Extending Jumia's impact and sales in secondary cities

E-commerce can be a money-saving channel for clients of secondary cities in Africa. The survey we conducted for Jumia Ivory Coast found that Jumia secondary city clients can benefit from price differences of up to 67% compared to local prices on the 5 top-selling SKUs, with 50% of clients declaring saving over 20 USD on their last purchase.

We helped codify this opportunity into a business case for Jumia. Based on this work, Jumia has added a “farming” category to its portfolio, and has replicated its model of secondary city expansion into all of its countries of operations beyond Côte d'Ivoire - where secondary cities now represent over 70% of sales.

“Your robust methodology and strategic mindset helped build strategies for Jumia that drive impact as well as commercial returns, such as reaching more farmers and women. This is already translating into increased sales.”

- Alex Kucharski, Executive at BII (investor in Jumia and project funder)

Learn more in this case study and webinar.