Introducing Jumia Local, a platform set to promote local products
Jumia Kenya has introduced Jumia Local, a program that will allow local manufacturers to display their locally made products on its website. This translates to a wider reach, the popularization of locally manufactured products, and scalability.
The collaboration will see Jumia feature products by local manufacturers more prominently on Jumia’s main platform and promoted through the e-commerce’s marketing channels. Sellers can choose to store their products in Jumia’s warehouse or release them once an order is made.
The program is pegged on the slogan ‘Buy Kenyan. Build Kenya’ and it is expected reach thousands of customers across the country. This program will help manufacturers to establish a footprint in Kenya by leveraging Jumia’s enormous traffic. In addition, it will be a chance to showcase a unique selection of products at attractive prices.
A similar product was launched in Nigeria under the same brand name in 2016.
Jumia local Project Manager Ms. Abigail Bundi spoke during the launch and she was quoted hailing the initiative. Ms. Bundi affirmed that manufacturing brings great benefits to the country; hence, the need for a program that supports it. She added that the initiative would help manufacturers by clearly labeling their products and increasing their visibility at reduced commissions.
Already Chandaria Industries, one of the biggest manufacturers in Kenya, has leveraged this initiative in an effort to reach more customers. The giant manufacturer is better known as the leading manufacturer of tissue and hygiene products. Darshan Chandaria, the company CEO, said that companies need to embrace e-commerce as it helps brands reach to a larger audience.
Other popular brands that have joined the Jumia Local bandwagon are Bantu Shoes, Alladin World of Brands, Tropical Heat, Darling Hair and others. All brands will be under a distinctive Jumia Local logo to make it easier for customers to make a choice.
At present, Jumia displays products in various categories such as electronics, apparel, home and living, and accessories. It is one of the most popular e-commerce sites in Kenya and has continued to grow over time.
Speaking during the launch, the Kenya Association of Manufacturers CEO Phyllis Wakiaga talked about the expected impact of Jumia Local. Wakiaga noted that listing local products on their platform will encourage a culture of promoting local manufacturers. She added that this is also an opportunity to market local products to the international market. She further urged manufacturers to take advantage of this platform by listing as many products as possible.
For quite some time, Kenyans have given local products a side eye. Locally manufactured products are often seen to be of lower quality than foreign brands. In addressing this issue, Ms. Wakiaga said that this initiative would instill a sense of pride in Kenyans. She reasoned that it will encourage them to support locally made products.
The rise of e-commerce sites in Kenya is notable even though a section of the population has reservations about online transactions. With time, it is expected that Kenyans will change their attitude towards these sites.