From Kenya to Nigeria, Jumia Tries to Match What Amazon Delivers

Jumia is trying to build Africa's dominant online marketplace for consumers from Kenya to Nigeria to Egypt. So far, Jumia has attracted about 7 million customers - a bright spot as the company battles through financial losses and headaches including delivery challenges and volatile markets.

Fashion, food and online financial services through Jumia Pay are pulling in the customers for the company sometimes called the "Amazon of Africa."

I share my experience with using Jumia in Kenya and dig up crucial details about the company from its disclosures to American regulators. Let me take you inside the company that is pioneering online shopping in Africa.

This is a story rooted in America and Europe too. In 2019 Jumia made a splash by listing on the New York Stock Exchange, sending the message that African tech -- and the African consumer - had arrived on the world stage. Based in Germany, yet relying on Africa for a big win, Jumia is quite the multinational company.

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