Assessment of Jumia’s E-Marketing Plan

Samuel Antwi, Peter Nyara Bashir, Rodwell Mukwavi Musonda and Don
Michael Magoshe

January 2020

Abstract
The internet has immensely changed the way information is shared and it has had a greater impact on
business as far as e-marketing is concerned. Online marketing is becoming more powerful everyday as an
increasing number of business is taking advantage of it. In this study the objective was to create an online
marketing strategy for the case company, Jumia. The case company is an e-commerce company based in
Africa. It was established in 2012 in Nigeria and currently operates in 13 different countries in Africa. The
purpose of the study was to assess jumia e-marketing strategy. The researchers used internet-based research,
specifically existing data, and observation method as the mode of data collection. The findings of the study
revealed that the company do promote their brands on social media platform; Facebook, Twitter and
LinkedIn. The company website is very user friendly and the contents are updated regularly. On top of this,
the company have put in proper measures to address customer concern via their social media platform and
other findings. The researchers were of the view that a firm needs to always have a clear target customer as
well as a well-designed website, among other factors for a successful online marketing strategy. Among
the conclusions, the researchers were of the view that if business can take the advantages of the
opportunities that social media brings, they can reach out to more customers which would lead to growth
and subsequently, making more profits.

Key-words: E-marketing, E-Commerce, Social Media

1.0 Introduction

1.1 Overview of the Study

The present era has been coupled with a massive technological advancement. Virtually all aspects of our
walks of life is or has experience some technological innovation. From Agricultural activities to Sporting
activities, to business activities, the educational sectors and among others are all beneficiaries of these
technologies. Without no doubt, one of the fields that has enjoyed massively with the introduction of
technologies is the business sector. This is evident from the significant improvement of business activities
and a greater number of innovative ideas that has pop-out with the advent of technologies. Data from
Statista, a leading provider of market and consumer data, revealed that the number of worldwide internet

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users in 2018 was three billion and nine-hundred million (3.9bn). The report further reveals that as of March
2019, China, India and United States of America were the top three countries worldwide with the highest
number of internet users. China had eight hundred and twenty-nine million (829m) people using the internet
whilst India had a total number of five hundred and sixty million (560m) and United States of America two
hundred and ninety-two million, eight hundred and ninety thousand (292.89m).

In Africa, Nigeria leads with a total number of internet users of one hundred and eleven million and sixty-
three thousand (111.63m). This is followed by Egypt with a total number of internet users of forty-nine
million and twenty-three thousand (49.23m). There is a positive correlation between internet users and
social media users. Whilst the number of internet users increases year by year, the number of social media
users also increases year after year. In 2018, it was estimated that two billion and six-hundred and fifty
million (2.65bn) people were using the various social media platforms which included the likes of
Facebook, WhatsApp Messenger, Instagram, WeChat, Twitter and so forth. This figure is projected to rise
to approximately three billion and one hundred million (3.1bn) in 2021. It is evident from these data that
businesses can take a greater advantage of the internet and social media usage and reach out to more
customers through online or internet marketing, cross-border e-commerce and others.

With an online marketing, a company can build and maintain customer relationships through the use of
online activities to facilitate and exchange ideas, products and services that satisfy the goals of both parties
(Mohammed, Fisher, Jaworski and Cahill 2001). On top of this, Gay, Charlesworth and Esen (2007) opined
that marketers in recent times ought to use a creative and innovative use of information by integrating
technology and intuition to obtain trends and opportunities. The case organization is Jumia, a Business-to
Consumer e-commerce Company located in Nigeria and it has expanded to thirteen African countries. The
aim of the study was to develop an e-marketing plan for Jumia Group. The researchers chose Jumia Group
for the reason that they want to improve e-commerce activities in the Africa continent since they are from
Africa.

1.2 Company Background

Jumia is a consumer goods e-commerce retail platform that connects sellers with consumers with its own
website https://group.jumia.com/. In 2012, Africa Internet Group (AIG) launched Jumia in Ikeja, Lagos
State in Nigeria. In that same year, the company was expanded to three other African countries; Morocco,
South Africa and Egypt. Jumia a leading e-tailer in Africa. It offers more than six million (6m) products
across multiple categories including but not limited to electronics, fashion, books, home and living and
health and beauty.

Jumia Logo

The company mission is to become the most trusted institution in Africa by setting up world-class standards
of business and professional behavior with their customers, partners and employees. Like any other
business, the objective of Jumia in terms of promotion objectives is to reach out to new customers as well

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as maintaining the existing customers. Jumia have position themselves to be the best in terms of e-
commerce in Africa. The company performs a number of corporate social responsibilities which the
customers and other people see as a sign of loyalty and also improving the welfare of the communities in
which they operate. In addition, the company has made their platform user friendly and buyers can reach
out to the customer service team at ease.

Their vision is to build most beloved and trusted shopping destination for Africans. The company have
over fifty thousand (50,000) international and national brands and also have ten (10) commercial events.
The company introduced Jumia Black Friday in 2014 in Nigeria and it 2015 attracted two million and three
hundred thousand (2.3m) visitors on Black Friday in Nigeria. The company in 2015 also introduced their
own payment system known as Jumia Pay, a secure payment gateway for customers to shop on all Jumia
services. The company celebrated their 5th anniversary in 2017.

Jumia Countries of Operation

The company operates in South Africa under the brand name Zando with a website
https://www.zando.co.za/ and is centered on online fashion retail. Currently, the company operates in
thirteen (13) African countries; Algeria, Côte d'Ivoire, Egypt, Ghana, Kenya, Morocco, Nigeria, Senegal,
Tunisia, Uganda and South Africa.

Jumia has developed a mobile app, which is available on Google Play Store and their website for android
users and also for apple which is available on App Store, to improve on customers shopping. Just like major
e-commerce companies like Alibaba and Amazon, consumers who likes to buy on Jumia must first sign-up
on their website. Customers are allowed to place an order online and make payment online before their
order can be delivered to them. However, there are some instances where customers are allowed to pay for
the goods when it is delivered to them. Jumia offer free shipping on some of their orders mostly on products
which is eligible for Economy Postal Shipping and other cases, the buyer shall bear the shipping fees.
Customers have the option to track their orders on their website or in their mobile app. When customers

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receive their products, they have a maximum of fifteen (15) days to return their product and apply for refund
or request for a new product if the current product is defective, or a wrong shipment among others.

1.3 Objectives for the Study

In this study, the researchers found out the Jumia Group e-marketing plan by focusing on the company’s
current situation by focusing on their online target marketing and segmentation as well as their industry
nature. The researchers also proposed the online marketing techniques available to B2C companies and
best ways to reach target customers and as well as how to establish a successful online marketing strategy
for B2C company.

2.0 The Company Strategies

2.1 Online Target Marketing and Segmentation

Jumia target market is the Africa continent. They intend to achieve this by operating in twelve other counties
in addition to their head office in Nigeria. Currently, the company is the biggest e-commerce company in
Africa. What Jumia does is it allows their customers and potential customers to place their orders online.
By this, customers can only buy a product(s) of their choice online. Like Walmart, Jumia allows sellers to
sign up and sell their products on their platform in addition to their own stores. What makes Jumia one of
the unique e-commerce company is their target marketing technique they have employed. Jumia places
much emphasis on the cultural background of their customers. In doing so, the kind of products they sell is
dependent on the country in which they operate. Thus, a customer in Nigeria is more likely to enjoy their
local brands, likewise a customer in Ghana and any other countries in which they operate. However, most
of the international products offered for sale remains the same in all the countries in which they operate.

2.2 Current E-Business Strategy

Jumia provides a communication platform in their website and mobile apps for their customers and potential
customers to have a real-time direct interaction which the supplies and also Jumia customer service team.
This has helped breached a major gab; flow of information in business transactions. It has also increased
the confidence level and the trust level between their customers and the suppliers as a customer can request
for more information from a supplier and get a response within a shorter period. The real-time messenger
has also helped the company in their quest to fight fraudulent activities as customers can report any
suspicious fraudulent or a fraudulent activity to them in real time.

2.3 Website Strategy

Jumia website is very unique as compared to other e-commerce website. A customer cannot directly shop
online on Jumia main website, https://group.jumia.com/. What a customer or a potential customer has to do
is to select his/her country from the list of countries in which they operate and then the website will redirect
to that country website. For example, customers in Nigeria will shop on Jumia website via
https://www.jumia.com.ng/ and that of Algeria via https://www.jumia.dz/. Again, customers in Ghana will
shop on Jumia via https://www.jumia.com.gh/ likewise any other customer who lives in countries in which
Jumia operates will shop on a different website. On top of this, they have Jumia Global which allows any
sellers who are not located in their country of operation to operate on their platform. For example, suppliers
who are not based in Nigeria can offer their products on their online store through Jumia Global. The
program was introduced in 2016. Like their separate website for every country in which they operate in,

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Jumia Global website is an extension of each country website. Customers in Nigeria can shop on Jumia
Global via https://www.jumia.com.ng/jumia-global/. Alternatively, customers in Ghana can shop on Jumia
Global via https://www.jumia.com.gh/jumia-global/ and that of Kenya https://www.jumia.co.ke/jumia-
global/?source=FlyoutMenu.

Jumia Ghana Homepage

Jumia websites are very user friendly and customers can easily search for the product they want through
the search bottom or goes through the categories of products they offer for sale. Also, customers can apply
filters during searching for a product via their website and mobile app so as to obtain an accurate result.
Full product details and specifications are provided on the products as well as the delivery method and the
estimated delivery date.

Product Detailed Page

Customers can make payment of their products in their website by their payment methods or can add it to
their shopping cart and later pays for it and also are given the opportunity to provide a review on the
products after they have it receipt.

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 Customer Feedback Information

On top of this, the return policy is also stated, which is usually fifteen (15) days is stated when a customer’s
opens in a product page. Last but not the least, the seller information and the seller ratings are all provided
when a customer opens a detail page of a product. The customer can click on the seller information and
visit the seller store to learn more about the seller and other products that they sell. All these makes shopping
on Jumia more convenient.

Jumia Nigeria Homepage

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2.4 Social Platform Strategy

As part of Jumia method to increase their market share and also make customer feels that they are part of
them, they have a number of social media platform including Facebook, LinkedIn, Instagram and Twitter.
Jumia has one LinkedIn Account, https://www.linkedin.com/company/jumia-group/ and they have been
using it to promote their products, have interactions, and communicate their business operations and news
related to their customers and potential customers. On top of this, customers can lodge any complaints and
grievances to them on the platform.

Jumia Nigeria Facebook Homepage

With the Facebook and Twitter account, every country has their own accounts and the kind of service they
run on their LinkedIn and Twitter platform is almost the same as Facebook. One of the strategies that Jumia
uses on their social media platform is the “give away strategy”. Examples of this is “predict and win”
strategy when their followers are told to predict the final score lines of some selected competitive football
matches like the UEFA Champions League games and the others. Others includes answering of teaser
questions correct. Customers who have their predictions right or provide a correct answer to the teaser or
their riddle are mostly gifted with Jumia voucher cards to buy varieties of products from their website.

Jumia LinkedIn Homepage

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The impact of this strategy is the awareness that they have created about their business which has helped
increase their customers. As part of the ways to enable their products reach out to more customers, Jumia
promote their Facebook page through Facebook advertisement occasionally.

Jumia Kenya Twitter Homepage

In addition to this, the company also runs a Facebook advert on some their posts.

Jumia Kenya Twitter Puzzle

3.0 Industry Analysis

Jumia operates in a market full of complexities and uncertainty. Despite these challenges, the company is
performing well. Under this section, we shall present the industry nature of e-commerce in Africa and the
SWOT analysis of Jumia. The company’s competitors and customers shall all be presented in this section.

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3.1 Industry Nature

The current e-commerce in Africa is lagging behind. Kaplan (2018) attributed the challenges coupled by
the sector to factors such as internet access, poverty, a high rate of illiteracy and logistical inefficiencies.
Other challenges for the researchers’ point of view includes trust, cyber fraud, poor address system in most
countries and many more. As the second largest continent (after Asia), covering one-fifth of the total land
surface of the earth, it is expected that the continent would have a significant growth in e-commerce.
According to Desvaux and Poignonnec (2019), there are more than four hundred million (400m) internet
users in the continent. Even though Africa countries and companies are not ranked high when it comes to
the global ranking of e-commerce, the continent is gradually improving. A report from Statista as cited by
Goldstein (2019) revealed that in 2017, e-commerce in the continent was valued at sixteen billion and five-
hundred million United States Dollars ($16.5bn). A separate report from McKinsey, a consulting firm, as
cited by Goldstien also indicates that e-commerce in Africa has the potential of reaching seventy-five billion
United States Dollars ($75bn) by 2025. From the researchers’ point of view, the introduction of the Africa
Continental Free Trade Area (AfCFTA) shall play a major role in helping the continent reach the landmark.
This trade agreement seeks to establish a single market for goods and services across the fifty-four (54)
countries to allow the free movement of business travellers and investments, and make a continental
customs union to streamline trade and also attract a long-term investment (Cloete, 2019).

3.2 SWOT Analysis

SWOT analysis is used to represent the Strengths, Weaknesses, Opportunities and Threats. It is a useful
tool for summarizing or assessing the current situation of a company (in this report, Jumia) considering
both the internal and external environment. The SWOT analysis of Jumia is presented in the figure below.

3.2.1SWOT Analysis

S W

Clear and updated website Low quality products

Mobile App (Android and Apple) High prices of product

Newsletter subscription offer Unable to operate in all parts of Africa

Customer Service Poor logistics

O T

The need to expand to other countries Low trust in e-commerce

Introduction of Jumia gift card Negative reputation

3.2.2 Strengths

One of Jumia’s major strength is that their website is easy to navigate and use. Thus, the website is user
friendly. The products they offer for sale has been categorized for easy identification. Customer has the
option to search for an item using the search bottom. On top of this, they keep updating their website with
the products they have in stock and offer for sale. In order to improve customer shopping experience on

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their platform, Jumia has come up with a user-friendly mobile apps which is supported by the Android
Operating System (AOS) and the iPhone Operating System (iOS). This has improved customer satisfaction
with regards to buying on their website. On top of this, Jumia sends out monthly newsletter to their
customers who have subscribed to it. By doing so, the customers get to learn more about the company
operations and also get to know more about the trends and news products in their platform. Through the
newsletter, the company also communicate their up-coming activities to their customers. Another strength
of Jumia is their customer service. As part of the ways to improve consumers shopping experience, the
company has an active customer service telephone numbers where customers can lodge any complaints,
suggestions, improvements and any other issues. Customers can as well leave their message or suggestions
via their website and mobile app customer service platform as well as their social media.

3.2.3 Weakness

Over the past period, some customers who shop on Jumia had complained about the quality of products
they receive. There seems to be some variations in the products specification on their website and the actual
products received by the buyer. This is evident through a negative review comment they say on some of
the products that they buy. Another is the price of the products they sell. Customers sometimes complains
that their product is relatively expensive as compared to buying it at a different source. Again, there are
times that it takes a longer time for a customer to receive a feedback when they send a message to them
(Jumia) via their social media channel. This is largely attributable to a lot of messages they receive via the
platform. Last but not the least, a major weakness of Jumia is poor logistics problem. Even though there
has been a significant improvement, the company is unable to deliver products to many parts in the countries
in which they operate in.

3.2.4 Opportunities

One major opportunity that Jumia can capitalize on is the need to expand to other countries in Africa.
Currently, Jumia operates in thirteen (13) out of fifty-four (54) countries in Africa. Although customers in
other countries in which Jumia does not operate can buy products from their website and have it delivered
to them, it is very expensive because of high shipping cost. By expanding to many countries, customers
shopping experience in such countries would improve. Like Amazon gift card, when Jumia introduces a
gift card or similar kind would bring about a massive improvement in their business operations.

3.2.5 Threat

One major threat to Jumia is low trust in e-commerce on the part of the buyers. Some buyers in recent times
prefer to see a product before they buy or pay for it. As a result of this, buyers in some cases resort to
domestic stores or companies to buy their product from for the reason of being scammed or receiving a
low-quality product and the other. Despite the company being listed on the New York Stock Exchange, it
reputation has suffered because of fraud and similar kinds.

Jumia needs to maintain their strength in the e-commerce business whilst they work on their weakness for
an improvement. They should put up measures to take advantages of the opportunities they are faced with
whilst ensuring to minimize or eliminate any threat or potential threat from their operations.

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3.3 Competitors

Jumia competitors includes both e-commerce companies in Africa and those in another continent. Jumia
compete with AliExpress, a subsidiary of Alibaba group. Suppliers on AliExpress mostly ship their products
to Africa for free or at a lower shipping fee. Again, AliExpress ships to almost every country in Africa. Just
like AliExpress, eBay as a competitor of Jumia also ship to most countries in Africa with the help of
international logistics companies such as Dalsey Hillblom Lynn (DHL). Another non-African competitor
of Jumia a Amazon, a giant in e-commerce. In terms of African companies, they compete with DealDey,
Takealot, Konga, Vconnect, Yudala, MoBofree and so forth.

3.4 Target Customers

Jumia customers and potential customers are basically those who are interested in shopping online for new
products and fashion trends. Customers and potential customers’ need to be technology oriented as the
transactions are performed online. In terms of age, they target customers who are between the ages of
sixteen (16) and sixty (60) years. This age range is widely regarded as the working class hence they may
have the resources needed to shop on their platform. Both male and female, single and married can order
products from their website as long as Jumia operates in their country. Customers who shops from Jumia
have access to varieties of products ranging from Electronics, Computers and Accessories, Fashion,
Gaming, Groceries and so forth.

4.1 Online marketing techniques available to B2C companies

According to Mango (2018), there are six online marketing strategies that can help grow a business. They
are, responsive, up-to-date website design which involves a firm ensuring that their website is updated
regularly in terms of content, design and responsiveness. Keller (2014) in his view affirm that a website is
a centre of company’s presence followed by advertising the business around the Web and social networking
sites, forums and so on. Again, the business should have a leverage email marketing. Through this they
can stay in touch with their current and potential customers. Also, the business should set-up a blog and
frequently update it. The post should inform, educate and/or entertain readers whilst letting them know
more about the firm’s products and/or services.

Another is website search engine optimization which aimed to improve search results. Search engine
optimization includes both the technical and the creative elements required to improve rankings, optimize
keyword phrases, drive traffic and increase awareness in search engines (Fishkin 2015). On top of this,
search engine marketing is also another technique that B2C companies can adopt. It is a paid advertising
on search engines and it can help a firm become visible to potential customers. Lastly, the business should
run and social media marketing where they promote and advertise their products on the various social media
platforms.

4.2 The best ways to reach the target customers

For B2C business, the most effective way to reach out to the target customers is via social media. From the
researchers’ point of view, almost customers who shop online are also on the social media. The most
important thing is for the firm to promote their social media page and also boosting their post so that it
reaches out to more audiences via search engine marketing and also social media marketing. Social media,
according to Olyazaeva (2015) is an essential brand awareness and building quality backlinks. Also, the

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firm should constantly update their website and make it more user friendly as it will help maintain customers
who open it for the first time.

4.3 How to Establish a Successful Online Marketing Strategy for a B2C Company

The growth of every business largely depends on maximizing revenue. In order to maximize revenue, a
company needs to sell more of their products or render more services. The business ought to take certain
actions in order to achieve that. The following were adapted from (Olyazaeva 2015; pp 58) for a firm to
establish a successful online marketing strategy.
1. Identify a clear target customers
2. A well-designed website for the business
3. Optimization of search engines by utilizing right keywords and building quality backlinks to the
website.
4. Regular use of Google analysis or any other web analysis for tracking improvement and success of
marketing strategy.
It is evident from the data collected that Jumia do employ these methods. The researchers believe that any
e-commerce company that diligently employ these strategies in addition to effective management and other
business protocols would succeed in their business.

5.0 Conclusion

The following conclusions were arrived based on the findings.

1. E-Commerce can help improve the lives of Africans through products acquisition and also
employment opportunities.
2. If businesses take advantages of the social media, they can promote their products and reach out to
more customers.
3. If businesses make their operations very flexible, it will attract more customers.
4. If businesses strive to maintain their old customers and finds new customers, it would increase their
growth.
6.0 References

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3. Cloete, K. (2019). Africa’s New Free Trade Area is Promising, Yet Full of Hurdles. Retrieve December
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trade-area/
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7. Goldstein, N. (2019). The future of E-Commerce In Africa: A Mere Illusion. Retrieved December 1,
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http://www.profitworks.ca/blog/916-blog/marketing-strategy/297-why-having-a-website-is-
important.html
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online-marketing-strategies-to-grow-your-business-in-2019
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