After opening a store on Jumia, sellers need to understand that the store’s order volume is directly affected by traffic and conversion rate. Traffic plays a leading role in order generation, so on the Jumia platform, it is crucial to drive traffic to store products. This article will explore how Jumia sellers can optimize the traffic of store products from different dimensions.
1. Product traffic
There is a famous saying in the e-commerce industry: “Good products bring their own traffic”, which means that good products should meet market demand. The African e-commerce market is still in a rapid development stage, consumer traffic is shifting to online, product categories need to be expanded, and product life cycles are long. This divides the market into “incremental” and “stock”, and sellers should enter the incremental market as soon as possible to occupy market share.
Although there are many opportunities, a good product is usually sold by more than one seller, so it is crucial to stand out in a highly competitive market. This can be achieved by optimizing the product listing, especially the title, main picture and pricing. An excellent title can increase search traffic, while a well-designed main picture and a reasonable price can also attract more buyers to click, thereby bringing more traffic.
For novice sellers, Jumia provides a certain degree of traffic tilt and support, and sellers should seize the best opportunity to maximize product traffic.
2. Category traffic
On Jumia, consumers usually search for goods by product categories. For example, if consumers want to buy shoes, they will click on “Fashion Category” and then select different categories, such as sports shoes or leather shoes. The seller’s products will be displayed in the corresponding category, which generates “category traffic”.
The ranking of category display depends on the product weight, which is comprehensively evaluated by multiple factors, including product sales and reviews. Therefore, sellers should choose the most appropriate and segmented category when listing products, and pay attention to avoid problems such as bad reviews, high return rates and deductions. On Jumia, if a product can maintain stable sales every day, it will rank higher in the category display.
3. Search traffic
Keywords represent the needs of buyers, and they can search for related products on Jumia by entering keywords. The ranking of products in search results is also determined by product weight. Product titles play a key role in search traffic, so it is very important to use long-tail keywords in the title properly, because these keywords have less competition and products are more likely to rank high.
4. Advertising traffic
Jumia provides an in-site paid advertising service called “Sponsored Products”. By using advertising properly, sellers can increase product traffic and thus get more orders. In the case of increased competition, sellers can attract more traffic by placing in-site advertising, especially when the platform is holding big promotions, the effect of advertising is usually better.
It should be noted that in-site advertising is only an auxiliary traffic tool, and sellers should not rely too much on advertising. Once familiar with advertising, sellers can also use advertising for product and image testing.
5. Event traffic
The Jumia platform offers a variety of marketing activities, which is one of the effective ways for sellers to attract traffic, because platform activities usually have huge traffic. Sellers should pay close attention to the event notifications provided by the merchant manager and understand the time of big promotions on the Jumia platform throughout the year to maximize the traffic of products.
However, it should be noted that not all products are suitable for participating in the platform’s activities, and the activity requirements vary from activity to activity. For example, products with too low a rating are usually not eligible for events, and for flash sales, sellers must offer competitive product prices.
In short, sellers should fully understand and optimize traffic from different sources on the Jumia platform to increase store product exposure and order conversion rates, thereby achieving successful sales performance. I hope these guidelines will be helpful to sellers so that store products can get more traffic and successful conversions on the Jumia platform.