Jumia Nigeria, the leading e-commerce platform, has officially unveiled its highly anticipated 2023 Black Friday shopping event, bearing the theme ‘Let Your Pocket Breathe.’

This year’s campaign serves as a resolute declaration of Jumia’s unwavering commitment to assisting consumers in accessing top-quality products at the best prices despite the challenging inflation.

The Black Friday event, which has become a beloved tradition among Nigerians, was first introduced by Jumia in Nigeria and Africa in 2014.

It has continued to gain widespread popularity, significantly contributing to the nationwide adoption of e-commerce while reaffirming Jumia’s dedication to providing a convenient and reliable online shopping experience.

Commencing on Friday, November 3rd, 2023, and running through Thursday, November 30th, 2023, the month-long shopping extravaganza promises massive discounts across a wide array of product categories, spanning electronics, smartphones, fashion, beauty, home appliances, and much more.

In addition to offering exciting discounts, this year’s Jumia Black Friday is being conducted in collaboration with prominent brands, including Xiaomi, Diageo, Oraimo, Nivea, Adidas, Haier Thermocool, Pernod Ricard, Chi Limited, Infinix, Tecno, Bacardi, Defacto, LeDrop, Binatone, and Itel.

Massimiliano Spalazzi, CEO of Jumia Nigeria, expressed his enthusiasm for the campaign, emphasizing its theme of financial freedom for consumers: “We are thrilled to commence our annual Black Friday event, a shopping event that has become a staple in the hearts of Nigerians. We fully understand the constraints faced by today’s consumers – the desire for quality products that are still affordable. This year’s theme reflects our unwavering commitment to delivering exceptional deals to our cherished consumers, granting them the freedom to enjoy top-tier products and services without straining their finances. As we embark on the 10th edition of our Black Friday campaign, we are delighted to have partnered with some of the most renowned household brands and small and medium-sized enterprises to deliver the best offers to consumers.”

The Black Friday campaign will feature various engaging activities, including Treasure Hunts, Brand Days, Flash Sales, and Jumia Games, offering consumers the chance to win exciting prizes and unlock additional discounts on a variety of products.

Furthermore, the event will offer free shipping to consumers within select cities, including Lagos, Abuja, Ibadan, Warri, Benin, Abeokuta, Akure, and Port Harcourt.

Jumia’s Black Friday initiative has emerged as a vital element in propelling e-commerce adoption in Nigeria, and this year’s event promises to continue this trend by connecting millions of consumers with unbeatable deals, reinforcing the platform’s status as the go-to destination for convenient and cost-effective online shopping.

A recent report jointly released by the GSM Association (GSMA) and the UK’s Department for Business and Trade has shed light on the growing impact of e-commerce on micro, small, and medium enterprises (MSMEs) across Africa.

The report, unveiled at the Mobile World Congress in Kigali, emphasizes the potential of e-commerce to boost new markets, profitability, and resilience for MSMEs.

Despite the continent’s progress in improving connectivity and mobile technology adoption among both businesses and consumers, online retail in Africa still accounts for a lower proportion of total retail sales compared to other regions globally.

The report highlights that while the number of online shoppers in Africa is on the rise, there is immense room for growth. In 2022, only an estimated 400 million out of 1.4 billion people on the continent used e-commerce services.

However, market forecasts indicate a promising future with an expected surge in online shoppers to 600 million by 2027 in Africa.

To better understand the dynamics, the report is based on interviews with 1,500 MSMEs engaged in e-commerce in countries such as Egypt, Ethiopia, Ghana, Kenya, Nigeria, and South Africa. The findings also incorporate insights from experts in these countries, as well as Rwanda, Senegal, and Tanzania.

The research aims to provide a comprehensive understanding of the market to help MSMEs harness the digital opportunity while assisting donors and development partners in designing more effective interventions to support MSMEs in Africa.

Among the challenges identified in the report are limited financial resources, a shortage of digital skills, regulatory gaps, underdeveloped legislation, low adoption of digital payments, and logistical complexities, including unreliable delivery systems.

Smartphone penetration remains limited in some areas, contributing to low digital literacy and trust issues in online purchases.

As a response, the report suggests various recommendations to boost e-commerce in Africa, such as offering financial products and reskilling support for MSMEs, improving connectivity, making smartphones more affordable, reviewing and clarifying policies and laws, shifting towards digital payments, and enhancing reliable and affordable delivery and transport systems.

The report also highlights the role of women in e-commerce and suggests targeted interventions to further support their businesses.

Overall, the report underscores the potential of e-commerce to drive digital transformation, cross-border trade, and entrepreneurship in Africa and calls for collaborative efforts to address challenges and promote growth in this sector.