Jumia Eyes More Revenue Through Brand Ads on its Platform

Kenya's leading e-commerce retailer, Jumia has opened up its online platform for corporates to advertise their brands in line with its vision for 2020 aimed at driving business sustainability and profitability.
  • 20% of active Internet users in Kenya are on Jumia every month.

Kenya’s leading e-commerce retailer, Jumia has opened up its online platform for corporates to advertise their brands in line with its vision for 2020 aimed at driving business sustainability and profitability.

“We are launching Jumia Advertising in response to significant demand from agencies and brands. For effective digital marketing campaigns, you need data. This is what is special about our solution – and why leading brands that have been piloting with us over the last months are coming back for more”  he added.” said Jumia Kenya Chief Executive Officer Sam Chappate. 

He said performance marketing is cost-effective, unlike brand marketing campaigns that fall short on specific customer needs.

With operations across 11 countries in Africa, Jumia plans to target users geographically and segment them based on their shopping behavior.

“Twenty percent of active internet users in Kenya are on Jumia each month. We know our customers well and can use this to present relevant adverts to them. This can enable our customers to discover relevant products and services.”

“For instance, DSTV ads will be presented to people who are buying new TVs, or when selling beer, key messages can be shown to customers who are looking at a competitor’s products,” he said.

The Jumia CEO allayed fears over possible violations of consumer rights in the use of personal data collected during online transactions for effective digital marketing campaigns.

Jumia’s loss before tax almost doubled in the third quarter of 2019 by 34 percent to KSh6 billion compared to KSh3.9 billion in a similar period in 2018.