Jumia Review: Black Friday Campaign Highlights E-Commerce Growth In Nigeria’s Hinterlands

Jumia, Nigeria’s leading e-commerce platform, has reported significant success from its 2024 Black Friday campaign, which highlights the expansion of online shopping into rural areas. Running from November 1 to November 30, the campaign offered discounts of up to 50% on a variety of products, including mobile phones, electronics, fashion, beauty, and home goods, attracting millions of shoppers nationwide.

Jumia’s efforts to increase e-commerce accessibility across Nigeria were evident during the campaign, with hinterland regions such as Enugu and Calabar seeing growth of over three times compared to last year. Notably, more than half of the Black Friday orders originated from secondary cities and rural areas, underscoring the growing trust in online shopping among these communities.

The expansion of Jumia’s logistics network, which includes over 200 pick-up stations nationwide, was pivotal in making affordable goods available to customers in rural locations. Orders destined for pick-up stations increased by nearly two-thirds during the campaign, demonstrating the growing demand for more convenient access points outside urban centers.

“We’re thrilled with the results of this year’s Black Friday campaign. The surge in orders from rural regions shows how e-commerce is transforming communities by providing affordable, quality products to all. This success reinforces our commitment to expanding our logistics network and increasing the number of pick-up stations to meet the needs of our growing customer base,” said Sunil Natraj, CEO of Jumia Nigeria.