According to a 2013 report by McKinsey Global Institute, Cameroon is Africa's 13th-largest economy, with a nominal GDP of $26bn and an economic growth rate of 4.7% in 2011. Cameroonians therefore have a strong purchasing power, and are increasingly interested in consumer goods. Although internet penetration in the country is still low, it is growing largely thanks to the rise in smartphone use, meaning that now is an ideal time for online retail to establish itself.
Jumia first launched in 2012 and has already successfully brought e-commerce to Nigeria, Ivory Coast, Egypt, Morocco, Kenya, Ghana and Uganda, as well as launching a site in the UK. With its own warehouses and delivery teams, as well as a variety of payment options including cash on delivery, credit card and mobile money, it has adapted the global megatrend for African consumers and won the trust of a large and constantly growing customer base.
Christina Hawley, Managing Director for New Countries at Jumia, commented: "This is another exciting step for Jumia. We are confident that Cameroonians will embrace the opportunity to shop easily and conveniently online, and are committed to maintaining our high standards of security, great value and fantastic service as we continue to expand across the continent."
