Jumia and Xiaomi partner to drive smartphone penetration in Africa

Romain Christodoulou (left), Senior Vice President, Jumia Group & Wang Xiang, Senior Vice President, Xiaomi Corporation

Jumia, Africa’s leading e-commerce platform, has signed an important partnership with technology leader Xiaomi at the Mobile World Congress in Barcelona, giving millions of users in Africa easy access to Xiaomi products.

Through the partnership, Jumia will open the Mi official store on its platform and give Xiaomi access to millions of online customers across 14 countries in the continent, while Jumia will be able to offer Redmi Go (1GB+8GB) exclusively in Africa as well as other devices later in the year. The partnership will be supported by an ambitious joint-marketing plan over the full year 2019, leveraging Jumia’s digital assets and Xiaomi marketing capabilities, including the Mi fan community.

 “This partnership is very important for us, as it will definitely foster the smartphone adoption in Africa as well as support e-commerce penetration. Xiaomi and Jumia have very similar internet DNA and will serve a common purpose: delivering the best in class affordable smartphones along with the best shopping experience. This will be very beneficial for both companies and above all for the consumers in Africa”, said Jumia Group’s Senior Vice President Mr Romain Christodoulou, during the signing ceremony.

Sharing his thoughts on the new partnership, Ore Odusanya, Managing Director of Jumia Ghana believes “This important relationship marks an important milestone in Jumia’s quest to foster closer partnerships with more leading brands in the world of electronics.” “With Xiaomi’s current position as a leader in technology” he continues, “this news could not have come at a more opportune time just before Jumia Mobile Week, the biggest mobile phone event in Africa.”

“We believe in working with companies that share our values and delighted to partner with Jumia to reach more Mi fans across Africa,” said Wang Xiang, Senior Vice President of Xiaomi.

Sandeep Narayanan, Director of Consumer Electronics &, Romain Christodoulou, Senior Vice President, Jumia Group – Wang Xiang, Senior Vice President, Xiaomi Corporation Wang Lingmings, Vice President, Xiaomi Corporation

The partnership will initially cover Nigeria, Egypt, Kenya, Ivory Coast, Morocco, and Ghana, and aim to cover all other countries where Jumia operates. Most markets will be directly supplied from China, confirming the fast expansion of intercontinental trade in Africa.