Table of Contents
Key Points
• Sunil Natraj leads Jumia Nigeria's rural expansion, focusing on underserved areas to boost market reach. • The strategy includes establishing localized hubs and increasing JForce sales agents to improve logistics. • Jumia is shifting its focus to core e-commerce operations by discontinuing its food delivery service in Nigeria by December 2024.
Jumia, Africa’s leading e-commerce platform, has launched a strategic expansion into Nigeria's rural and semi-urban regions, spearheaded by Jumia Nigeria CEO Sunil Natraj.
The initiative is part of Jumia’s broader strategy, guided by Francis Dufa, the Cote d'Ivoire-based executive, to democratize access to essential goods and services across the continent. In a statement, Jumia emphasized that the rural expansion aims to tackle longstanding logistical challenges and enhance service delivery in underserved areas.
The company’s focus includes localizing its operations by establishing hubs in targeted cities and expanding its JForce sales consultant network. Presently, Jumia’s logistics infrastructure includes 150 pickup stations and more than 7,000 active JForce agents in cities like Aba, Warri, Enugu, Ilorin, and Onitsha. Sunil Natraj’s vision for Jumia’s Nigerian expansion Under the leadership of Sunil Natraj, Jumia is working to bring the convenience of online shopping to every corner of Nigeria.
"At Jumia, our mission has always been to make everyday life easier and better for every Nigerian, regardless of their location," Natraj stated.
He highlighted that one of the most pressing challenges for Nigeria’s e-commerce sector is ensuring timely and cost-effective delivery. To address this, Jumia’s city expansion strategy targets smaller cities such as Nnewi, Eket, and Yenagoa, with plans to roll out these services by the end of the third quarter of 2024. This move aims to empower rural communities through job creation, increase digital inclusion, and improve access to essential products in regions where traditional retail options may be limited. Francis Dufa’s regional leadership guiding Jumia’s growth Although Sunil Natraj oversees the Nigerian operations, Francis Dufa’s continental leadership ensures that Jumia’s vision of creating a unified e-commerce platform for Africa is realized.
Under Dufa’s guidance, Jumia is not only expanding its footprint in Nigeria but also across various African markets. The rural push in Nigeria is a critical component of this broader plan, aimed at empowering local communities and promoting economic growth. As part of this expansion, Jumia continues to support its network of independent sales agents in rural areas through its JForce program. These agents use word-of-mouth marketing and personal networks to promote Jumia’s products, thereby driving growth in underserved regions. In addition to its expansion efforts, Jumia recently announced the discontinuation of its food delivery service, Jumia Food, in Nigeria by December 2024, as part of its plan to refocus on its core e-commerce business.
