This report highlights Jumia’s remarkable achievement in penetrating underserved regions and bringing e-commerce opportunities to previously overlooked populations.

Jumia’s online marketplace provides an extensive selection of affordable products, with consumers stating competitive pricing as the major reason for shopping online.

The report cited Phones, Beauty & Perfumes, Men’s Clothing, Home (furniture, bedding, etc.) & Men’s Shoes as the most demanded categories by consumers in secondary cities and rural areas in Nigeria.

With an unwavering commitment to providing a comprehensive shopping solution, Jumia has successfully established a physical presence across the entire country, including remote areas, through its extensive network of 285 Pick-Up Stations (PUS) in hundreds of towns.

By collaborating closely with select logistics partners, Jumia has streamlined its supply chain operations, ensuring seamless delivery of products to these underserved markets.

Massimiliano Spalazzi, CEO of Jumia Nigeria, emphasized the company’s commitment to driving economic growth and improving lives through the expansion of e-commerce to secondary cities and rural areas.

He stated, “Bridging the digital divide and empowering communities with access to a wide range of products and services through our online platform is a testament to our mission. We take immense pride in revolutionizing shopping in the country, enabling SMEs to grow, and creating job opportunities for the youth.”

The report further underscores the important role played by JForce, a network of over 43,000 independent sales consultants, in educating consumers about Jumia’s offerings.

Through localized and offline marketing channels, JForce introduces rural populations to the world of e-commerce, fostering growth and driving brand adoption.

Jumia has become a catalyst for thousands of young entrepreneurs in Nigeria, offering them the opportunity to become their own bosses through e-commerce. These entrepreneurs earn commissions through sales on the Jumia platform, contributing to their economic empowerment.

As Jumia celebrates its 11th Anniversary, this report highlights the company’s dedication to driving sustainable growth, empowering communities, and closing inequality gaps across the continent.

According to Mr. Peter Alfred-Adekeye, Boom Founder and CEO, the founder of Boom, the app is now live.

“‘Our app, Boom which is a blockchain-powered e-commerce without banking application, is now live and available to all Nigerians from the 1st of October 2022.”

The Boom application can be downloaded for free in both IOS and Android in the Apple Appstore and Google Play store respectively.

Boom is available in Hausa, Igbo and Yoruba in addition to English, French and Spanish’.

In a signed statement sent to TechEconomy, Boom has four ecosystems that makes it such an important app for the day-to-day life of a Nigerian. ‘Boom’s eco-system consist of the following:

Boom Marketplace, where consumers discover products and services from local, national and global

brands and merchants. On Boom, we are all merchants;

• Boom Wallet, for sending, receiving and storing money, as well as paying for goods and services, locally, nationally and internationally;

• Boom Chats for ultra-secure text, audio and video communication;

• Boom Social for community building and management.’

Boom Wallet, for sending, receiving and storing money, as well as paying for goods and services, locally, nationally and internationally.

Speaking further, Peter Alfred-Adekeye, Boom Founder and CEO assures all that Boom is safe to use as all users are required to go through, KYC before completing registeration.

To ensure compliance with local and international regulations, all Boom users must go through KYC at signup, by taking a selfie with either a Government-issued identity card, driver’s license or passport after which their Boom account is activated’.

As a free and open eco-system, Boom can be used for consumer-to-consumer (C2C) money transfers, business-to-consumer (B2C) payments, business-to-business (B2B) transactions and also Government-to-Government (G2G) financial exchanges, especially intra-African, cross border settlements.

There are no fees of any kind on all transactions within Boom, and neither are there any advertising.

Boom’s native utility digital token that transmits value between transacting parties within the Boom ecosystem is the Multicoin (MTCN). It is an ERC-20 token that resides within the Ethereum blockchain. The

Multicoin processes all transactions within Boom by automatically converting fiat currencies between transacting parties.

This way, a merchant or consumer in Nigeria can purchase goods and services internationally by simply converting the Naira into Multicoins via Boom certified resellers nationwide.

On Boom, everybody can be a Multicoin reseller.
“Thanks to Boom, financial inclusion for all Nigerians and all Africans, is now a reality” states Peter Alfred-Adekeye, Boom Founder and CEO.

Following the past few years of significant e-commerce growth resulting from the Covid-19 pandemic, e-commerce in general and app marketing, in particular, have entered into a natural slowdown.

In 2022, e-commerce is no longer attracting the same volume of new users, and rising prices are starting to take their toll on marketing budgets and planning.

Heading into the holiday season marked by an economic downturn, supply disruptions, and continuing privacy changes and data restrictions, efficiency should be at the forefront of marketers’ minds.

On the continent, there was a general increase of 54% in e-commerce apps between January 2021 and July 2022. Unsurprisingly, the peak time for in-app purchases fell naturally during the Q4 holiday season, particularly in November. 

Regarding organic vs non-organic installs, shopping apps slowly saw their share of non-organic installs fall on Android in South Africa, perhaps a sign that marketers are spending less.

In January 2021, non-organic installs made up two-thirds of an app’s total installs. Approximately a year and a half later, in July 2022, this fell to 57%. 

In Nigeria, however, the opposite trend was recorded, with non-organic installs making up the vast majority of an app’s total installs – likely to do with lower cost-per-install (CPI), which has increased over time. In January 2021, non-organic installs made up 64% of an app’s total installs, whereas in July 2022, this was 79%. 

Commenting on the release of the report Shani Rosenfelder, Director of Market Insights at AppsFlyer, shared.

“The likelihood of a downward trend for e-commerce apps is not the end for marketers, as November is annually the best month for installs and sales across most markets with the likes of Black Friday. This year, especially, consumers might still have an appetite for spending in the holiday season thanks to the addition of the World Cup.

For this reason, apps should focus on remarketing to retain the users they did pick up over the past few years and publishers need to make the most of their owned media channels.”

Additional Key Insights from the report globally and for the continent include:

• E-commerce app marketers spent $6.1 Billion on user acquisition. Still, global ad spending nosedived over – 50% Year-over-Year (YoY) due to rising iOS media cost, post-Covid relative return to normalcy, and other macroeconomic conditions. Globally, app installs ad spending among e-commerce apps took a significant hit due to rising and volatile CPI, with a 55% YoY drop in Android in January, and a similarly steep 53% dive for iOS.
• Globally, thirty-day retention on Android declined 13% as mobile users continued to explore new apps and services. Meanwhile, iOS dropped 5% while reporting better overall retention than Android users, keeping with historical trends.
• Regarding app overall installs on the continent  – South Africa saw total e-commerce installs on Android grow 16% from H1 2021 to H1 2022. On iOS, they grew 12%. 
• In Nigeria, total e-commerce installs on Android dropped 28% from H1 2021 to H1 2022. On iOS, they dropped 18%. 
• In Kenya, total e-commerce installs on Android dropped 15% from H1 2021 to H1 2022