While Africa is increasingly connected, regional e-commerce penetration remains low because of gaps in connectivity and trust in online payment systems. To succeed, Jumia Group has had to adapt its e-commerce business model to the local contexts where they operate. In 2019, Jumia sold 110,000 stock-keeping units (skus) of products to more than 6 million consumers over the Jumia platform with an estimated transaction or lead every two seconds.1 One...
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