Hands up if you’ve had a delivery driver call you multiple times to pinpoint your exact location — “Hello, abeg, are you near the big green gate?” Sounds familiar, right?
If you’ve ordered anything for delivery in Nigeria, this scenario is likely a standard part of the experience. Meanwhile, in cities around the globe, apps like Google Maps effortlessly guide people door-to-door. So, why are our delivery drivers here still so reliant on phone calls instead of just using GPS?
After chatting with a few drivers and doing some thinking, a few reasons come to light. Let’s dive in.
Data Costs — The Not-So-Hidden Expense
We all know mobile data can burn a hole in your pocket here in Nigeria. Now, picture being a delivery driver operating on tight margins. Spending money daily just to run maps? That adds up quickly. So, does it make sense to risk draining all that data for navigation when a quick call can do the trick?
Sure, drivers could use offline maps, but here’s the catch — updating those maps, downloading detailed routes, and keeping them current still requires some data. It’s often impractical for daily use. Plus, our road layouts change so frequently that even the most up-to-date offline map can’t keep up; even those who try to stay “updated” often find that a trusty phone call does a better job of getting them there.
Tech Literacy — More Than Just Owning a Smartphone
Another angle to consider: are drivers truly comfortable using navigation apps? It’s easy to assume that most smartphone users are tech-savvy, but using GPS for precise directions isn’t always straightforward. To navigate smoothly, drivers need to interpret route options, traffic updates, and rerouting in real-time. Even for those comfortable with technology, it can sometimes be more hassle than just making a quick call for directions.
Plus, there’s the human touch. Many drivers trust customer directions more than a digital map, which brings us to the next point…
You can’t beat Local Knowledge — Sometimes
I’ve heard drivers say things like, “Map no fit sabi this area pass me.” And honestly, sometimes they’re right! Many areas in Nigeria, especially rapidly growing neighborhoods, have road layouts that can confuse even the best GPS. Phrases like “on your left after the kiosk” are often easier to follow than navigating routes an app might misinterpret.
There’s also the fear of running afoul of road transport law enforcement. Sometimes, maps might direct drivers to roads that have been recently decommissioned or turned into one-way streets. And we all know our overzealous LASTMA officials in Lagos love nothing more than extracting a meal ticket from a bewildered driver who should have navigated better. But that’s a story for another day!
In some cases, even where GPS works well, drivers rely on subtle local details and descriptions that maps don’t provide. That short conversation — where the driver might ask, “Is there a blue gate in front?” — gives the kind of detail Google Maps just can’t match. In a way, human guidance is faster, more reliable, and perfectly suited to the delivery pace.
A Question of Trust
More than anything, many drivers call to feel reassured by verifying details directly with the customer. Maps may say one thing, but hearing directly from the person they’re delivering to adds that layer of certainty. A GPS doesn’t provide confirmation; a person does.
For some drivers, that human connection, especially in a job that often keeps them on the road alone for long hours, is comforting.
So What’s Next?
Would relying solely on GPS make deliveries easier, or would it complicate things in Nigeria’s unique (read: unnecessarily stressful) environment? Maybe, if data costs drop or maps become more accurate in both urban and local areas, more drivers might consider going fully digital. But until then, those “where exactly are you?” calls are here to stay.
I’m curious — what’s your experience with delivery drivers and GPS in Nigeria? Do you think there’s a better solution on the horizon? Let me know your thoughts!
