Orders via Jumia Apps Hit 63%, Downloads now 2.2m

Juliet Anammah, CEO Jumia Nigeria.

THE volume of mobile customers (both those who use the Jumia app and those who browse from mobile browsers) now account for 63 per cent of all orders on Jumia Nigeria, according to study report of the eCommerce trading portal.
According to study, in other 15 markets where similar study was conducted, the figure is at 47 per cent adding that with a whopping 2,236,000 Jumia app downloads from 2015 to 2016 (a 128 per cent increase), Jumia app users form a significant portion of the mobile traffic on Jumia Nigeria.
The Chief Executive Officer (CEO), Jumia Nigeria, Juliet Anammah said at African Mobile Trends Paper to herald the Jumia Mobile Week Press Conference in Lagos, South West Nigeria that one out of two mobile visitors in Nigeria comes from the Jumia mobile app.
She said the trend since 2013 was for people to use their mobile phones to browse and look up products and then purchase them on their desktop stressing the need to strengthen the democratisation of mobile application promoting mobile commerce or M-commerce.
She disclosed that currently, customers are checking out and paying for orders from the mobile app or the mobile friendly version of the website, adding that this trend will continue growing in the future based on the current figures.
“The highest conversion rate recorded in the last year has been on the app. That is the number of completed orders in relation to the number of visitors is higher on the mobile app than on the mobile or desktop versions of the website. This could be driven by the fact that the app is exclusively designed for mobile and therefore has a faster and better shopping experience for users”, she said.
Anammah urged that the priority for m-commerce for the next few years is to continually democratise the usage of the app and incentivise an increase in usage by maintaining a better browsing experience and lower data consumption.
She explained that strategic collaborations with phone operators and data providers are also a key factor for enhancing customer experience, saying, “The 0 data usage (free browsing) offered to MTN SIM card owners when they browse on both the Jumia mobile site and the app will remain a key feature and value-added service for Jumia customers.”
She noted that Nigeria’s mobile trends for 2017 are positive with a steady growth of smartphones adoption and diversity, and “these increased offerings deliver more value for customers and cheaper access to internet connectivity. As smartphone brands and mobile operators continue to invest in research and development (R&D) and innovative data packages, and e-commerce providers invest in customer service, logistics and marketing over the next few years, our outlook is for an even more synergised digital ecosystem over the next few years.”
Speaking on: Browsing in Nigeria: Adapting to high data costs and lower performance smartphones, she said the increased access and affordability of low spec smartphones has also revealed a need for the mobile ecosystem to respond with data-efficient browsers and mobile apps that are optimised for performance and an easy user experience.
According to Juliet, looking at the mobile internet browsers customers use to access Jumia, 50, adding that
She that in Nigeria 28 per cent of customers come onto Jumia’s mobile site with Google Chrome while in Africa the figure is 50 per cent saying that the Opera Mini browser is much more popular, with 41 per cent of the mobile traffic to Jumia Nigeria coming from Opera Mini.
“One reason for this could be that countries with higher levels of income have been found to have more users accessing the internet with heavier browsers like Chrome – which typically have higher system requirements. Opera Mini is a lighter browser in terms of data usage and is popular among new mobile internet users who have lower incomes and can’t afford costly internet data packs. A recent report from Opera determined the savings on mobile data costs for Opera Mini-users in Nigeria has amounted to about $198 million (N39.5 billion) over a 10-month period, due to its data compression technology” she observed in her study.
“This is a clear example of the ripple effect that customer enjoy when a slight change is introduced by one of the digital ecosystem players. On our end, an immediate key priority is to enhance the desktop user experience (which accounts for almost 30 per cent of Jumia’s traffic and almost 40 per cent of orders placed) by delivering a progressive web application that bridges the gap between conventional web pages and native mobile applications, to give customers a faster web and desktop experience that includes functionalities like push notifications and the ability to browse while offline,” she added.

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