Purchase of consumer products: E-commerce is on the rise

The e-commerce platform, Jumia, has just communicated on the conclusions of the first report on e-commerce in Africa and Morocco, entitled “Jumia Africa e-Commerce Index 2021”. It emerges that consumers on the continent and in particular in Morocco increasingly use the Jumia mobile application to make their various purchases.

Based on data collected on the platform, relating in particular to the importance and impact of online purchases in the context of a pandemic, Jumia underlines that this change is part of Morocco in a broad dynamic of economic transformation and which is particularly in the process of operating with the young, urban and tech-savvy population, specifies the leading e-commerce platform, Jumia,

Produced in partnership with UNCTAD (United Nations Conference on Trade and Development), IFC (International Finance Corporation) and Mastercard, this report also shows that many local merchants and artisans in Morocco have also been able to continue to sell their products.

He notes that while Covid-19 has caused significant disruption to international supply and logistics, there has been strong demand for everyday products, including consumer goods, on the platform. Jumia.

According to Larbi Belghiti Alaoui, general manager of Jumia Morocco, quoted by the press release, the platform has “monitored the evolution of the purchasing behavior of Moroccans who have changed a lot during the confinement by becoming more focused on basic necessities and day-to-day “.

The effects of the pandemic, supported by the commercial and marketing efforts operated by Jumia, led to a change in the mix of product categories, particularly at the level of Fashion, Beauty and FMCG articles, the platform noted.

For his part, Abdelouahed Rahal, Director General of Trade at the Ministry of Industry, Trade, Green Economy and Digital, indicated that “the Ministry is working to create an innovation ecosystem focused on the digital, at the service of the trade and distribution sector and in particular e-commerce. In this sense, the ministry works in collaboration with institutional partners and the private sector to promote digitalization and popularize the means likely to boost trade via digital tools and channels, while ensuring the protection of the interests of professionals and consumers. “.

In addition, Covid-19 has undeniably accelerated the pace of innovation while helping to improve financial and social inclusion within the Kingdom, the document says, adding that Moroccan consumers are changing consumer habits to adopt “tap-and-go” type contactless payments, but also to make purchases online, and explore the potential offered by new means of payment.

The adoption of new payment technologies is therefore undeniably on the rise, and consumer appetite for new fast and flexible digital experiences continues to grow in Morocco, the statement said, affirming that Jumia Morocco has also noted a dynamic growth in the adoption of digital payments at its platform level.

“Indeed, more consumers have turned to JumiaPay for the first time during the pandemic, mainly for security reasons and for the quality of the services offered by the application, particularly with regard to the payment of invoices by example,” notes the platform.

Furthermore, the press release states that at the African level, Jumia has been able to work to empower women and help them succeed in a digital economy through the organization of training and access to fintech solutions. .

During this pandemic period, e-commerce continues to play a central role through its social and economic impact. Being a key factor of inclusion, which offers new opportunities to businesses and creates jobs, especially for young people, e-commerce contributes effectively to the modernization and restructuring of the trade sector in our country, thereby promoting done, the transition to a resilient, more competitive and more prosperous digital economy.

“It is undeniable that online commerce is still booming in Morocco, and everywhere else. However, the expected level of development has still not been achieved in view of the assets available to our country, particularly an Internet penetration rate that exceeds 74%, a government commitment to digital development, a information and communication technologies and a young population who were introduced to information and communication technologies early on,” the press release concludes.

Jumia is the leading pan-African e-commerce platform active in six regions of Africa, which consist of 11 countries. The platform consists of a marketplace, which connects sellers to consumers, a logistics service, which enables the shipping and delivery of packages from sellers to consumers, and a payment service, which facilitates transactions between participants active on the platform in selected markets.



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