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How Jumia is Contributing to the Nigeria Economy – Nicholas Martin

Nigeria is Jumia’s Biggest Market – Nicholas Martin

 JUMIA  Nigeria is an online shopping site for a wide range of electronics, fashion, home appliances and kid’s items. The business was founded in 2012 by a team that included Jeremy Hodara, Sacha Poignonnec, Tunde Kehinde, Raphael Afaedor, and Leonard Stiegeler, with funding from Rocket Internet. As of 2015, Jumia has warehouses in ten other countries, including: Egypt, Morocco, Kenya, Cote d’Ivoire, Uganda, Ghana, Cameroon, United Kingdom, Tanzania and Angola. It is one of the largest online shopping stores in Nigeria with over 50,000 different products in stock across over 30 retail categories. The website gets over 700,000 weekly visitors and it’s one of the most visited sites in Nigeria. The product offerings are carefully tailored towards the Nigerian consumer. The company is recognized one of the best online shopping sites partly because of it’s innovative approach to e-commerce and relentless commitment to customer satisfaction. It is rapidly becoming a household name in Nigeria with it’s main rival being Konga.com. Jumia’s mantra is to offer Nigerian consumer a shopping experience that is convenient, consistent, safe, and second to none.


Chief Executive Officer and Managing Director, Jumia Nigeria Limited, Nicholas Martin, is the man behind the online retail brand outfit redefining shopping in Nigeria. He narrates how Jumia is contributing to the growth and development of the Nigerian economy over the years.

What is the secret of your success?

We are trying to be humble, hungry and hardworking, if you are humble and hardworking, that is where success lies. We also look around for opportunities. Nigeria is a country where so many opportunities lie. In Nigeria, a lot of people are hungry and hardworking. To be successful in life, there is a need for you to chase something with focus.

Don’t be too full of yourself and endeavour to embrace failure when it comes. I don’t know if we are successful because I don’t know what success is. Jumia is one of the popular online markets; it is more of a social responsibility and a way of trying to give back as much as we can to the numerous generations yet to come.

What are the potential and contributions of online markets to the Nigerian economy?

It is a very good question; I think it is moving so fast. I’m confident that in 10 to 20 years to come, it is going to be bigger than oil. I think this is the size of the evolution and transformation of the Nigerian economy. The economic boom will come with millions of Nigerians developing their businesses within and outside the shores of Nigeria. Believe me, Nigeria is a land filled with lots of opportunities.

What is your advice to Nigerians?

My first advice is for them to know how to be passionate; it can be about fashion, music, food or anything. What Jumia is trying to become is to unleash the digital world and for Nigerians to get their passion across to the world, I feel it’s time for people to stop thinking the solution lies solely on government.

It lies within you.

Any plan to help Nigerians get their passion across to the world?

We are allowing dozens of new fashion designers every year to become an automatic market. It’s just about small markets, shops and small capital because Nigerians have access to the internet. Jumia is giving them a platform to make an income. They can learn how to unfold their talents and design new clothes.

What do you think Nigerian youths should engage in to have an edge over others?

The biggest market for Jumia is Nigeria. We are partnering Tech+ and MTN to create value for everyone. Obviously, Nigeria is on the upfront. I think Nigeria is the best place where the next mobile evolution is going to come. Already now, we have thousands of people that download the Jumia application and are making purchases.

Why did you choose to partner Tech+ and MTN?

It is because they are good fora for those that have a passion for technology, with 60 -70 per cent of youths having mobile apps on their phones.

How does Jumia intend to enhance the standard of living for Nigerian youths through job creation?

Thousands of jobs have been created for Nigerian youths by Jumia.

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