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Jumia’s Expansion Plans Set to Dominate the E-Commerce Market in 2024
Nigeria’s e-commerce scene is ever-growing, projected to reach $22 billion by 2024. But this digital revolution isn’t confined to bustling metropolises; it’s quietly transforming the lives of millions of consumers in secondary cities and rural areas. At the forefront of this rural e-commerce push is Jumia, Africa’s leading online marketplace. By strategically expanding beyond the bright lights of Lagos and Abuja, Jumia is connecting previously underserved communities with the vast array of goods and services available online, bridging the retail gap and empowering rural Nigerians like never before.
Prior to the creation of companies like Jumia that made it possible for consumers to shop without geographical restrictions, purchases of several commodities required lengthy trips, increased costs and risks that accompanied traversing unsafe roads. E-commerce has grown over the past decade with the increased penetration of smartphones and the internet. As of 2020, GSMA reported a mobile subscriber count of 173 million in Nigeria, indicating an 85% penetration rate. The prevalent use of smartphones enables consumers to conveniently access e-commerce platforms and make purchases from anywhere in the world.
Recognizing the growing number of rural Nigerians with internet access, the company embarked on a strategic expansion into secondary cities and rural areas. This involved establishing logistical networks, partnering with local agents and businesses, and tailoring product offerings to cater to the specific needs of rural communities. Jumia launched the JForce programme — a grassroots initiative launched by Jumia to take e-commerce to secondary cities within Nigeria — to meet this need. Under the aegis of the JForce programme, Jumia has established efficient delivery infrastructure, including partnerships with local logistics service providers and leveraging community pick-up stations, reaching even the most remote villages.
Modifying existing strategies, Jumia combined online and offline operations to cater to both those who have access to the internet and those who don’t. Through this tactic, the company has taken e-commerce to hundreds of Nigerians in rural communities, where digital literacy is limited.
Leveraging the age-long art of marketing by mouth, Jumia, through its JForce initiative has bridged the digital divide in rural communities and increased accessibility to e-commerce. JForce adopts a very communal model – local sales representatives who are tech-savvy give community members who lack access to smartphones or are digitally illiterate access to product catalogues on the Jumia Marketplace platform and place orders on their behalf. Strengthening the pillars of JForce, Jumia simultaneously established more than 250 pickup stations and collaborated with reliable logistic partners to fast-track product deliveries to secondary cities and rural areas. The deliberate positioning of these pick-up stations in diverse towns guarantees accessibility to even the most remote corners of Nigeria, thereby enabling customers in rural areas to overcome geographical limitations and access various products. This initiative has been a vital way to enable many rural communities to leapfrog economic and geographical barriers, stimulating growth and development with target communities and the e-commerce sector.
But the communities are not the only beneficiaries. Through JForce, Jumia works with local entrepreneurs, training them as agents to facilitate online purchases and deliveries, creating jobs and fostering economic growth within the communities. To date, Jumia has over 35,000 active JForce agents who earn a living through commissions earned from introducing consumers to shop online.
Transforming Lives, One Click at a Time
Jumia’s impact in rural Nigeria is undeniable. Families can order essential items directly to their doorstep, saving them time and money. Jumia’s “E-Commerce in Rural Areas in Nigeria” report highlights these positive changes. It reveals a significant rise in online purchases from rural areas, with a growing demand for smartphones, home appliances, and fashion items. The report also showcases the positive impact on rural entrepreneurs, with many Jumia agents reporting increased income and business opportunities.
Challenges and the Road Ahead:
Despite the success, challenges remain. Limited internet connectivity and digital literacy in some rural areas can hinder adoption. Additionally, reliable electricity supply and efficient payment systems are crucial for sustained growth.
Jumia is actively addressing these challenges. Last year, the company partnered with Starlink, a satellite internet service, to retail the Starlink Residential Kit in Nigeria to bridge the digital divide by delivering Starlink’s high-speed, low-latency internet to previously underserved regions.
In the third quarter of 2023, Jumia experienced significant growth in Gross Merchandise Volume (GMV) for physical goods across five countries, a surge that can be partially credited to its intensified expansion into rural areas and secondary cities. With the recent appointment of a new CEO in Nigeria, the company’s focus is on driving expansion initiatives across the country, aiming to replicate the successes observed in those five countries. Doubling down on this expansion strategy, Jumia aims to broaden its reach, linking more consumers to the e-commerce sphere, extending beyond the confines of major cities and into previously untapped regions within the country.
With pillars for growth and expansion solidly set in place in 2023, it is left to be imagined what the e-commerce leader will achieve this year.
Big Larry, a popular Nollywood actor has been pronounced dead on Friday by Stanley Ontop, film producer
Big Larry
Details’ surrounding his sudden demise is yet to be known.
Big Larry’s death comes just a few weeks after the passing of another Nollywood actress, Sharon Okpamen, who died following childbirth.
Stanley Ontop his on Instagram wrote: “Breaking News: Nollywood actor Big Lary just passed away. Je nke Oma big. What caused his demise is yet to be ascertained. May your soul rest in peace Big Lary. Nollywood Asaba Mourns. Shalom!!!”
Fans and admirers of the late actor have flocked to the post’s comment section to pay tribute to him.
Consumer Advocacy & Empowerment Foundation (CADEF) hosted a one-day workshop on “Improving Access and Inclusion for Persons with Disabilities (PWDs) in Digital Financing” in Lagos.
L-R: Bunmi Adebiyi, Senior Manger, Development Finance Office, CBN; Chinonso Umeh, Head, Retail Services ,Zenith Bank; Lukeman Salami, representative of Association for the Blind; Chiso Ndukwe-Okafor, Executive Director, CADEF; Adeola Aina, Vice-chairman, Association for the Blind and Lovelyn Okafor, Director of Programmes and Communications, CADEF at workshop on Improving Access and Inclusion for PWDs in Digital Financing in Lagos, recently.
The event brought together government officials, financial institutions, disability organizations, and experts to discuss strategies for enhancing financial inclusion for people with disabilities.
Speaking at the workshop, Safiu Babatunde, Head of Legal Services at the Lagos State Office for Disability Affairs, emphasized the importance of financial inclusion for people with disabilities.
He highlighted the challenges faced by individuals with disabilities in accessing traditional and digital financial services and called for innovative solutions to address these barriers.
“Disability related obstacles affect the participation of individuals at every stage of developmental interventions intended to boost livelihoods of people,” Babatunde said.
“Key among the resources essential for enhancing the livelihood of individuals is having access to financial resources for undertaking economic activities.”
He continued, “Unfortunately over the years, traditional banks do not seem to have served people with disability related obstacles.
“Persons with disability have limited access to financial services, including traditional and alternative banking, online payment services, and financial transactions as well as mobile banking applications.”
Babatunde emphasized the need for public-private partnerships to promote financial inclusion for people with disabilities.
“This partnership can bring together government agencies, financial institutions, and disability organizations to collaborate on developing and implementing initiatives that promote financial inclusion for these concerned populations,” he said.
Professor Chiso Ndukwe-Okafor, Executive Director of CADEF, underscored the organization’s commitment to advocating for the rights of marginalized groups.
She emphasized the need for inclusive financial products and services that cater to the specific needs of people with disabilities.
“CADEF has been empowering individuals with financial literacy, including those with disabilities.
“Our goal is to create inclusive financial systems that meet the needs of all Nigerians”, she said.
The Lagos State Office for Disability Affairs, LASODA, also called for increased public-private collaboration to address the financial barriers faced by PWDs.
General Manager of LASODA, Adenike Oyetunde-Lawal, emphasized the need for tailored financial products and accessible services.
Oyetunde-Lawal, who was represented by Mr. Safiu Babatunde, Head of the Legal Department, urged the banking sector to be more responsive to the needs of PWDs.
Participants discussed the challenges faced by people with disabilities in accessing financial services, such as limited awareness of available products, inaccessible ATMs and branches, and discriminatory practices.
They also explored potential solutions, including the development of accessible mobile banking applications, financial education programs in sign language and Braille, and partnerships with disability organizations.
At the conclusion of the workshop, participants agreed on the need for concerted efforts to improve financial inclusion for people with disabilities.
They pledged to work together to develop and implement practical solutions that will empower individuals with disabilities to participate fully in the financial sector.
Nigerian Institute of Public Relation’s (NIPR) governing council has announced the appointment of Rasheed Bolarinwa as the Chairman of its newly established FinanceHub Committee.
Rasheed Bolarinwa
Bolarinwa, who serves as the President of the Association of Communication and Marketing Professionals in Banks (ACAMB), will lead the committee aimed at enhancing sustainable Public Relations practices within the banking, insurance, and pensions sectors.
Bolarinwa, currently the Head of Brand Management and Corporate Communication at Polaris Bank, brings extensive experience from journalism, public relations, and the financial sector.
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His leadership is expected to drive significant improvements in PR practices across these financial sectors.
The FinanceHub Committee, which includes experts from banking, insurance, and pensions, is part of NIPR’s broader initiative to strengthen public relations across various sectors.
The committee’s formation aligns with NIPR’s strategy to foster sustainable and impactful PR practices in these critical areas of the economy.
In addition to Bolarinwa, NIPR has appointed other chairpersons for newly created sectoral hubs.
Mrs. Thelma Okoh will lead the Maritime Hub, Dr. Jossy Nkwocha will head the Energy Hub, and Mr. Basil Agboarumi will oversee the Aviation Hub. Dr. Ahmad Sajoh has been appointed to lead the Anti-Corruption and Consumer Protection Hub, while Miss Chimdi Neliaku will head the Young Practitioners Hub.
The appointment letters, signed by Uzoma Onyegbadue, Registrar/Secretary to the NIPR Governing Council, reflect NIPR’s commitment to enhancing public relations practices across these sectors.
NIPR Appoints Rasheed Bolarinwa as Chairman of FinanceHub Committee
At the inauguration of the new chairpersons and committee members, NIPR National President Dr. Ike Neliaku praised the appointees, highlighting their expertise and dedication.
“Your appointments are well-considered and reflect the confidence the NIPR council has in your abilities to advance the objectives of the Hub,” Neliaku stated.
He expressed enthusiasm for collaborating with the new appointees and emphasized the council’s support in driving positive change in public relations practices within their respective sectors.
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