How Jumia Absorbed The Online Retail Store

Jumia is an ecosystem of online commerces, marketplaces and classifieds websites and applications, formerly known as Africa Internet Group (AIG).

It was launched in Lagos in 2012 by Tunde Kehinde and Raphael Afaedor who have successfully expanded the online shopping website which offers nine services in more than twenty-two countries across Africa.

The company offers different lines of services including that of Jumia Food (formerly HelloFood), Jumia Travel (formerly Jovago), Jumia Market (formerly Kaymu), Jumia Car (formerly Camudi), Jumia House (formerly Lamudi).

But before we acquaint you further with details about the e-commerce company, here are some stories behind the online business start-up that took Nigeria by storm.

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As earlier noted, Tunde Kehinde and Raphael Afaedor were the CEOs of the e-commerce app in Nigeria but later announced their exit on February 2014, to start their own business.

According to Kehinde who spoke to Daily Trust back in 2013, the story of Jumia started with Afaedor who was already in Nigeria managing an e-commerce venture in mid-2012 with a multimillion-dollar investment from Berlin-based Rocket Internet.

Both later formed a partnership to work on the retail platform with teammates Jeremy Hodara, Sacha Poignonnec, Massimiliano Spalazzi, Andrea Di Natale, Sefik Bagdadioglu, Fanny Ponce and Justin Christianson.

The business environment in Nigeria is relatively difficult considering the insufficient electric energy supply many small or medium scale business ventures usually suffer.

This in turn often causes profit and capital losses. This makes Jumia’s venture into the country quite inspiring since the deficit in internet penetration and online savvy folks in Nigeria has not deterred the efforts of the company.

Initially, Jumia started with 3 employees but has recruited up to 1500 staff with a fleet of over 500 vehicles, delivering to locations all over Nigeria and other countries such as  Egypt, Morocco, Kenya, Ivory Coast, Uganda, Ghana, Cameroon, and Tanzania.

Its claims 18 delivery hubs scattered around the major cities in Nigeria and deliveries to all 36 states with a wide assortment of over 100,000 products.

After Kehinde and Afaedor resigned earlier in 2015 to pursue other ventures, they were succeeded by Nicolas Martins and Jeremy Doutte.

From Kaymu to Jumia Market

Jumia was simply added to whatever service the company offered, so Kaymu became Jumia Market. This was announced by AIG via a combination of a live Periscope broadcast and Twitter feed updates in 2016.

According to the internet group, the former platforms exploring food, real estate, automobile, travel, and general goods market will become a part of the Jumia franchise.

Kaymu which is a community based online market, started operations in Nigeria and Pakistan in 2013. The CEO of Rocket Internet, Oliver Samwer, described Kaymu as a platform that builds Internet companies rather than as investors, innovators or startup incubators as perceived.

Rocket Internet oversees all of its business affairs in Africa through AIG which has shared ownership among Rocket Internet, MTN and Millicom, Goldman Sachs and CDC.

Besides Nigeria, Kaymu, now Jumia Market currently operates in  Algeria, Angola, Cameroon, Ethiopia, Gabon, Ghana, Ivory Coast, Kenya, Morocco, Mozambique, Rwanda, Senegal, Tanzania, Tunisia, Uganda, Egypt and Zambia.

Meanwhile, in other continents such as Asia and the Middle East, it still operates as Kaymu.

Jumia Target

Like Amazon and eBay, Jumia targets people who surf the internet for items to purchase, keeping in mind that at some point, individuals – young and old alike, must come across something they need to purchase.

The retail platform usually sources its products directly from all the brands including Nokia, Blackberry LG, Samsung (that is, for electronics).

Jumia Pickup Stations in Nigeria


The Company’s headquarters is located at Yaba market, Lagos state, but it subsequently launched more pickup stations in 2015 in other states in Nigeria including:

  • Kaduna: No 3 Suleiman Cresent Off Alkali Road, After first band, Angwan rii, GRA.
  • Ketu: 11/12 Alibaba St Off Ikorodu Road By NNPC Filling Station, Lagos.
  • Computer Village: NO 5, Pepple Street, Computer Village, Ikeja,
  • Lagos: No 8 Abiodun Aina Street, Abule-Egba, Lagos.
  • Calabar: 127 Goldie Street by Amika Utuk.
  • Rivers State: Trans-Amadi Plot 277/ 278, Trans-Amadi Industrial Layout, PortHarcourt.
  • Benin: 1, Limit extension opposite Edo indoor sports complex, Limit Road, Off Sapele Road, Benin City.

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Conquests in Nigeria

  • First African company to win the world retail awards in 2013 with the previous winners including ASOS and
  • Success Digest – Innovative business of the year 2013.
  • Leadership ICT company of the year 2013
  • Ecommerce website of the year (Beacon of ICT Award).
  • Orange Academy brand Wall of Fame
  • Rima Awards – Best use of Mobile App – Jumia App.
  • BJAN Awards – Best Retail Brand.
  • The company set-up the 1st e-commerce Academy in Nigeria, the Jumia Academy, building young entrepreneurs pioneering various aspects of business in Nigeria
  • Jumia broke the internet during its Black Friday mega sales with over 1, 500, 000 visits in a single day. A record-breaking feat in the Nigerian retail industry.
  • Exclusive launches of the Innjoo brand and St. Genevieve fashion line by the most popular actress in Nigeria.
  •  Jumia Nigeria relocated to a 90,000 square feet warehouse in 2013.
  • Became the largest e-commerce campus in West Africa.

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