Now, Jumia, the poster child for African e-commerce, is taking its treasure hunt to rural markets in Nigeria. “Instead of expanding to new countries and creating new services, we will deepen our presence in rural communities.”Rural markets are not complete strangers to e-commerceJumia’s attempt at breaking into Nigerian rural markets might be the country’s first. “We want to be the channel or that to happen.”African rural markets are not unfamiliar with e-commerce. However, breaking into rural markets, or any market at all in Nigeria, is no easy feat. “When we tried out rural markets in Cot D’Ivoire, we had to factor in the fact that rural residents don’t have as much purchasing power as those in the cities.

Source: The North Africa Journal July 11, 2023 16:20 UTC