The e -commerce frontrunner in Cameroon, Jumia has stopped operations in the country.
The decision which became effective from Monday November 18, 2019 was followed by hundreds of workers laid off.
No official statement has been issued by management.
Cameroon is 3rd African country where Jumia ends online operations after Gabon and Congo.
Following the decision, many have taken to the social media to react to the decision.
Rebecca Enonchong a Tech entrepreneur, CEO of @AppsTech castigates the decision and blames it on insufficient knowledge of the country’s demography.
“Beyond #JumiaIsNotAfrican, $JMIA is simply a badly run business that is incapable of understanding its market, refuses to act as a good corporate citizen, and thinks Africans are simply a commodity, a means to an end. No business with that attitude can succeed in the long term.”
The Tech entrepreneur also questions the level of transparency manifested by the e-business guru. She states;
“Jumia refuses to report earnings by country, or by line of business. If any savvy reporter or investor required that info, the illusion of a 14 (now 13) country African e-commerce giant would quickly dissipate. The only thing giant about Jumia is their funding and ego.”
Jumia shut down its Cameroon operations this morning, firing its entire staff, no public announcement, no special word from the group or its CEO. The brutality of the news to the staff echoes their management style and is, I believe, one of the reasons for its demise.
— Rebecca Enonchong (@africatechie) November 18, 2019
Jumia the German based E-commerce in Africa
Jumia is a consumer goods e-commerce retail platform that connects sellers to consumers.
The company also provides logistic services facilitating the shipment and delivery of packages from sellers to consumers, and a payment service for transactions among participants and Jumia platforms in selected markets.
It partnered with more than 81,000 local African companies and individuals and is a direct competitor to Kilimall in Kenya and Konga in Nigeria.
Jumia began operations in Lagos in 2012. The enterprise currently has branches across 12 African countries.
Bruno Ndonwie Funwie