We would suggest that you particularly monitor the international expansion strategy conducted by Jumia with the aim of expanding its presence in other countries. The group notably targets certain African countries. It should in fact be remembered that the Jumia Group currently markets its products and services in 13 of the 54 African countries.
The Jumia Group mainly exercises its activities in Africa although the company is actually based in Germany. Through its online sales platform this company operates in Algeria, Morocco, Tunisia, Kenya, Egypt, Uganda, Senegal, Ghana, South Africa and the Ivory Coast. Although the company currently employs nearly 5,000 people directly it actually works with nearly 100,000 more indirectly on the African continent.