Jumia is an online marketplace that is hugely popular in Africa. And, it often seems, we don’t write and think about Africa enough, despite it being a continent with a burgeoning population of nearly one billion people.

But, that said, Africa is a small market: ecommerce represented a minuscule $20 million there in 2018 and even by 2022 there will be a growth rate of 11% amounting to almost $32 million according to predictions. These are not enormous numbers.

Jumia is a leading online marketplace available in Algeria, Cameroon, Egypt, Ghana, Ivory Coast, Kenya, Morocco, Rwanda, Senegal, Tanzania, Tunisia and Uganda. They claim to have 162 million registered and active members across those nations.