Overview of hot-selling products on the Jumia platform and analysis of trends in household products in the African market
As we all know, the development of the African region is relatively backward, and the manufacturing industry in many countries is underdeveloped or even non-existent. Therefore, consumers in African countries mostly focus on necessities in daily life when shopping. Jumia’s statistics show that electronic products such as mobile phones and computers and small household appliances are the categories with the highest number of views on the platform. In addition, the conversion rate of maternal and infant products is very high, because Africa has always been the region with the highest birth rate in the world.
The overall e-commerce environment in various countries in the African market is similar. Among them, 3C, beauty and personal care, men’s clothing and shoes, and home furnishings are all hot-selling categories on various websites, but the specific rankings are slightly different. Below we will list in detail Jumia’s best-selling categories on various sites and explore the performance of home furnishings in the African market.
Nigeria Station
Hot-selling categories: mobile phones and accessories, beauty and perfume, clothing and shoes, household products and 3C accessories.
Kenya Station
Hot-selling categories: fashion accessories, beauty and perfume, home furnishings, clothing and shoes, and 3C accessories.
Cote d’Ivoire Station
Hot-selling categories: small household appliances, mobile phones and accessories, 3C accessories, beauty, perfume and household products.
Egypt Station
Hot-selling categories: men’s clothing, home furnishings, computer peripherals, mobile phones and accessories, and fashion accessories.
Ghana Station
Hot-selling categories: clothing and shoes, fashion accessories, household products, 3C accessories and computer office supplies.
Morocco Station
Hot-selling categories: clothing and shoes, beauty and perfume, mobile phones and accessories, small household appliances and 3C accessories.
Cameroon Site
The Cameroon site was only opened to Chinese sellers in 2019, and there is currently no product selection reference.
Home furnishings market performance
As Africa’s political and economic conditions gradually improve, home products with rich categories and excellent quality are gradually entering the lives of African consumers and becoming their new favorites. Among them, four-piece bedding sets, kitchen supplies and other categories have shown obvious growth trends, and considering the climate in Africa, fans are still an indispensable hot-seller.
Storage equipment
Since African families are usually large, with an average of 7 children per family, storage devices are very popular in the African market. According to industry reports, sales of plastic hangers in the African market have increased by 23%-41% in recent years. Analysts predict that plastic use will triple in the next five years in East Africa alone.
Kitchen supplies
Since the kitchen functions of African households are usually relatively basic and are mainly used for daily cooking, Jumia recommends that sellers start with basic kitchen supplies. At the same time, some supporting tools related to the kitchen can also be provided.
Bathroom supplies
Africa is a large country with a population of 1.2 billion, rich in resources but relatively backward in industry. Therefore, Africa has huge demand for consumer goods and huge market potential. Chinese bathroom products are very popular in the African market due to their high cost performance.
To sum up, household products are not only indispensable daily necessities for African families, but also due to Africa’s relatively lagging industrial base, some stainless steel and plastic products are relatively scarce in the local market. Therefore, the market prospects for these small commodities are very promising, especially those with affordable prices. The African home furnishing market is rising and has become an opportunity that global companies and sellers cannot ignore.