When was HGO launched in Uganda?

KAMPALA, UGANDA – On June 22, 2025, Uganda’s e-commerce landscape welcomed a transformative player with the official launch of HGO (Highly Goods Online), a subsidiary of China’s Good Products Group Company Limited. Originating in Hangzhou, China, in 2021, HGO has rapidly expanded its footprint across international markets, bringing its innovative Supplier-to-Business-to-Consumer (S2B2C) model to Uganda. With a promise of 20-minute deliveries, a robust digital ecosystem, and a commitment to local empowerment, HGO is set to redefine online shopping for Ugandans. This article explores the new Brand’s operations, its significance for Uganda, and how it integrates cutting-edge technology to meet the needs of a growing market.

What is HGO, and Why Should Ugandans Care?

Short for Highly Goods Online, this is a seamless e-commerce platform that integrates suppliers, businesses, and consumers into a real-time, mobile-first ecosystem. Unlike traditional platforms like Jumia or Kikuu, which primarily connect buyers and sellers, HGO’s S2B2C model streamlines the entire supply chain by linking suppliers directly to businesses and consumers, eliminating middlemen and reducing costs. This approach, refined in China’s competitive e-commerce market, leverages advanced logistics and data analytics to deliver unparalleled efficiency.

For Ugandans, this new platform addresses critical pain points in the local e-commerce sector, such as slow delivery times, high costs, and limited product variety. With Uganda’s population exceeding 45 million, including a growing urban middle class, the demand for affordable, high-quality goods is surging. According to industry insights, Uganda’s e-commerce market is projected to grow significantly, with cross-border purchases accounting for 6% of total spend, driven by demand for international products from markets like China. HGO’s entry taps into this potential, offering:

• Fast, Reliable Shopping: Deliveries in as little as 20 minutes in high-demand urban zones.
• Affordable Goods: Direct supplier connections reduce costs, passing savings to consumers.
• Transparent Transactions: Secure electronic payments via mobile money or cards.
• Economic Opportunities: Jobs for delivery riders, vendors, and support staff.

“HGO brings the best of China’s e-commerce expertise to serve Uganda’s growing demand for efficient, trustworthy digital shopping,” said Mr. Fang Ming, HGO’s Managing Director, at the launch event in Kampala. With its innovative approach, HGO is poised to empower consumers, businesses, and workers in Uganda’s evolving digital economy.

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Origins and Leadership in Uganda

HGO was founded in Hangzhou, China, in 2021 by Good Products Group Company Limited, a tech-forward retail conglomerate with a strong track record in global e-commerce. Hangzhou, a hub for Chinese tech giants like Alibaba, provides a fertile ground for HGO’s innovative model, which has been honed in one of the world’s most competitive markets. The platform’s success in China, where e-commerce transactions reached $2.29 trillion in 2020, underscores its potential to transform Uganda’s market.

In Uganda, HGO’s operations are led by Ms. Eva Nambalilwa, the Country Manager, based at the company’s headquarters in Kingdom Kampala Mall. Under her leadership, HGO has established a robust local infrastructure, including a 24/7 toll-free call center (0800335555), a rider coordination network, and partnerships with local media houses. Mr. Fang Ming, Managing Director, and Mr. Ni Xiaomin, HGO’s global CEO, oversee the platform’s strategic vision, ensuring alignment with Uganda’s unique market needs. This blend of global expertise and local leadership positions HGO as a trusted partner for Ugandan consumers and businesses.

What Products Can You Buy on HGO?

It has launched in Uganda with over 100 service providers, offering a diverse range of products tailored to local and regional demands. The platform’s cross-border capabilities, enabling orders from Kenya, Rwanda, and Tanzania, ensure access to both local and international goods, particularly from China’s vast supply chain. Available product categories include:

• Household Goods: Cleaning supplies, kitchenware, and small appliances like blenders and microwaves.
• Fashion and Accessories: Clothing, shoes, bags, and jewelry, including both local designs and international brands.
• Beauty and Skincare: Cosmetics, skincare products, and haircare from trusted suppliers.
• Electronics: Smartphones, earbuds, chargers, and other gadgets from brands like Xiaomi and Samsung.
• Groceries and Essentials: Fresh produce, packaged foods, and daily necessities.
• Office Supplies: Stationery, printers, and workspace essentials.
• Health and Fitness: Supplements, fitness trackers, and gym equipment.

Live shopping shows, broadcast on UBC TV, Star TV, and Magic HD, allow customers to purchase products in real-time during interactive TV programs, blending entertainment with commerce. This innovative approach mirrors successful livestreaming trends in China, where platforms like Tmall Global have seen triple-digit growth in categories like health and personal care. As the brand scales, it plans to onboard more suppliers, further expanding its product offerings.

How to Shop on HGO: A Step-by-Step Guide

The user-friendly platform is accessible via its mobile app (available on Google Play and the Apple App Store) or website (www.hgo.com, subject to local confirmation). Here’s how to shop:

1. Download the App or Visit the Website: Install the HGO app or access the platform online. Create an account using your email or phone number.
2. Browse Products: Explore categorized listings from verified suppliers, with filters for price, category, and location.
3. Place an Order: Add items to your cart, confirm your delivery location, and proceed to checkout.
4. Make a Payment: Use mobile money, credit/debit cards, or other supported methods, with transactions processed in Ugandan Shillings (UGX) for transparency.
5. Track Your Delivery: The HGO app assigns the nearest motorbike rider to collect your order from a service provider. Track the rider’s progress in real-time, with deliveries targeted within 20 minutes in urban areas.
6. Get Support: Contact HGO’s 24/7 toll-free call center at 0800335555 or use the app’s live chat for assistance with orders, vendor registration, or delivery issues.

Their delivery system is powered by a network of motorbike riders equipped with a dedicated app that optimizes logistics by locating the nearest rider to a product. Vendors and riders receive instant electronic payments, with funds available for withdrawal without restrictions, ensuring a seamless financial flow.

Innovative Features and Economic Impact

Their 20-minute delivery promise, achieved through its motorbike rider network, sets a new standard for e-commerce in Uganda. This system, proven in China’s hypercompetitive market, leverages real-time data to minimize delays, addressing a key challenge in Uganda, where delivery times often exceed 24 hours. The platform’s integration of electronic payments aligns with Uganda’s growing adoption of mobile money, with platforms like MTN Mobile Money and Airtel Money dominating local transactions.

To boost local engagement, HGO has partnered with media houses like UBC TV, Star TV, and Magic HD for live shopping campaigns, allowing viewers to purchase products during broadcasts. This mirrors China’s livestreaming boom, where platforms like Tmall Global have driven significant sales through influencer-led events. HGO is also launching a riders’ campaign, distributing 60 motorcycles to select participants to strengthen its delivery network, creating immediate job opportunities.

The platform is hiring for roles such as call center agents, warehouse staff, and technical support workers, addressing Uganda’s unemployment challenges. By onboarding 100 initial service providers with plans for expansion, HGO supports local businesses and fosters entrepreneurship. Its cross-border functionality, enabling seamless orders from Kenya, Rwanda, and Tanzania, positions Uganda as a hub for East African e-commerce, aligning with regional integration goals.

Challenges and Considerations

The ambitious model faces challenges common to Uganda’s e-commerce sector. High shipping costs, especially for cross-border deliveries, could deter price-sensitive consumers, though HGO’s direct supplier model may mitigate this. Quality control is critical, given concerns about counterfeit goods on some Chinese platforms like AliExpress. HGO must prioritize supplier vetting to build trust. Data privacy is another concern, as Chinese e-commerce platforms often collect extensive user data. Consumers should review HGO’s privacy policies, accessible via the app or website, to understand data handling practices.

Logistical challenges, such as poor road infrastructure in rural areas, may hinder HGO’s 20-minute delivery promise outside urban centers. However, the platform’s focus on motorbike deliveries and partnerships with local providers could address this over time.

Why HGO Matters for Uganda

This launch marks a significant moment for Uganda’s digital economy. For consumers, it offers unprecedented access to affordable, high-quality goods with unmatched delivery speed. For businesses, it provides a platform to reach local and regional markets without intermediaries. For delivery riders and support staff, it creates flexible, app-based income opportunities. With its regional reach, HGO strengthens East African trade, aligning with the African Continental Free Trade Area’s goals.

As Ms. Nambalilwa stated, “HGO is more than a shopping app—it’s a digital infrastructure for Uganda’s future.” By combining China’s e-commerce expertise with local partnerships, HGO is not just competing with platforms like Jumia but redefining what e-commerce can mean for Ugandans.

Get Started

To experience seamless shopping, download the app from Google Play or the Apple App Store, or visit www.hgo.com (pending local confirmation). For support, call the 24/7 toll-free line at 0800335555 or visit HGO’s office at Kingdom Kampala Mall. Whether you’re a shopper, vendor, or rider, HGO offers a gateway to a faster, smarter, and more connected future.