Growth in Jumia annual active consumers in Africa 2019-2020
number of orders also increased following the COVID-19 outbreak in 2020.
The coronavirus (COVID-19) outbreak determined a change in consumers' shopping behaviors in Africa, with an increment of digital purchases. The number of annual active consumers on Jumia, one of the leading online marketplaces in the continent, registered a growth of 6.8 percent in the first half of 2020, compared to the same period of the previous year. Moreover, the