Case study / Content, Catalogue & Marketplace Quality
Keeping the “Amazon of Africa” trustworthy.
Catalogue quality and content at Jumia Nigeria
How I helped protect listing quality and grow repeat engagement on Nigeria’s biggest online marketplace, through the NYSE listing, a pandemic and record Black Friday campaigns.
The company, in context.
Jumia is the pan-African e-commerce platform often called the “Amazon of Africa”: a marketplace connecting sellers and shoppers, backed by its own logistics network and a payments arm, JumiaPay. On a marketplace, the product page is the shopfront. Accurate listings, clear content and reliable sellers decide whether a first-time buyer in Lagos comes back.
- Apr 2019
- Jumia becomes the first African tech company listed on the NYSE
- 41,500+
- Sellers on Black Friday 2020, Jumia’s sixth edition
- +141%
- Growth in items sold by top-20 sellers, Black Friday 2020 vs 2019
- 4.8M
- Packages handled during Black Friday 2020
Company figures come from the public coverage linked below and describe Jumia’s performance while I worked there. My own results are in a separate section.
The challenge.
Scale and trust had to grow together. The marketplace was adding sellers, categories and campaigns at speed, while the company moved onto the public markets and then into a pandemic that disrupted logistics across Nigeria. Every extra listing was a chance for a wrong price, a poor image or a policy breach, and each of those cost customer confidence and repeat orders.
What I did.
Jun 2018 – Dec 2019 · Quality Assurance & Operational Risk Associate
Protecting the shopfront
Checked listings across a large marketplace and held accuracy and policy compliance at 100%. I built a pre-launch quality checklist so standards stayed consistent as volume grew, including through the run-up to the April 2019 listing and the busy Black Friday build-up that followed.
Dec 2019 – Apr 2021 · Content & Product Catalogue Strategy
Turning clean data into repeat customers
Managed content and catalogue listings and used Google Analytics to find what lifted performance. Ran email and paid campaigns in Mailchimp, Salesforce and HubSpot, and acted as the link between commercial, product and vendor teams. This period covered the first Covid lockdowns and Jumia’s record Black Friday 2020.
Results I contributed to.
- 100%
- Listing accuracy and policy compliance
- +35%
- Customer repeat engagement
The moments that shaped the business.
- BusinessDay · Apr 2019Jumia trades at $14.50 per share on the New York Stock Exchange (opens in a new tab)
- Techpoint Africa · Apr 2019Jumia Nigeria CEO rings NYSE opening bell as Jumia IPOs (opens in a new tab)
- Business Wire · Aug 2020Jumia reports second quarter 2020 results, including Covid disruption in Nigeria (opens in a new tab)
- PM News · Dec 2020Jumia processed four million orders during Black Friday (opens in a new tab)
- Business Wire · Feb 2021Jumia reports fourth quarter and full year 2020 results (opens in a new tab)
Recognition.
- New York Stock Exchange listing, April 2019: the first African tech company to list there, with Jumia Nigeria’s CEO ringing the opening bell.
- Black Friday 2020: Jumia described it as a record campaign for engagement and seller growth.
These are company milestones, listed to show the scale of the platform behind my work.