This is how shopping is often conducted in Ghana: The buyer picks a taxi or sits in his vehicle, drives through horrendous traffic, looks left and right wondering if the name of the shop sent to them was right, finally parks by the roadside and walks from shop to shop comparing prices and quality. Another scenario would be to drive to a popular market like Makola, struggle with hundreds of other shoppers in a bid to get to the shop of choice whilst having to swerve loads carried by porters and cars which often join the melee. After the buyer buys the products, they pay for a porter to carry the goods from point of purchase to perhaps a vehicle which exposes the goods to damage or theft. Now that is a lot of sweat!

Then to help solve this problem of shopping difficulties comes Jumia. Jumia, the leading online retailing company was first launched in 2012 and boasts of presence in Nigeria, Ivory Coast, Egypt, Morocco, Kenya, Uganda and Cameroon. Now Jumia is in Ghana and it promises to bring some order where shopping chaos reigns. Hurrah! I checked out the site to find an amazing array of products from electronics, home appliances, beauty products, clothing, perfume and so much more!

But why ecommerce? According to a 2013 report by McKinsey Global Institute, Ghana has 3.5 million internet users and an internet penetration rate of 55% in urban areas, while a quarter of city residents go online daily, the second-highest rate in Africa. In addition, it is one of Africa’s fastest-growing economies, with a GDP of $37 billion. This means that Ghanaians have an increasing purchasing power and are in a position to begin taking full advantage of online services.

With that research result, I believe its a time for Ghanaians to start taking seriously the growth of on online services which seek to make shopping a relaxing experience and not a stressful one.

With the multiple payment options being offered by Jumia, buyers are free to choose the one they are most comfortable and trust in. Security risk is always a fear which prevents many Ghanaian buyers from purchasing items online but i believe with Jumia this risk will be reduced.

To further buttress this, the Country Manager for Jumia Ghana, Temitope Aberejoe  commented: “This is another exciting step for Jumia. We are confident that Ghanaians will embrace the opportunity to shop easily and conveniently online, and are committed to maintaining our high standards of security, great value and fantastic service as we continue to expand across the continent.”


About Jumia

Jumia was the first African company to win an award at the World Online Retail Awards 2013 in Paris as the “Best New Retail Launch” of the year.

About AIH

Africa Internet Holding introduces and accelerates the online shift in Africa – for its people and its culture. It is committed to running successful and vibrant internet companies which boost the evolution of African online culture. AIH is the parent group of nine successful and fast-growing companies in more than 20 African countries, accounting for over 3000 staff. AIH cares about entrepreneurship and brings together all the key elements required to build great companies: team, concept, technology and capital. Its network of companies includes JUMIA, Kaymu, Hellofood, Lamudi, Carmudi, Zando, Jovago, Lendico and Easy Taxi.


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