Jumia—a Pan-African internet retailer and tech company—has faced challenges achieving its ambition of ‘delivering to the doors of millions’, but among its success stories is the ‘cash on delivery’ payment option allowing it to reach audiences who are unwilling or unable to make online payments.
‘Worried about paying online? Jumia has got the perfect solution for you,’ says an advert on the company’s Nigerian YouTube account. ‘Choose “pay on delivery” at checkout, your order will be delivered to you, and you can pay in cash or with your card. It’s simple, it’s easy and it’s safe.’
The Economist notes ‘the Amazon of Africa’ has experienced difficulties, with its share price dropping almost 90 percent in five years, but its outreach to more rural, cash-based communities is proving fruitful. CEO Francis Dufay explains: ‘I’ve read a lot of articles about Jumia that say there is not enough demand in Africa. The reality is much more complicated. The demand is scattered.’
