E-commerce is one of the fastest-growing sectors in Africa, projected to reach over 153 million users by 2029.1 The size of Africa’s e-commerce market is projected to increase by nearly 40% in the next four years, reaching $56 billion by 2029, from $40 billion in 2025.2 In India, even faster growth is expected: the e-commerce industry is projected to expand from $67 billion in 2025 to approximately $100 billion by 2029, with 375 million users. While different types of e-commerce models exist (marketplace, social e-commerce, sales via own brand websites), this publication focuses on pioneering marketplace companies implementing ‘inclusive’ strategies. We define these as strategies enabling either improved inclusion of customers otherwise underserved (due to geographic or economic challenges), or improved livelihoods for value chain intermediaries. We will also show how these inclusive strategies not only create impact, but also drive growth and competitive advantages for the e-commerce companies implementing them.

As part of our commitment to give back to the community and support those in need, Jumia Kenya partnered with Red Cross Kenya to deliver essential household items and clothing to individuals affected by the devastating floods. The Jumia team met with the dedicated Red Cross staff and witnessed their incredible efforts in supporting over 81,000 individuals affected across more than 43 counties. Jumia is a leading e-commerce platform in Africa. Our marketplace is supported by our proprietary logistics business, Jumia Logistics, and our digital payment and fintech platform, JumiaPay. Jumia Logistics enables the seamless delivery of millions of packages while JumiaPay facilitates online payments and the distribution of a broad range of digital and financial services. Follow us on, Linkedin Jumia Group and twitter @Jumia_Group

As part of the eTrade for Women 2024 Masterclass for French-speaking Africa, 22 women entrepreneurs in the digital sector and e-commerce, visited the Jumia office in Dakar, Senegal, where a presentation about e-commerce in Senegal was done by the team. The Jumia team shared learnings and participants were able to acquire insights and strategies to propel their businesses to new heights. Jumia is a leading e-commerce platform in Africa. Our marketplace is supported by our proprietary logistics business, Jumia Logistics, and our digital payment and fintech platform, JumiaPay. Jumia Logistics enables the seamless delivery of millions of packages while JumiaPay facilitates online payments and the distribution of a broad range of digital and financial services. Follow us on, Linkedin Jumia Group and twitter @Jumia_Group