Leveraging Mobile Technology to Solve Logistics Challenges in Emerging Markets

By Afeez Akinfola Oyinloye

In the bustling streets of Nigeria’s urban centers, where traffic snarls and unreliable infrastructure often dictate daily life, the promise of seamless logistics feels like a distant dream. Yet, it’s precisely in these challenging environments that mobile technology shines brightest as a tool for transformation. As the founder of MacaTech O.A Nigeria Enterprises and the creator of WakaForMe Errand—a taxi and errand service app launched in 2021. I’ve seen firsthand how digital innovation can turn logistical chaos into opportunity, not just for businesses but for entire communities.

Emerging markets like Nigeria face a unique paradox: rapid urbanization and a growing middle class fuel demand for efficient transport and delivery, yet legacy systems struggle to keep pace. Roads are congested, public transport is inconsistent, and last-mile delivery remains a bottleneck for commerce. It’s a problem I encountered in 2014 when I established MacTech, an IT solutions firm aimed at tackling real-world challenges through technology. By 2021, this vision crystallized into WakaForMe, a mobile app designed to bring reliability and affordability to Nigeria’s ride-hailing and errand ecosystem.

What sets WakaForMe apart isn’t just its functionality, it’s the context it was built for. Unlike global giants that transplant Western models into African markets, WakaForMe was born from a deep understanding of local needs. Take, for example, our integration of cash-based payments alongside digital options, a nod to Nigeria’s cash-heavy economy that ensures accessibility for all users. Or consider our real-time traffic optimization feature, which leverages mobile data to navigate Osogbo’s unpredictable roads, cutting travel times by an estimated 25% for our riders. These innovations aren’t theoretical; they’re the result of listening to drivers, customers, and local businesses, then iterating with technology to meet their demands.

The impact speaks for itself. Since launching, WakaForMe has onboarded thousands of users and empowered dozens of drivers with sustainable income streams, proving that mobile tech can be a catalyst for economic inclusion. But this is just the beginning. Nigeria’s logistics sector is ripe for disruption, with mobile penetration nearing 90% and a youthful population eager for digital solutions. WakaForMe’s early success—driven by a lean team and a relentless focus on user experience offers a blueprint for how homegrown apps can scale in emerging markets.

Beyond my work with WakaForMe, I’ve channeled this ethos into broader contributions. Through MacTech, I’ve spearheaded IT projects for government and non-governmental organizations, digitizing processes that once bogged down public service delivery. One such initiative slashed administrative delays for a local agency by 30%, a small but meaningful step toward efficiency. Even more rewarding has been training over 100 young Nigerians in tech skills from coding to app development equipping them to join the digital economy I’m helping to build. These efforts have earned praise from local stakeholders, reinforcing my belief that technology’s true power lies in its ability to uplift.

So, what can the global tech community learn from this? Emerging markets aren’t just testing grounds for imported solutions, they’re incubators for innovation that can resonate worldwide. The UK, with its thriving tech hub in London and ambitious digital economy goals, stands to benefit from these lessons. Imagine a WakaForMe-inspired model tackling last-mile delivery in British cities, blending hyper local insights with cutting edge mobile tech. Or picture Nigerian trained developers contributing to the UK’s talent pool, bringing fresh perspectives to a competitive market.

As I look ahead, my goal is to scale WakaForMe beyond Nigeria, adapting its framework to new contexts while sharing the insights I’ve gained. Logistics challenges aren’t unique to emerging market; they’re universal, and mobile technology remains the key to unlocking them.

For entrepreneurs like me, the journey isn’t just about building a business; it’s about proving that innovation rooted in necessity can redefine what’s possible, wherever it takes root.

ABOUT THE AUTHOR

Afeez Akinfola Oyinloye is a notable Nigerian tech entrepreneur and the founder of MacTech O.A Nig. Ents. He graduated with a Bachelor of Science degree in Business Information Systems from the University of East London. After completing his studies, he returned to Nigeria and established MacTech in 2014, with the aim of empowering youths through technology education.

Under his leadership, MacTech has trained over 500 youths in various aspects of Information and Communication Technology (ICT). The company was officially incorporated in 2016 and has since become a significant player in the tech training sector in Nigeria.