October 2017 (Revised September 2018)
Supplement
HBS Case Collection

Jumia Nigeria: from Retail to Marketplace (B)

By: Ramon Casadesus-Masanell and Namrata Arora

Format:Print
| Language:English
| Pages:4

Abstract

This follow up case study explores the ramifications of Jumia's decision to move from a retail-led to a markplace business model for its e-commerce platform. The case visits the company's successes as well as its many failures when adopting this vendor-led strategy. It also considers Jumia's options going forward—should it return to the retail-led model or develop a hybrid alternative?

Keywords

Retail; Marketplace; Inventory; Funding; Business Ecosystems; Business Ecosystem; Competition; Business Model; Globalization; Emerging Markets; Expansion; Logistics; Retail Industry; India; Nigeria; Africa

Citation

Casadesus-Masanell, Ramon, and Namrata Arora. "Jumia Nigeria: from Retail to Marketplace (B)." Harvard Business School Supplement 718-432, October 2017. (Revised September 2018.)