Jumia Platform Operation Guide: Comprehensive Analysis and Strategy Optimization

As Africa’s leading e-commerce platform, Jumia provides merchants with a wealth of operational resources and strategies. This article will comprehensively analyze various operational elements of the Jumia platform, including commission structure, social media marketing strategy, listing precautions, avoidance of banned words, postal parcel service, abnormal package handling, efficient operation techniques, reasonable pricing strategies, VC listing process and the site Paid Advertising Strategy.

1. Operating costs of each Jumia site

Commission ratio

• The commission rate for electronic products is 5%, and the commission rate for non-electronic products is 10%.
• The minimum commission for the Nigerian site is US$1. If the order commission is less than US$1, it will be charged at US$1.
• The electronics category includes mobile phones and tablets, computers, games and consoles, televisions and electronic products.
• The commission rate is 10% for all other categories, including fashion, home office, watches and sunglasses, baby and children’s toys, etc.

Freight charges, customs clearance fees, value-added tax (VAT)

• CIF Price includes cost, insurance and freight.
• Shipping unit is USD/kg.
• Customs clearance fees are calculated based on the gross weight of the product in US dollars/kg.
• The Cote d’Ivoire station is subject to an 18% VAT fee, and other stations do not need this fee.

Exchange rate

• Jumia’s exchange rate is a fixed exchange rate, and rebates are paid based on the official exchange rate.

2. Jumia international brand fancy social media marketing method

Create a camp and enjoy the whole network

• Use social media platforms to build brand camps, connect customers in different circles through different media fields, and increase brand influence.

Content-based, creative communication

• Rely on creative, interesting or informative content to deepen the connection between the target group and the brand’s business.
• Brand creative marketing needs to focus on market positioning, understand the characteristics of the market population, and choose the appropriate platform.

Targeted promotion, influencer marketing

• Cooperate with KOL to bring a more accurate and personalized dimension to brand promotion.
• Young consumer groups are more likely to make consumption decisions based on independent reviews or recommendations from friends.

Adjust measures to current conditions and promote locally

• Adopt localized innovative development strategies based on local culture, customs, laws, market demand and other factors.

3. Notes on Jumia listing

General requirements

• For famous brand products, you need to check whether the brand is on the list and submit a brand authorization application.
• Fill in “Fashion” for Brand of clothing items, and “Generic” for Brand of other categories.
• For electronic devices such as mobile phones or tablets, product descriptions and pictures cannot include the operation panel after the system is installed.
• It is forbidden to use color as a variable.

Main image requirements

• The main picture must be on a white background without watermarks. The first picture should be the front picture of the product, and there should be no less than 3 multi-faceted pictures.
• The picture pixel requirement is 4:5, the size is between 680X850~2000X2000, and the memory is preferably 200KB.
• Fashion category needs to submit all types of size charts in the product description.

Describe requirements

• The text description is short, cannot be paragraph text, and cannot insert external links.
• Functional products should have application instructions or instructions.

Special requirements

• The use of dummy models is prohibited in the Fashion category, and pictures should be taken from the front of the product.
• Pictures of various aspects of the product and additional details must be added under the picture.
• It is stipulated to use UK sizes uniformly. If there are no UK sizes, another size comparison table must be attached.

4. Jumia lists SKU banned words

• Words such as Brand New, Genuine, Spy, 100% Brand new, and Free Shipping are prohibited.
• NG & KE refurbished machines must meet conditions such as brand authorization, AAA rating, and six-month after-sales guarantee.
• Electrical products must meet the voltage 230 Volts and frequency 50 Hertz standards.
• Mobile phone product descriptions must be consistent with site regulations.

5. Jumia postal parcel service

Features and Policies

• The price of each order shall not exceed US$7, and the weight of the package shall be less than 2KG.
• Bag size limit: H+L+W≤90cm, postage is calculated based on the net weight of the package.
• Merchant must send order information to “Shipped” status within 6 working days.

Activation steps

• Sign a contract with the postal provider designated by Jumia and obtain the postal merchant ID and TOKEN.
• Fill in the complete information and Jumia will activate the postal parcel service within 5 working days.
• Check whether the “Shipment Method” of the order indicates “Economy Shipping”.

6. Jumia exception handling method

Missing parts

• Due to the merchant’s misoperation, the products in the package are lost. Please ask the merchant to send a new package.
• A certain SKU is out of stock and has not been shipped: The merchant voluntarily cancels the out-of-stock SKU as OOS, and RAC applies for other items to scan the warehouse normally.

Wrong color

• Resend the package with the correct color.

The goods are not correct

• Please ensure delivery is consistent with the main picture.

Wrong item

• Please resend the correct item.

Irregular packaging

• Please relist the item with correct packaging.

7. Efficiently operate the Jumia platform

Featured Products

• Understand the needs and trends of the African market and provide unique products that meet the needs of local consumers.

Improve product information

• Make sure product titles, pictures and other information are clear and attractive.

Accurate price tag

• Consider cost, competition and market demand to set a reasonable price tag.

High quality customer service

• Reply to customer inquiries and questions in a timely manner and solve customer problems.

Promotion Marketing

• Use the marketing tools provided by the Jumia platform to promote products.

Diversified payment methods

• Provide a variety of payment methods to meet the payment requirements of different customers.

Working with the supply chain

• Working with local supply chains can help reduce costs and improve logistics efficiency.

Data analysis and improvement

• Use the data provided by the Jumia platform for analysis, and adjust and optimize based on the results.

8. Reasonable pricing strategy

Price elements

• Brand value, positioning, sales targets and other factors affect product pricing.

Key recommendations

• Market positioning: Ensure product positioning is clear and matches the needs of the target market.
• Competitive analysis: Study the pricing strategies and market performance of similar products.
• Flexible pricing: Flexibly adjust product pricing according to changes in demand.
• Added value and promotional strategies: Provide excellent customer service, value-added services or gifts.

9. Jumia VC listing process

Enter VC listing page

• Log in to your Jumia seller account and click the publish button to enter the VC listing page.

Fill in product information

• Fill in the basic information of the product, select the product category, and fill in the brand information.

Product variation processing

• Add variant products and fill in the attribute information of each variant product.

Saving and publishing products

• Click Save for Publish or Save and Publish.

10. On-site paid advertising strategy

Product and word selection

• Choose appropriate products to participate in advertising and select keywords.

Publication budget

• Set an advertising budget, including a total budget and a daily budget.

Optimization and adjustment

• Monitor advertising performance and adjust bidding methods.
• Analyze ACOS and evaluate advertising return on investment.

Through the comprehensive analysis of the above content, merchants can better understand the various operational elements of the Jumia platform and adopt corresponding strategies to optimize operations to achieve success in the African e-commerce market.