The “Amazon of Africa” is trying to enable third-party e-commerce rather than sell more stuff

Yomi Kazeem
·6-min read
The “Amazon of Africa” is trying to enable third-party e-commerce rather than sell more stuff

Back in 2012 when it first launched, Jumia’s long-term goal was to become the leading e-commerce player on the continent. If customers wanted to buy it, Jumia—often referred to as the Amazon of Africa—wanted to be able to sell it. It was similar to the way Amazon itself started first with books and CDs and then eventually an Amazon of nearly everything.