Progress Report: Taxify in Ghana, 3 months Later…

Taxify, Europe and Africa’s fastest-growing on demand ride-hailing platform made an attempt at re-launching in Ghana, in December 2017. Having made a failed attempt at a first launch, late 2016, they returned to Accra with a stronger model and the will to bring the heat to the competition.

I was personally speculative about their ability to take Uber on, but 3 months in, they seem to be settled and thriving. I’ve seen myself go from an Uber stan to recording more Taxify trips in 3 months than I have on Uber. 

The arguments about Taxify giving Uber a run for their money is to some an impossibility but from all indications, they’re playing their cards right.

Happy Drivers, Happy Riders

Taxify has always been that ride-hailing app, that has been driver-friendly. This was their advantage model in Lagos and they’re still going strong with it. Taxify takes only 15% commission from its drivers, compared to the 25% that competitors take. Although this might be unsustainable for Taxify because they do not have half as much liquidity as Uber, it’s a good start and enough bait to attract more drivers to the platform and get Ghana moving.

Riders have also been excited by the variety of cars that come with Taxify. Not every time Picanto, sometimes Corolla. Rides are also relatively cheaper than their competition, as loads of reviews have proven.

They’ve definitely kicked off to a healthy start.

Healthy Competition

Competition is always welcome, as long as it stays healthy. Since Uber’s launch in 2016, a few new platforms have joined the ride-hailing business in Ghana. Unfortunately, none have been able to put Uber on their heels. Taxify came with that energy!

Uber and Taxify are healthy competition for the pathetic transportation system we are plagued with in Accra. Same people on Uber are the ones on Taxify. Barely 3 months in, and the conversations I’ve had with drivers is a clear case of “I’d go where my bread is buttered”. Uber has always been the proactive platform, Taxify is okay being the reactive brand here. Either way, Ghanaians are the better for it.


It’ll be intriguing to see how Taxify expands and grows, and also how the ride-hailing wars in Ghana pan out. But for now, Taxify seems to be ticking the right boxes.

Your move, Uber.

 

Writer, Coder, Tech enthusiast, Digital comms honcho, Music lover, Smooth talker, All-round fun guy – I am the Stig!
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