Despite a penetration rate still below average, Africa can now be included in the list of regions where e-commerce is starting to strongly influence the markets.
Electronic commerce (also called e-commerce) has become in recent years, a very significant factor for African and even global economies. Even if the figures are not yet precise given the complexity of the different markets, we are however starting to notice a rise in the activities that develop via the web. From appliances to hotels, drinks and services, the majority of activities that take place in physical markets now find their place online. This push is relative to the context of globalization in which our markets are currently.
The African continent is no exception to this assertion which states that “e-commerce is the sector of the future”. Between ease of operations and multiplicity of offers accessible in a few clicks, electronic commerce has become very popular with African customers. Several companies are at the heart of this digital revolution, but the prize goes to the Jumia group, which operates in 9 areas of activity. With an estimated capitalization of over one billion euros, this multinational has succeeded in transforming a market still plagued by extreme difficulties. Funded by Rocket Internet, MTN, Milicom, AXA, Orange and Goldman Sachs, this group is considered the pan-African leader in e-commerce. Between online sales, car rental, real estate and hotel reservations, the 9 subsidiaries actively participate in the development of this growing sector. Among the subsidiaries present on the continent and one of the most important in Cameroon, there is Jumia Travel, the secular arm of the group in terms of hotel reservations. For the 2 years that it has been operating in this sector, Jumia Travel has managed to transform the mentalities of local populations.
This revolution fully benefits local businesses but also populations who demand well-being and simplification of procedures. “Since I discovered online shopping, I no longer bother to go shopping for television or even clothes, just log in and everything is easy for me” says a resident of the city of Douala
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