Kenyans in remote areas are using e-commerce sites like Jumia and Copia to buy phones, televisions, and other home equipment, demonstrating the value of these sites for last-mile delivery. Online purchases are competitive in terms of cost and variety of goods.
Jumia CEO Charles Ballard emphasized the company’s delight in providing customers in small Kenyan villages with a contemporary and practical shopping experience and access to millions of items that are unavailable in their area.
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During the unveiling of the e-commerce report on ‘E-Commerce in Rural Areas’, Ballard said that Jumia’s development in peri-urban and rural areas of Kenya shows their commitment to advocating for economic growth and improving lives through the internet. It highlights how online marketplaces can bring opportunities to underserved rural regions by providing access to millions of products and creating job opportunities such as drivers.
The e-commerce report outlined the crucial role of JForce, a nationwide network of more than 20,000 independent sales agents who create awareness in local communities, inform customers about Jumia offers, and assist them in placing orders on the platform. The agents earn a commission based on their sales on the platform.
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They help rural customers place online orders, which are delivered in 2 to 4 days to local pick-up stations where customers collect their ordered items. A senior head of logistics said that consumers buy products at the same price in whichever part of the country they live in, and the delivery costs to rural areas have also been decreasing over the years, averaging Kshs 300 depending on the item size.
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