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  • 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
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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.)
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About The Author

Ramon Casadesus-Masanell

Strategy
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Related Work

    • January 2018 (Revised March 2019)
    • Faculty Research

    Jumia Nigeria: from Retail to Marketplace (A) and (B)

    By: Ramon Casadesus-Masanell and Karen Elterman
    • October 2017 (Revised September 2018)
    • Faculty Research

    Jumia Nigeria: from Retail to Marketplace (B)

    By: Ramon Casadesus-Masanell and Namrata Arora
Related Work
  • Jumia Nigeria: from Retail to Marketplace (A) and (B) By: Ramon Casadesus-Masanell and Karen Elterman
  • Jumia Nigeria: from Retail to Marketplace (B) By: Ramon Casadesus-Masanell and Namrata Arora
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