Jumia Kenya offers Black Friday competitive edge

In the first week of Black Friday launch on Jumia Kenya, more than three million customers logged onto the Jumia platform to secure deals as the e-commerce leader launched its annual Black Friday on November 13th. While a first as it will last 30 days and promises to be the biggest ever, Jumia Kenya projects that it will be six times bigger than the 2016 one.

To capitalize on the longer sale period, this year’s sale on Jumia Kenya features 500,000 different products on sale, up from 30,000 last year. Comparatively, offline retailers in Kenya typically have between 20,000 to 60,000 products in their stores.

Upping its ante, a first for the continent, they have also launched a USSD code for shoppers. Jumia now accepts Black Friday orders through dialing *483*483# from customers. Managing Director Sam Chappatte explained that USSD is used by millions of Kenyans on a daily basis. “If we can make the process of ordering online for the first time a bit easier for customers by opening up new low cost channels, we will do them all. Our aim is to go mainstream and bring lower prices, convenience, choice and quality products to the masses”

General phone comparisons of a range of costs reductions are telling.

Black Friday on Jumia price reductions by percentages.


Black Friday Kilimall sale percentage reductions on phones.

Jumia Kenya’s Chief Commercial Officer, Diana Owusu says that Jumia’s best price strategy is coupled with the widest range of genuine products to help shoppers stretch their shilling and get more value out of their budget and spending. “Our commitment is to consistently bring shoppers the widest range of genuine products at the best prices.”

On specific products, Jumia Kenya is also proving to be superior with more variety and pocket friendlier prices in comparison to other online retailers.

A Lenovo IdeaPad 15.6″ HD sale on Amazon.


A Lenovo Lenovo IdeaPad 15.6″ HD sale on Jumia. On Jumia, it also comes with free back pack.

Kipe Kee, a fashion store at the popular Up market The Hub in Karen is offering a 15 per cent discount on all its products on Black Friday.


On Jumia, fashion products and accessories are ranging from 26 per cent discount to a high as 67 per cent.

In addition, a 32″ LED Digital TV – Black on Jumia and Kilimall shows the differences.

A 32″ LED Digital TV – Black on Jumia


A 32″ LED Digital TV – Black on Kilimall

Ms Owusu also highlighted the availability of customer protections on Jumia, which are not offered by most physical stores in Kenya. “Jumia customers can pay cash on delivery, enjoy a 7-day return policy, have access to device insurance, and also enjoy free shipping offers and discount vouchers,” Ms Owusu said.

She added that for those who like to shop abroad, Jumia features international stores where you can shop and pay in shillings and enjoy local shipping rates.

What is also exciting is the business moving more outside Nairobi. Sam affirmed that they are seeing increasing interest in smaller towns around Kenya, and expect that Nairobi will start to represent a smaller share of our business in the future as a result.

“After Black Friday tomorrow – Friday 24th, customers will get more Treasure Hunts, more Flash Sales, and 1000 more deals,” he added.

The Jumia Kenya Black Friday sale ends on December 13th.

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