This launch in Angola, makes JUMIA present in 11 countries in Africa.
Christina Hawley, Managing Director for New Countries at JUMIA said: “Angola is emerging as one of the most important countries in Africa. Our goal is to meet the demands of customers in this country with excellent products, prices and services. In addition we want to build deep partnership with local and international brands and distributors who are looking to bring their assortment to Angolan consumers.”
JUMIA first launched in Nigeria in 2012 and has since expanded into Ivory Coast, Egypt, Cameroon, Morocco, Kenya, Ghana Uganda and Tanzania, as well as launching a site in the UK. Using its own warehouses and delivery teams, and a variety of payment options, Jumia has helped African consumers buy online as Internet penetration grows.
According to the World Economic Outlook Database by the International Monetary Fund, Angola is Africa’s fifth largest economy, with an estimated GDP of $142 billion for 2015. This means Jumia islaunching is country with a strong purchasing power and growing interest in consumer goods. Luanda is also one of most expensive cities to live in in Africa and there is a steadily increasing number of Internet and smartphone users, proving that now is an ideal time for online retail to establish itself.
Jumia’s African expansion has not been without controversy. A number of entreprenuers in Africa have rediculed the firm for burning loads of cash with an expection to reap later saying the money is good for educating the markets but might never come back. Other’s have blamed Jumia for its employment policy, getting inexperienced MBA’s and ex-McKinsey consultants who only know Africa from one work trip.
It’s delivery system has also been boggled with delays, a thing blamed on Africa’s poor road and geographic addressing systems. Nasper’s backed Konga.com, at one time alleged the firm was domain squatting on its country TLD’s in several markets and vowed to sue. Recently, Konga said it’s working out its African expansion move too.