One of the most used online marketplaces in the country, Jumia, a part of the JUMIA group (formally African Internet Group), celebrated its 5th year anniversary in Egypt on Thursday. When Jumia first entered the Egyptian E-Commerce scene, the internet and online businesses accounted for only 1.1% of the country’s GDP, something the company helped change.
Jumia’s local work may have only started in 2012, but the company has made great strides in the Egyptian e-commerce scene. Growing from an average of 100 orders a day, the online marketplace now processes thousands a day and has over 3000 vendors and local partners that they have helped develop.
In 5 years, the company has gained over 1.5 million subscribers, and manages online traffic of around 2 million shoppers monthly.
Celebrating integrating with the locals
Although an international company, JUMIA group is headquartered in Nigeria, the company has worked hard to ensure to localize themselves in the Egyptian market to better reach their consumers. The company has focused on developing Egyptian talents and businesses, even in their own marketing team.
At its anniversary lunch and press conference, CEO Hesham Safwat celebrated not only Jumia’s own local achievements but also celebrated some of its biggest supporters. Companies and local businesses who had worked with the community based online marketplace, and who were big supporters and partners to Jumia, were awarded for their continued loyalty and passion for working together.
Companies such as Andora Fashion, New Look, Ravin’, Continental Comfort and Top Mobile were some of those awarded by Jumia.
Other than awarding these local companies, Jumia has been working on helping develop the country’s e-commerce scene through other projects.
Jumia to continue breaking barriers
In just 5 years, JUMIA has succeeded in changing the face of the e-commerce sector. Despite being an international brand, the company has worked extensively to localize themselves to the Egyptian market; working with Egyptians who have succeeded in creating a local face for the company; focusing heavily on developing local brands; from micro and SME to multinationals through a variety of partnerships that cut across blue, grey and white collar workers.
Today, with over 300 employees, JUMIA offers over 15 diverse sectors within its marketplace covering everything from traditional retail to handmade crafts. Their base of shoppers has grown with daily orders hitting the thousands, compared with just 100 in 2012; they have educated people to trust the online shopping and online payment system, whilst offering cash on delivery option, as well to help cater to all their customers’ needs. A product range that was once less than 1,000 today stands almost at the quarter million mark, and more.
By creating an online marketplace which requires almost no financial investment from small entrepreneurs, JUMIA has provided a place where SME’s can grow and compete on even footing and has now started to finalize agreements with government entities to take this one step further, with an agreement to support SME’s in collaboration with the Social Fund for Development expected to be finalized in the coming weeks.
Jumia has invested towards local sellers’ education by launching a series of educational and awareness campaigns about e-commerce. These supports and encourages the growth of segments relating to the industry.
Earlier this year, the company also launched “Jumia University,” to provide future online sellers a way to develop skills to become successful online. These include courses for HR, digital marketing, soft skills and commercial planning. This is to provide Egyptian youths, and others wanting to join in on the industry, a chance and opportunity to create viable self-employment through starting a business.