Jumia, Africa’s top e-commerce platform, has announced a strategic expansion into Nigeria’s rural and semi-urban areas, led by Jumia Nigeria CEO Sunil Natraj.
The project is part of Jumia’s larger aim, led by Cote d’Ivoire-based CEO Francis Dufa, to democratize access to basic commodities and services across the continent. Jumia stated that the rural expansion intends to address long-standing logistical problems and improve service delivery in underserved areas.
The company’s priorities include localizing operations by establishing hubs in key locations and extending its JForce sales consultant network. Jumia’s logistics infrastructure currently includes 150 pickup locations and over 7,000 active JForce agents in places such as Aba, Warri, Enugu, Ilorin, and Onitsha.
Jumia, led by Sunil Natraj, is trying to spread the comfort of online shopping throughout Nigeria.
“At Jumia, our mission has always been to make everyday life easier and better for every Nigerian, regardless of their location,” Natraj told me.
He emphasized that one of the most serious issues facing Nigeria’s e-commerce business is assuring timely and cost-effective delivery. To combat this, Jumia’s city expansion strategy focuses on smaller cities like Nnewi, Eket, and Yenagoa, with intentions to launch these services by the end of the third quarter in 2024. This move intends to strengthen rural communities by creating jobs, increasing digital inclusion, and improving access to vital products in areas where traditional retail options may be restricted.
Although Sunil Natraj manages the Nigerian operations, Francis Dufa’s continental leadership ensures that Jumia’s aim of developing a unified e-commerce platform for Africa comes true.
Under Dufa’s leadership, Jumia is increasing its presence not only in Nigeria but also in other African markets. The rural push in Nigeria is a vital component of the larger plan, which aims to empower local communities and promote economic progress. As part of this expansion, Jumia continues to support its network of independent sales agents in rural areas through the JForce programme.
These agents promote Jumia’s products through word-of-mouth marketing and personal networks, resulting in growth in underserved locations. In addition to its expansion efforts, Jumia recently stated that it will discontinue its meal delivery service, Jumia meal, in Nigeria by December 2024 as part of its strategy to refocus on its main e-commerce business.
