Jumia the online platform for the African market

The new Nigerian e-commerce retailer is spreading and, besides its home country, Egypt, Kenya, Ivory Coast and Morocco (https://www.jumia.ma/) are the main territories where this African “Amazon” develops its activities. In total, 14 African countries are serviced

Not yet profitable but enjoying an enviable float at Wall Street, with USD 196 millions raised mid-April 2019.

Jumia (https://group.jumia.com/) employs 5,000 persons (of which 400 in Morocco plus 700 indirectly). E-commerce is still a modest business (1% of Moroccan retailing GDP), suggesting a promising future? Many products categories are offered, of which pet care (https://www.jumia.ma/animalerie/).

Last African mile logistics are not easy: consumers have sometimes no precise address at all, wish to see the products ordered when they are delivered at their door, pay for it at that time and often in cash!