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FMCGs and everyday products key to e-commerce growth in Kenya, Jumia


Making Jumia an everyday brand is the company’s major mission this year. There is a clear shift by consumer online shopping behaviour towards everyday product categories mainly Fast-Moving Consumer Goods (FMCGs), Fashion, and Beauty categories. This trend, Jumia Kenya says is a key determinant in making the e-commerce platform your daily go-to online shop. The categories accounted for c. 65% of GMV in 2021, versus 60% in 2020. 

Daily customer purchases on Jumia indicate that everyday essentials could just be the key to e-commerce growth in Kenya. The company helps consumers access millions of goods and services while opening up a new way for sellers to reach consumers and grow their businesses.

“Our aim this year is to make Jumia your everyday brand. We want consumers to think of Jumia anytime they want to purchase anything from your sugar, salt, milk, soap, to shoes, you name it all. We have already started moving from high-value products to everyday products; consumables. It’s an important move for the e-commerce industry and that’s where we are deepening our presence, becoming a bigger part of everyday life for Kenyans.” says  Jumia Kenya CEO, Betty Mwangi.

The newly appointed Jumia Kenya CEO has hinted at key initiatives that will help drive this mission among them offering free delivery, a move aimed at offering convenient and competitive prices to consumers. Consumers are inquisitive when it comes to overall pricing and the convenience of buying online. The e-commerce platform hopes to make them shop more on Jumia and save money. 

Jumia Kenya has always been identified as a signature brand for mobile phones and electronic gadgets. Groceries and everyday essentials were the best-selling products on Jumia during the pandemic, and the company is evidently moving to where consumers are.  This the company says shows how the consumer is at the heart of every its decision.

The COVID-19 pandemic, subsequent lockdowns, and social distancing led more Kenyans to explore e-commerce more than they did before. Due to the nature of staying indoors for a long duration, consumers adopted the Do-It-Yourself (DIY) style of doing things from cooking, personal care, and basic services at home. This played a major role in the shift to online reliance on items like FMCGs and daily essentials, leading to a new revelation of the future of e-commerce in Kenya and other countries in Africa. 

“We will stay true to our mission which is to make people’s lives easier by helping them shop every day and pay for millions of products at the best prices. Overall, we are absolutely convinced that we have the right strategy to help grow the e-commerce platform in Kenya and continue supporting businesses,”  says Betty.

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