Customers are heavily anticipating the most awaited shopping season of the year, Black Friday, leaving online retail merchants in competition to penetrate the biggest share of online customers. Egypt has led the pathway in E-commerce in Africa, pioneering technological advances with unprecedented customer satisfaction in the rapidly expanding industry. With this in mind, customers have taken advantage of the shopping season annually on Jumia’s platform, with expected offers from over 3,000 brands and up to 200,000 offers running for an entire month this year.
E-commerce has seen significant growth the past 5 years, with increasing internet penetration in both desktop and mobile usage. Egypt was home to 96.2 Million mobile subscriptions with a penetration rate of 108.5%, positioning the e-market as the center of retail development opportunities. With this in mind, Jumia introduced the historical Black Friday shopping season in 2014 in Egypt, which originated in the United States to mark the beginning of the Christmas gifting season. Discounts and offers are usually the highest in the entire year, making it the most anticipated period to hunt for exclusive promotions.
Hisham Safwat, CEO of Jumia Egypt, discussed the success of the campaign on an annual basis stating, We are thoroughly proud to be the market leaders in e-commerce in Egypt, and will continue to innovate in the sector to ensure that our customers benefit from specialized offers with the best quality service annually. This year, we expect higher traffic, with offers multiplying at least 5 times over the previous year . The website’s user-friendly online platform is tailored for ease in shopping, where the company is continuously innovating technological advances for delivery services to create convenient provisions for customers such as the range of payment options. This complements the company’s strategy to ensure customers find what they need in time at the best price.
Hisham added, As Jumia’s influence in the online retail category rises, distributors and brands compete with their best offerings that will rise to up to 80% during Black Friday. The company continues to invest in research and partnerships with retailers that are opting to join Jumia’s shopping ecosystem.
The categories include family Sundays, electronic Mondays, home appliances on Tuesdays, fashion and beauty Wednesdays, and phone and tablets on Thursdays among other offers including baby products and one-off deals. The offers more than tripled from 2012 to 2015 reaching 30,000 offers, and site visits doubled from 2015 to 2016 alone with an unprecedented 8 Million visits and 150,000 customers with 20,000 orders being placed in just an hour of the 14-day campaign.
Creating a success story in the e-commerce industry, Jumia will continue to celebrate achievements as sector growth rises in the country. The influence of internet penetration will allow the e-market to significantly impact shopping habits, and pressure companies to innovate in the industry through technological advances, catering to the massive customer base. Pioneering companies existing in the market, as Jumia showcases, will drive a fundamental shift in retail through digitalization despite the economic performance fluctuation.