Detailed explanation and strategies of Jumia platform’s marketing nodes throughout the year

As the largest e-commerce platform in Africa, Jumia performs well in marketing and promotion, with medium and large promotions almost every month throughout the year. This article will introduce in detail Jumia’s main marketing nodes and their characteristics.

1. Clearance Sale and Jumia Loves You Elections Campaign

Time: January-February, the date is not fixed and depends on the specific election date. It lasts for one week.

As various African regions led by Nigeria enter the stage of head-of-state elections, product prices on the market have generally increased. In order to alleviate the pressure of high prices on consumers, Jumia launched a clearance sale during this period to satisfy shopping needs during the election. Large discounts are offered during the event, making it a good time for consumers to buy high-priced items, such as the latest smartphones or large and small appliances.

2. Mobile Week

Time: March-April every year, for one week.

Mobile Week is one of Jumia’s highest-level promotions and the platform’s largest mobile sales season. During the event, the platform conducts large-scale promotions for mobile phones and accessories, and provides additional support such as free delivery services when the amount is exceeded. In recent years, the most popular mobile phone brands on the Jumia platform include China’s Infinix, Tecno, Huawei, South Korea’s Samsung and the United States’ Apple.

3. Big Home Makeover (large home renovation plan)

Time: March-May every year.

The event focuses on home products and aims to attract consumers’ attention to interior design through the lowest prices throughout the year. During the event, sales of design homewares, furniture and appliances such as chairs, cushions, side stools, lighting and wall hangings increased significantly.

4. Jumia Anniversary

Time: June-July every year, for half a month.

Jumia Anniversary is one of the platform’s highest-level promotions, offering the biggest discounts, tons of coupons, free shipping, flash sales and more. During 2019, the daily number of coupons issued reached 500,000. Due to the relative scarcity of supplies in Africa, sales of almost all categories during the anniversary celebrations were several times higher than usual.

5. Africa Cup of Nations

Time: June-July every year.

This event has become an important promotional node for Jumia since 2019. Since football is the most popular sport in Africa, this event attracts many consumers. During the event, football-related peripheral products received more traffic support.

6. Jumia Global (Jumia Global Shopping)

Time: September-October every year.

Jumia Global is a top promotion exclusively for Chinese sellers, and local African sellers cannot participate. Although information is limited, it can be expected that the event will include heavy discounts and platform support.

7. Black Friday

Time: The fourth Friday of November each year.

As a world-renowned e-commerce festival, “Black Friday” is equally popular on Jumia. As Christmas is approaching, consumers tend to buy gifts and decorations, and all categories can enjoy discounts of up to 90%. In particular, sales of women’s fashion, mobile phones, sports fitness and home kitchen products have surged.