Nigerian startup, DropX, utilising an app-based delivery system, announced its closure after a tumultuous two-year run in the industry. The shutdown comes amid a series of closures affecting numerous Nigerian startups in 2023, grappling with the country’s challenging economic climate.
Established in 2021 by Praise Alli-Johnson and Oluwatope Liasu, DropX had a promising launch, aiming to revolutionise local deliveries in Abuja by connecting businesses and individuals with efficient and dependable services.
Despite an initial surge in interest, enlisting 2,000 users and 500 drivers—primarily car owners engaged in the gig economy—the startup encountered a series of obstacles that led to its ultimate demise.
One of the core issues that plagued DropX was the disparity between driver payment expectations and what customers were willing to pay. In an effort to bridge this gap, the company adjusted its pricing strategy, catering exclusively to high-value customers dealing with bulk food deliveries, luxury goods, and more, prioritising the item’s condition over cost.
However, the geographical dispersion of users across Abuja posed a significant challenge, with users outside specific zones experiencing a lack of service. Despite efforts to expand within high-demand areas and recruit additional drivers, competition for time and pricing from other ride-hailing platforms like Bolt and Uber intensified.
To meet escalating demand, DropX attempted to implement a surge pricing model, mimicking Bolt and Uber but faced backlash from users who often cancelled their requests. The introduction of a surge model visible only to drivers yielded mixed results, compelling the company to cover the price difference to sustain orders.
As the user base expanded, the startup realised its reliance on car drivers was inadequate for all customer segments, necessitating the inclusion of more bike deliveries. Despite onboarding independent bike drivers, they struggled to meet the demands of high-value clients effectively, further complicating the delivery process.
A fundamental issue arose when users consistently demanded cheaper deliveries, resulting in a surge of bike requests and a decline in car requests. Even high-value clients, initially opting for DropX due to car deliveries, began requesting bikes, exacerbating the imbalance between supply and demand.
Attempts to collaborate with the Nigeria Postal Service (NIPOST) to extend bike services across the app proved futile, despite numerous pitches and months of negotiation. The proposed collaboration aimed to merge DropX’s technological infrastructure and investment schemes for bikes with NIPOST’s bike and driver management, sharing delivery charges within the app.
Moreover, the company faced challenges with users engaging in off-app transactions with drivers, circumventing the platform’s system and impacting revenue streams.
Expressing exhaustion and disillusionment, Alli-Johnson, co-founder of DropX, acknowledged the strain and burnout, declaring his reluctance to continue the venture into 2024 given the accumulated challenges and unsuccessful attempts at strategic partnerships.
The closure of DropX adds to the growing tally of Nigerian startups ceasing operations, underscoring the formidable obstacles confronting entrepreneurs within the country’s economic landscape.
