The Promise of e-Commerce in Africa Might Not Be Where We Think
By Yinka Adegoke
There has been plenty of excitement around Jumia, the e-commerce company which became something of a flawed Rorschach test for how one defines African startups.
The debate around Jumia came to a head in the run-up to its largely successful initial public offering on the New York Stock Exchange. It was “Africa’s Amazon” in many headlines in international press trying to get their readers to quickly understand why this retailer was worth reading about.
E-commerce is often discussed in the context of consumers and customer satisfaction but for many investors and analysts most of their focus is spent looking under the hood—trying to understand how the retailer, which they really see as a logistics company, manages its supply chain.
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