Carrefour, Jumia ink deal targeting online shoppers

French shopping giant Carrefour has inked a deal with online retailer Jumia that will see customers get a wide selection of products from its six Nairobi stores starting January.

Carrefour, whose local franchise is held by Dubai-based conglomerate Majid Al Futtaim, is looking to increase its sales and reach a wider shopping base by leveraging on Jumia’s network and knowledge of e-commerce in Kenya.

Following the deal, the retailer has listed some of its products including groceries, electronic appliances and beverages on Jumia ahead of online sales.

“We are happy to partner with Jumia in Kenya as we seek to extend Carrefour’s offering to more customers by leveraging on Jumia’s network and e-commerce platform,” Al Futtaim Retail (Kenya) country manager Frank Moreau said in a statement Monday.

“This decision is based on Jumia Kenya’s credibility and excellent performance over the years in online shopping management and is consistent with Majid Al Futtaim’s omni-channel strategy for Carrefour.”

Online shopping is increasingly becoming popular in Kenya for the convenience it brings and the wide selection of products it avails to buyers.

Purchasing goods online makes it possible for shoppers to compare various products and their pricing from the comfort of their homes.

According to an online shopping survey published in January last year by research firm e-Ensures, Jumia and Chinese-backed Kilimall are the most sought after online shopping platforms with a market share of 38 per cent and 22 per cent respectively.

The survey showed that mobile phones are the most popular items purchased online, taking up 58 per cent of all orders.

Fashion products came a distant second at 18 per cent of the online purchases.