to access publications across the entire membership.
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