E-commerce now bets on rural areas to grow market

A man from Jumia online shopping cycling as he makes office & home deliveries.[Wilberforce Okwiri,Standard]

Vinod Goel, the East Africa Chief Executive of Jumia believes he has cracked the code to grow the e-commerce platform into an unrivalled firm in the region’s rural market.

The 2024 Black Friday campaign provided the light bulb moment as he revealed that the orders grew exponentially increasing by 70 per cent