Jumia has ventured into advertising to restructure its business in Kenya. Sam Chappatte, CEO at Jumia Kenya announced the launch of Jumia Advertising in Kenya via his LinkedIn post.
According to Sam, Jumia Advertising was launched to enable agencies and partners access ‘c’ 2 to 3 million unique visitors per month (Google defines ‘c’ as 20% of the active internet population).
Further in the post, Sam explained what Jumia Advertising will do for agencies and partners:
“Their messages will reach highly targeted segments, right at the moment of purchase. For example, you are selling DSTV and hit people who are buying new TVs, or you are selling lager and can land your USP to customers about to purchase a competitor’s product.”
The advertisement platform is a strategy to recapture its dwindling business in Kenya. The announcement came shortly after it laid off staff at the Kenyan office.
It laid off up to 30 employees; approximately 6% of its workforce in Kenya. Jumia also suspended its e-commerce operations in both Cameroon and Tanzania to cut down on the losses it racked up since launch in 2012.
Jumia resorted to shutting down some of its African markets to arrest these challenges. Jumia’s venture into Advertising in Kenya is its latest move to salvage the situation and recapture the African market.
Jumia tested the Advertisement platform and it offered super conversion rates (CR) and click-through rates (CTR). The company is currently looking for a Business Development lead for its Advertising services in Kenya.
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