Major rebranding of African e-Commerce platforms underway


(Posted 23rd June 2016)

Ever heard of Jovago.Com, Africa’s arguably largest hotel booking platform? Ever heard of Hello Food, a meal delivery service working hand in hand with – in my case – Kampala’s leading restaurants to deliver quality meals directly to the table at home?
Well, those names, as of today, are no more as the Africa Internet Group has rebranded their key services under the Jumia brand name.
Jovago.Com has become Jumia Travel, Hello Food has become Jumia Food and their Kaymu platform is now named Jumia Market.
Real Estate e-commerce Lamudi is now called Jumia House while AIG X has become Jumia Services.
This is a major step to bundle all of the AIG’s various web platforms, serving different communities and purposes, into one single brand name, something the company believes will pay off handsomely for clients and advertisers alike.
Jumia Travel, formerly Jovago.Com, was formed in 2013 as reported here at the time and is backed by Africa’s telecommunication giant MTN, Rocket Internet. Millicom, Orange, AXA and other financial partners, thus guaranteeing solidity and a lasting market presence.

We founded our companies with a very strong belief: Internet can improve people’s lives across the globe. Uniting all services allows us to better help our customers fulfill their daily aspirations. This is all possible because people connect to our platform to access those services and products in an environment that we have designed for them, addressing their needs and expectations on quality, choice, price, trust and convenience‘said Sacha Poignonnec and Jeremy Hodara, founders and co-CEOs of Jumia when explaining the rebranding move to their clients and the market.

The two also suggested that sellers will benefit from this move, by getting access to more traffic and to a greater world of opportunities. Every day, Jumia helps and encourages restaurants, hotels, local sellers, brands, real estate agents, car dealers, large companies and logistic companies to become better, bigger, more performant, thus creating positive impact for Africa.

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