Jumia Review Black Friday Campaign, Lauds e-Commerce Growth Into Hinterland

Nigeria’s e-commerce platform, Jumia, said its 2024 Black Friday campaign has achieved remarkable success as it accelerates the growth of e-commerce into the hinterlands.

The campaign, which took place from November 1 to November 30, featured discounts of up to 50 per cent across categories such as mobile phones, electronics, home and living, fashion, and beauty, drawing millions of shoppers nationwide.

According to the statement made available by the company, the 2024 campaign highlighted the positive impact of Jumia’s ongoing efforts to expand e-commerce accessibility across Nigeria.

According to the statement, hinterlands like Enugu, Calabar are growing by over three times year-on-year, with over half of Black Friday orders originating from secondary cities and rural areas.

The statement, however, stated that the trends underscore the growing trust in online shopping among rural communities and Jumia’s commitment to bridging the retail gap.

Jumia’s logistics network, supported by over 200 pick-up stations nationwide, played a key role in enabling access to affordable goods for customers outside urban centers. During the campaign, the share of orders to pick-up stations grew by nearly two-third, showing the increasing need for additional pick-up points. This further reflects the company’s rapid growth and influence in secondary cities and rural areas.

“We’re delighted with the results of this year’s Black Friday campaign. The surge in orders from upcountry regions demonstrates how e-commerce is transforming communities by making affordable and quality goods accessible to all. This growth reaffirms our commitment to expanding our logistics network and opening more pick-up stations to serve our growing customer base,” CEO of Jumia Nigeria, Sunil Natraj, said