 Most popular E-commerce shop in 

Morocco:

Jumia is an e-commerce company present in the African market. Founded in 2012, Jumia sells
electronics, personal care, food and services.

The Jumia platform is an online marketplace that connects sellers and buyers, providing them with a
logistics service, allowing the shipping and delivery of packages in addition to a payment service. In
2022, more than 100,000 sellers offer a wide range of products and services on demand: household
appliances and electronics, fashion, children's toys, but also services such as hotel or plane
reservations, and the delivery of meal. Jumia is notably qualified as “African Alibaba” or “African
Amazon”.

The company is present in more than ten African countries including Morocco, Algeria, Tunisia,
Kenya, Egypt, Uganda, Senegal, Ghana, South Africa, Nigeria and Côte d'Ivoire, but also in countries
outside Africa, including Portugal, China and the United Arab Emirates. More than 4,000 people work
directly with Jumia, and almost 100,000 people indirectly on the continent. On April 12, 2019, Jumia
is the first technology company solely dedicated to the African market listed on the New York Stock
Exchange (JMIA - NYSE).

The Lagos-based company is criticized for asserting itself as African despite being registered in Berlin,
its directors being French, its technical center located in Portugal, its capital being mainly American
and European, and heavy losses were allowed to allow its growth. Jumia is nevertheless also
defended, because of its former main South African shareholder, but also because it would show the
opportunities to be followed and would make it possible to address structural problems.

The company celebrated its 10th anniversary in 2022, and its founders Sacha Poignonnec and Jeremy
Hodara have been replaced by Francis Dufay, promoted to interim CEO and Antoine Maillet-Mazeray,
EVP Finance and Operation with the mission of “refocusing on the continent and on its core business,
aiming for profitability at all costs”.

Jumia in Morocco:
Consumers on the continent and in particular in Morocco are increasingly using the Jumia mobile
application to make their various purchases, this change is part of a broad dynamic of economic
transformation in Morocco, which is particularly taking place among the young, urban and
technology-savvy population, specifies the leading e-commerce platform, Jumia.

In addition, Covid-19 has undeniably accelerated the pace of innovation while helping to improve
financial and social inclusion within the Kingdom, adding that Moroccan consumers are changing
consumer habits to adopt “tap-and-go” type contactless payments, but also to make purchases
online, and explore the potential offered by new means of payment.
The adoption of new payment technologies is therefore undeniably on the rise, and consumer
appetite for new fast and flexible digital experiences continues to grow in Morocco, the statement
said, affirming that Jumia Morocco has also noted a dynamic growth in the adoption of digital
payments at its platform level.1

1
Maroc: L'application Jumia de plus en plus utilisée - MAPBUSINESS
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