Jumia’s 2024 Black Friday campaign drives significant e-commerce growth beyond Nairobi

Jumia, Kenya’s leading e-commerce platform, concludes its Black Friday campaignmi tomorrow with early indications showing a resounding success.

The month-long event, which ran from November 1 to November 30, 2024, showcased an extensive assortment of over 10 million products, offering discounts of up to 50% across various categories, including mobile phones, electronics, fashion, home appliances, and lifestyle products.

The campaign saw e-commerce growth outside Nairobi surge almost three times higher than the growth rate within the capital city, Nairobi. This highlights the increasing adoption and trust in online shopping in rural and upcountry areas. Over half of the orders placed during the Black Friday campaign originated from upcountry regions, where access to quality goods has been historically limited. This trend underscores the vital role Jumia plays in bridging the gap between rural consumers and a diverse range of products.

.Jumia: Expanding e-commerce to rural areas of Kenya

While Jumia currently delivers to 300 towns across Kenya, there is a growing demand for additional Jumia pick-up stations. Customers are calling for Jumia to establish stations in 100 more locations, reflecting the platform’s expanding influence and customer base in rural areas.

“We are thrilled with the outcome of this year’s Black Friday. The significant growth in orders from upcountry areas demonstrates the positive impact our platform is having on providing quality goods to underserved regions and how e-commerce is relevant for the communities . Our commitment to expanding our logistics network and opening more pick-up stations is stronger than ever.” Said Vinod Goel, Jumia Regional CEO – East Africa.

The Black Friday campaign provided local businesses with an invaluable platform to reach a wider audience, boosting sales and fostering entrepreneurship. This effort aligns with Jumia’s broader mission to create jobs and drive economic growth through e-commerce.

Since introducing Black Friday to Kenya in 2014, Jumia has revolutionized e-commerce in Africa. The event has not only made online shopping more accessible but has also educated consumers on the benefits of digital platforms. As Jumia celebrates a decade of Black Friday, the company continues to innovate with improved logistics, diverse payment methods, and enhanced customer service, solidifying its pivotal role in Kenya’s retail landscape.