Jumia And Africa E-commerce (5): Delivery In Africa, Jumia Prime

In Jumia’s 2019 20-F, filed on April 03, it mentions that

The logistics landscape in Africa is characterized by a high degree of fragmentation, often with no clear leading player in a particular country or region, a high degree of variability between regions and players, a general lack of automation of logistic centers and an overall challenging infrastructure. While some of Africa’s major cities are reasonably well-served by third-party logistics vendors, such vendors often do not operate with the standards required to ensure a good seller and consumer experience in the context of e-commerce. In addition, many Africans live in settings which lack clear addresses and are often far from the nearest warehouse or distribution center. As a result, logistics and delivery services are not readily available in such areas or may be prohibitively expensive. Furthermore, many local logistics companies operate without the technology required to provide consumers with high quality service (e.g., tracking of their order, timely delivery).

Jumia Logistics could be a competitive advantage, just like how Amazon becomes a delivery giant discussed in another post. But it is still at a very early stage. Read more about Jumia’s delivery challenges and solutions here, e.g. last-mile delivery with no street address.

As of December 31, 2019, Jumia Logistics platform consisted of almost 200 logistics partners, a proprietary delivery fleet to fulfill express deliveries in select areas, more than 40 thousand sqm of warehousing space, more than 70 drop-off stations for sellers and almost 600 pick-up stations for consumers. All of the warehouse space is leased from third parties.

Take a look at Jumia’s delivery time in Nigeria, Egypt, Kenya.

Source: Jumia Nigiria, Medium

Jumia Express is a program where sellers store goods in Jumia’s warehouses. In 2019, Jumia Express accounted for more than 30% of the items sold via our platform.

Jumia also rolled out Jumia Prime for unlimited free deliveries in certain markets. For exmaple, it’s around $60/yr in Nigiria, ~$64/yr in Nairobi in Kenya.

Source: jumia.com.ng

Another difficulty is the trust in cash (or maybe the unavailability of banking).

The ability for consumers to pay cash on delivery is an important feature of our platform, in particular for new consumers who are transacting online for the first time. In case of cash on delivery, the consumer needs to be present at the time of the delivery to pay for the order. While we are constantly improving our operations to make delivery schedules more convenient and predictable, some consumers are not present at the time of the delivery attempt, which means that cash on delivery results in a significantly higher portion of returns than other delivery options. These returns are driving higher fulfillment costs, higher costs of operations for our sellers and lower monetization for us as we are not able to collect commissions for such returns. In comparison, orders that are “pre-paid” electronically tend to drive much lower returns than cash on delivery, driving better monetization for us and, ultimately, lower fulfillment costs and less operational complexities.

Jumia 2019 20-F

As discussed in the filing as well, JumiaPay is trying to solve this issue, which could follow Alipay’s success in China (not a guarantee).

On-platform penetration of JumiaPay Transactions as a percentage of orders reached 28.7% in 2019 compared to 14.0% in 2018.