Jumia, a pioneer in 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. He points to a 5% year-on-year increase in gross merchandise volume (adjusted for currency fluctuations) in Q1 2024, alongside rising repurchase rates and average order values. These metrics demonstrate the effectiveness of Jumia’s new strategy.
Jumia’s ability to adapt to each country’s unique needs has been a key factor in its resilience. The company prioritizes understanding consumer demands, particularly in rural areas. This involves offering:
Jumia ensures access to vital products often unavailable locally, at competitive prices, and with convenient delivery options. Sales agents within JForce directly connect with consumers, educating them about online shopping and simplifying the e-commerce experience. Jumia has established a vast network of village collection points, managed by local partners, ensuring product accessibility across diverse geographical regions.
Glenisson underscores the bright future of e-commerce in Africa. With a rapidly growing population expected to reach 2.5 billion by 2050, the potential for online commerce is immense. Increased mobile payment usage and widespread internet access further fuel this growth.
Jumia recognizes the challenges faced by rural populations who often lack access to modern retail options. The company reports that over 51% of its orders currently originate from rural areas, highlighting e-commerce’s role in bridging this gap. Glenisson firmly believes that e-commerce will continue to thrive in Africa, offering a powerful solution for communities across the continent.
AP/fss/abj/APA