Kenya’s leading e-commerce platform, Jumia Kenya, has opened up its online platform to brands and corporate organizations for advertising.
The company’s CEO, Sam Chappatte, made the disclosure during the launch of the Jumia Advertising Services (JAS) at Movenpick Hotel on Friday.
“20 per cent of active internet users in Kenya are on Jumia each month. We know our customers well, from what they shop to how much they spend, and can use this to present relevant adverts to them,” said Mr. Chappatte. “This can enable our customers to discover relevant products & services, and will become a powerful digital marketing channel for advertisers.” Advertisers will now be able to access 2 to 3 million unique visitors per month through the newly launched Jumia Advertising product.
Mr. Chappatte further emphasized that their messages will reach highly targeted segments, right at the moment of purchase. For example, DSTV adverts will be presented to customers who will be seeking to buy new TVs. At the same time, adverts will be shown to customer’s who are searching for products from the advertisers’ competitors.
“We are launching Advertising in response to significant demand from agencies and brands. For effective digital marketing campaigns, you need data. This is what is special about our solution, and the primary reason why leading brands that have been piloting with us over the last months are coming back for more” Mr. Chappatte said.
With operations across 11 countries in Africa, Jumia is planning to target users geographically, and segment them based on their shopping behaviour at the most granular level.
The launch of Jumia Advertising Services is part of the company’s 2020 Strategy to increase the monetization of its platform. The company confirmed that it will also be opening up its extensive logistics network to third parties.