Africa’s leading e-commerce platform, Jumia, has published its first Africa e-commerce report dubbed "Jumia Africa e-Commerce Index 2021.

The report leverages the company’s extensive consumer data to unpack trends in online shopping throughout the pandemic. 

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The most significant insight is the strong shift of consumer online shopping behaviour towards everyday product categories (FMCG, Beauty). These accounted for c. 57 per cent of GMV in 2020, up from 44 per cent in 2019. 

The shift is part of a broader economic transformation led by the continent’s young, urban and tech-savvy population. The report was compiled in collaboration with UNCTAD, IFC, and Mastercard, highlighting the impact of e-commerce on the African economy.

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Jumia Kenya CEO Sam Chappate said online grocery has lagged other categories historically in Kenya and the COVID-19 pandemic has changed consumer behaviour as most Kenyans prefer online shopping.

“Online grocery shopping has lagged other categories historically in Kenya. The pandemic has shifted consumer behaviour. Kenyans are now increasingly considering online shopping for their everyday needs - seeking convenience and competitive prices. This is an important shift for the e-commerce industry because it allows us to become a more relevant service & bigger part of everyday life for Kenyans,” Chappate said.

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Jumia has extended retail services to rural areas in Kenya since the pandemic first hit in March 2020.

It has since doubled the number of pickup stations countrywide to more than 1,000 today, offering convenience and a 30 per cent reduction in shipping fees.

This is a welcome move to consumers, especially with the shift to everyday essentials.

“We believe our large range of products and competitive pricing is relevant for consumers in and outside Nairobi. By expanding our pickup station network and working with local entrepreneurs, we are already seeing an acceleration of e-commerce penetration upcountry,” Chappatte added.

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The report also shows that Nairobi tops the list as the Kenyan city with the highest number of online deliveries followed by Mombasa and Kiambu. 

According to the United Nations Conference on Trade and Development (UNCTAD), internet businesses in Africa, including e-commerce, which sits at the heart of the digital economy, could add $180 billion to the continent’s GDP by 2025. 

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The Head of E-commerce and Digital economy, UNCTAD Torbjorn Fredriksson said the pandemic led to an increase in using digital solutions including e-commerce as was shown by domestic sales rather than cross-border e-commerce.

“COVID-19 led to a surge in the use of digital solutions, including e-commerce. This was particularly demonstrated with domestic sales rather than cross-border e-commerce. Food delivery, essentials and pharmaceutical goods were among the top-performing online shopping categories,” said Fredriksson,