From Informal Markets to E-commerce: The Jumia Story
12/07/21 • 33 min
How do you convince Africans — both buyers and sellers — to move from informal outdoor markets to e-commerce? Juliet Anammah of Jumia Group is up for the challenge. Listen to her interview for the Stanford Entrepreneurial Thought Leaders Series to learn how Jumia is breaking down traditional barriers with technology.
Jumia operates in 11 countries. It’s the largest e-commerce platform on the African continent and the first African tech startup to be listed on the NYSE. But e-commerce still represents less than 5% of total retail, which means there is tremendous upside if the company can overcome all the obstacles. Jumia is seeking to do just that by creating a marketplace that connects buyers with sellers, integrating with third-party providers, building trust with buyers, providing training and data analytics to sellers, and engaging with regulators. The ultimate goal: to improve lives on the continent using the power of the internet.
As former CEO and now chairwoman of Jumia Nigeria and chief sustainability officer of Jumia Group, Anammah has her hands in all of it, as she explained at the Stanford Entrepreneurial Thought Leaders Series event.
Jumia’s strategy is to integrate with existing third-party solutions to handle everything from logistics to delivery to payments, creating a full digital ecosystem. “It's an asset-light model. You have people who have tricycles and vans and so on, but what was lacking was always the technology to integrate that together and to use the data to make quality decisions.” Anammah continues, “The real value you bring to consumers is not limiting them to your own solution — it is actually giving them a platform through which they could use whatever payment method methodology that they have.”
Jumia is breaking down more than just trade barriers, but gender ones as well. “At least in Nigeria and Kenya, which are key markets, about 51% of our sellers are actually women. It’s a gender agnostic environment. You could be a fashion seller, you could be an electronic seller, and you know you don't have a lot of physical markets where someone can make those kinds of gender-related decisions that could be forbidden.”
Anammah believes that the power of the platform extends far beyond commerce, driving development and creating jobs across the continent. “In the end, reducing inequality is so critical and is a big part of how we create value. And how we create sustainable improvement in quality of lives on the continent is by asking ourselves: What more can we do?”
Listen to Anammah’s entrepreneurial journey as a guide for your own. Hear about the challenges of building a marketplace business, competition, expansion plans, sustainability efforts, and more.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
How do you convince Africans — both buyers and sellers — to move from informal outdoor markets to e-commerce? Juliet Anammah of Jumia Group is up for the challenge. Listen to her interview for the Stanford Entrepreneurial Thought Leaders Series to learn how Jumia is breaking down traditional barriers with technology.
Jumia operates in 11 countries. It’s the largest e-commerce platform on the African continent and the first African tech startup to be listed on the NYSE. But e-commerce still represents less than 5% of total retail, which means there is tremendous upside if the company can overcome all the obstacles. Jumia is seeking to do just that by creating a marketplace that connects buyers with sellers, integrating with third-party providers, building trust with buyers, providing training and data analytics to sellers, and engaging with regulators. The ultimate goal: to improve lives on the continent using the power of the internet.
As former CEO and now chairwoman of Jumia Nigeria and chief sustainability officer of Jumia Group, Anammah has her hands in all of it, as she explained at the Stanford Entrepreneurial Thought Leaders Series event.
Jumia’s strategy is to integrate with existing third-party solutions to handle everything from logistics to delivery to payments, creating a full digital ecosystem. “It's an asset-light model. You have people who have tricycles and vans and so on, but what was lacking was always the technology to integrate that together and to use the data to make quality decisions.” Anammah continues, “The real value you bring to consumers is not limiting them to your own solution — it is actually giving them a platform through which they could use whatever payment method methodology that they have.”
Jumia is breaking down more than just trade barriers, but gender ones as well. “At least in Nigeria and Kenya, which are key markets, about 51% of our sellers are actually women. It’s a gender agnostic environment. You could be a fashion seller, you could be an electronic seller, and you know you don't have a lot of physical markets where someone can make those kinds of gender-related decisions that could be forbidden.”
Anammah believes that the power of the platform extends far beyond commerce, driving development and creating jobs across the continent. “In the end, reducing inequality is so critical and is a big part of how we create value. And how we create sustainable improvement in quality of lives on the continent is by asking ourselves: What more can we do?”
Listen to Anammah’s entrepreneurial journey as a guide for your own. Hear about the challenges of building a marketplace business, competition, expansion plans, sustainability efforts, and more.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Previous Episode
The Future of Debt: Can Fintech Fill the Gap?
How can small businesses gain access to the working capital they need? Zach Bijesse of Payhippo and Tunde Kehinde of Lidya are trying to figure it out. Hear how new technologies are changing the future of lending for small businesses in Nigeria, Africa, and the world.
With over 200 million people and 40 million small businesses, Nigeria is the perfect spot to launch a fintech company that’s trying to push the boundaries of how businesses get capital. Both Zach Bijesse and Tunde Kehinde saw a huge market opportunity in Nigeria with its sheer size and strong startup culture. Their companies, Payhippo and Lidya, respectively, are using artificial intelligence and machine learning to make lending faster and more accessible for entrepreneurs, and in turn, more successful for this new breed of lender.
Zach makes the problem clear: “Businesses can’t get money in Nigeria when they need it. It’s that simple.”
Tunde believes that artificial — and human — intelligence are key to filling the small business lending gap. “Humans are involved in setting the rules. I think on average per loan, we have close to a thousand data points we look at. And so humans are looking to say, based on our assessment criteria, is it working or not working? And if it's not working, how do we tweak the rules to make sure the recollection is done properly?”
Likewise Zach’s Payhippo endorses ongoing experimentation and the importance of training their algorithms to get better over time. “People forget that you can only train your machine learning algorithm based on your data set. So, you know, we have a few defaults in our loan portfolio. That's not a bad thing. You just have to give loans and figure out what works.”
Unlike most entrepreneurs, these two aren’t intimidated by competition, even from banks themselves. Instead, they’re always looking for opportunities to collaborate and partner. As Zach explains, “there's a $46 billion opportunity for small business lending in Nigeria. Why would Payhippo need to take one hundred percent of the market? Let's keep growing and do what we do. And then once we get a little bit of bandwidth, it'd be great to empower the other guys and collaborate with them. That's really exciting to us because then the whole financial infrastructure develops and it's better for everyone.”
Listen to Zach and Tunde’s story to learn how technology and new ways of thinking can impact how you approach and solve your specific business and market challenges.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Next Episode
Profile of Purpose: Making a Difference
Meet Wandia Gichuru, CEO and co-founder of Vivo Activewear, a Kenya-based fashion brand made for the modern African woman. In an industry dominated by imports, Wandia is creating clothing that instills confidence and makes a difference in the lives of both her customers and her employees.
Wandia didn’t dream of being a designer all her life. But she has always been passionate about making an impact. Now she’s doing that one dress at a time —creating clothes made in Africa, for African women that “takes into account our different body shapes, sizes, skin tones, lifestyles, and style preferences. Women haven't known what it feels like to wear something that was made with you in mind. It’s more than just clothing and style. It's about what makes you feel more confident, appreciated, or accepted.”
Empowering women extends to her company as well. She strives to create work- life balance for her employees, 70% of whom are women. Vivo provides meals everyday, health insurance, training, and no one works more than five days a week, which is uncommon in Kenya. While it hasn’t been easy, the struggles are turning into successes — Vivo is increasing its revenue, employing more women, raised capital, launched an e-commerce fashion platform, and expanded to Rwanda.
Wandia does it all for the women. “What drives me for sure, and hopefully the business as a whole, is the opportunity that we have to inspire women and change the way we see ourselves.”
Listen to Wandia’s mini profile to learn how one entrepreneur’s passion can make a world of difference.
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See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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