Adapting to local needs is the key to e-commerce success in Africa

Jumia, the pioneer of African e-commerce, has undergone significant changes in 2023. Glenisson highlights the company’s return to growth, achieved through reduced expenses and a streamlined structure. It points to 5% year-over-year gross merchandise volume growth (adjusted for currency fluctuations) in Q1 2024, with rising redemption rates and average order values. These metrics show the effectiveness of Jumia’s new strategy.

Jumia’s ability to adapt to the unique needs of each country has been a key factor in its resilience. The company’s priority is to understand the needs of consumers, especially in rural areas. This involves offering:

Jumia provides access to essential products often unavailable locally, at competitive prices and with convenient delivery options. Sales agents at JForce engage directly with consumers, educating them about online shopping and simplifying the e-commerce experience. Jumia has established an extensive network of rural collection points managed by local partners, ensuring product availability across geographies.

Glenisson highlights the bright future of e-commerce in Africa. With the rapidly growing population expected to reach 2.5 billion by 2050, the potential for online commerce is enormous. The growing use of mobile payments and widespread internet access are further fueling this growth.

Jumia recognizes the challenges faced by rural populations who often do not have access to modern retail options. The company reports that over 51% of its orders now come from rural areas, highlighting the role of e-commerce in bridging this gap. Glenisson strongly believes that e-commerce will continue to grow in Africa, offering an effective solution for communities across the continent.

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