Jumia and Xiaomi Partner to Drive Smartphone Penetration in Africa

Jumia, Africa’s leading e-commerce platform, has today signed a partnership with technology leader Xiaomi at the Mobile World Congress in Barcelona, giving millions of users in Africa easy access to Xiaomi products.

Through the partnership, Jumia will open the Mi official store on its platform and give Xiaomi access to millions of online customers across 14 countries in the continent, while Jumia will be able to offer Redmi Go (1GB+8GB) exclusively in Africa, as well as other devices later in the year.

The partnership will be supported by an ambitious joint-marketing plan over the full year 2019, leveraging Jumia’s digital assets and Xiaomi marketing capabilities, including the Mi fan community. This is the promising first step to a close partnership between both companies over the years to come.

According to Romain Christodoulou, Jumia Group’s Senior Vice President, the partnership is very important for the e-commerce platform as it will foster the smartphone adoption in Africa as well as support e-commerce penetration.

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“Xiaomi and Jumia have very similar internet DNA and will serve a common purpose: delivering the best in class affordable smartphones along with the best shopping experience. This will be very beneficial for both companies and above all for the consumers in Africa”, he said during the signing ceremony.

“We believe in working with companies that share our values and delighted to partner with Jumia to reach more Mi fans across Africa,” said Wang Xiang, Senior Vice President of Xiaomi.

He also added that the e-commerce model is part of Xiaomi’s DNA and is believed that working with Jumia will help Xiaomi bring innovation for everyone across the continent.

The partnership will initially cover Nigeria, Egypt, Kenya, Ivory Coast, Morocco, and Ghana, and aim to cover all other countries where Jumia operates. Most markets will be directly supplied from China, confirming the fast expansion of intercontinental trade in Africa.

Africa has seen the rise of affordable entry-level devices from price-focused brands especially from China, which remains a key driver of smartphone adoption in the continent. Smartphone penetration in Africa stood at approximately 36 percent in 2018, with the number expected to reach about 66 percent by 2025.

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