Jumia’s annual Black Friday sale started a few days ago and will run till the end of November. Over the years, the e-commerce company has shaped the country’s digital retail landscape by connecting millions of buyers with thousands of local and international sellers.
At the center of this push is Vinod Goel, the CEO of Jumia Kenya and Uganda. Under his leadership, Jumia continues to strengthen its logistics network, deepen its relationships with sellers and utilise technology to improve the online shopping experience.
Speaking to TechArena, Vinod shared insights into how Jumia is preparing for its biggest campaign of the year, what goes on behind the scenes and why the company believes innovation is key to Kenya’s e-commerce growth.
According to Vinod, Jumia’s preparation for Black Friday starts months in advance. “We have worked on improving our logistics network, from warehouses to delivery routes, to make sure we can handle the spike in orders efficiently,” he explained. The company works with multiple delivery partners to boost capacity during the campaign and uses data insights to forecast demand. “Technology plays a big role here too, we use data to optimize inventory distribution so that orders reach customers faster.”
Empowering Sellers
Sellers remain a vital part of Jumia’s marketplace model. Vinod says that this year, Jumia has taken extra steps to support them through training sessions, workshops and incentives. “We guide our vendors on how to price competitively, manage stock, and enhance their product visibility,” he said. The platform has also introduced performance-based rewards that recognize sellers who maintain high standards in delivery, accuracy and customer satisfaction.
The Jumia 2025 Black Friday campaign will run throughout November and is not a one-day event so you have plenty of fime to look for discounts. “We wanted to give customers more time to discover deals, plan purchases and shop at their convenience,” Vinod shared. Shoppers can expect discounts on major categories such as smartphones, appliances, fashion and beauty. Some key partners including Samsung, Tecno and Hisense will be offering exclusive deals during this period.
Behind the scenes, technology drives almost every part of Jumia’s operations. “Our entire business runs on technology, from the interface customers use to the logistics systems in the background,” Vinod explained. The company uses AI and machine learning to improve product recommendations, predict delivery times and detect fraud.
Reflecting on Kenya’s e-commerce journey, Vinod believes the country remains one of Africa’s most advanced digital economies. “Mobile money, internet penetration and smartphone adoption have made it possible for more people to shop online,” he said. Over time, trust in online shopping has improved as customers have grown more confident in getting exactly what they ordered and in the returns process. “We’ve also seen more local brands coming online, which is great for the ecosystem.”
The Future
As shoppers hunt for the best deals this Black Friday, Vinod says, “The future is incredibly bright. Internet penetration, mobile adoption and payment innovation are all converging to create a more inclusive e-commerce environment. We see a future where online shopping is part of everyday life for every Kenyan and not just an urban phenomenon.”
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