JUMIA

The Leading E-commerce Group in Africa

Kinnevik Rocket Capital Markets Day

May 22nd, 2014
Disclaimer

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Jumia is an avant-gardist that became a front-runner by bringing e-commerce to
Africa

Leading e-commerce and retail player Visionary and pioneer in Africa

World Retail
2013 2010
Award

Foundation
2012 1994
date

• Early stage
Market stage • Leapfrog Mature
effect
JUMIA is the First African Company to win
the World Retail Award
Alexa rank 20th 5th

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Key achievements and strategy of Jumia within the first two years of operation

•1 Accelerating the online shift in the most vibrant continent of the world

•2 A unique assortment available in Africa

•3 Best-in-class operations delivering customer satisfaction across Africa

•4 Strategy to increase the market leadership

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 1 Africa, a unique opportunity for e-commerce

Population (in million) GDP (in bn USD)

1 783
460
CAGR: 9% 1 621
450 1 488
CAGR: 2% 1 368
441 1 260
1 155
432
423
414

2014 2015 2016 2017 2018 2019 2014 2015 2016 2017 2018 2019

Internet users (in million) Total investment (in bn USD)

371
339
243 CAGR: 9%
CAGR: 10% 232 311
219 286
206 268
192
178 243

2014 2015 2016 2017 2018 2019 2014 2015 2016 2017 2018 2019
Note: Only countries where we operate are displayed 5
Source: IMF, Euromonitor
1 Jumia is building e-commerce in Africa

Jumia is already the undisputed #1 in Africa … … and is growing at a turbocharged pace

140 000 250 000

120 000
200 000
jumia.ma 100 000
QoQ: 66% 150 000
80 000
jumia.com.eg
60 000
100 000

40 000
jumia.com.ng 50 000
20 000

0 0
jumia.ci Q2'12 Q3'12 Q4'12 Q1'13 Q2'13 Q3'13 Q4'13 Q1'14

jumia.co.ke Total orders

Total orders Total active customers
Total active customers
QoQ average growth rate of total orders

zando.co.za

Source: Management accounts

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1 Take a customer-centric approach to serving Africans

FAIR PRICE

ASSORTMENT

CONVENIENCE

Why would anybody

shop somewhere else? SERVICE

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 Jumia became the fashion and electronic destination on internet with a
2
broad assortment
First online shopping destination with 100,000+ styles offered by 3,200+ brands in Africa

International brands (examples)

Marketplace development
 Higher availability
 Better selection

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3 Best-in-class customer experience driven by four pillars

Effective customer Innovative payment

Own warehouse Own delivery fleet methods
service

 >120,000 sq ft  Own-delivery fleet  Strong telesales and  Cash on delivery (80%

warehousing space in with target population upselling expertise of the population is
Lagos, Cairo, reach >75% unbanked in Africa)
Casablanca, Nairobi  9 hubs in regional
and Abidjan cities in Nigeria

Operations IT
End-to-end IT enabling to streamline communication and process efficiency

Order fulfillment
Enhancing cross-team integration to achieve fulfillment speed, accuracy and improve customer experience

Returns & refunds

Enabling fast and hassle-free returns/refunds process while minimizing potential frauds

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4 Enhancing the mix between fashion and electronics

F A S H I O N

ELECTRONICS

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4 Innovative marketing approach to acquire new customers

PREMIUM TV SALES TEAM

CUSTOMER SERVICES RADIO

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4 Jumia takes part of the m- and e-commerce merger in Africa

1
CUSTOMER
ACQUISITION

Develop customer base

and revenues through
channels, cross-
5 fertilization and
2
BUSINESS SUPPORT customer data
SUPPLY AND OPERATIONS
Facilitate Develop corporate
development and relationships (suppliers, key
growth of business accounts etc) as well as
leverage respective
infrastructure to facilitate
operations

4
KNOWLEDGE AND 3
EXPERTISE

Foster exchange of PAYMENTS

knowledge and best
practices across various Develop and grow mobile
key functions (HR, payment platform
marketing, IT)

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4 Jumia is led by an exceptional leadership team

CENTRAL TEAM – Implementation of global strategy

Sacha Poignonnec Jeremy Hodara

Co-Founder/CEO of African Internet Holding Co-Founder/CEO of African Internet Holding
Background: McKinsey & Company Background: McKinsey & Company, HEC
Paris

Grégoire de Tilly Olivier Le Blainvaux

CEO of Jumia MD central team Paris
Background: Bain & Company, Spartoo.com, Background: McKinsey & Company,
ESCP Europe Polytechnique, Columbia University

Laurent Frileux Sibyll Brueggemann

Chief Information Officer of Jumia Chief Marketing Officer of Jumia
Background: Ernst & Young, BIOS Background: FH Erding, Jochen Schweizer

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4 Jumia is led by an exceptional leadership team

LOCAL TEAM – Management of day-to-day business on the ground

Nicolas Martin Jeremy Doutte Jonathan Doerr

MD Nigeria MD Nigeria MD Nigeria
Background: Ecole Centrale Paris, Background: HBS, Background: Otto Group
INSEAD, McKinsey & Company McKinsey&Company

Mattia Peroni Bastien Moreau Taibi Benhima

MD Egypt MD Morocco MD Morocco
Background: Bocconi, LEK Background: UBS, ESSEC Background: Goldman Sachs, HEC

Oscar Boré Nick Miller Parinaz Firozi

MD Kenya MD Kenya MD Kenya
Background: HEC Paris, L‘Oréal Background: The University of Background: Grassroots Business
Edinburgh, Procter & Gamble Fund, J.P. Morgan

Fatoumata Ba Francis Dufay Sascha Breuss

MD Ivory Coast MD Ivory Coast MD South Africa
Background: Orange, Atos Background: McKinsey&Company, Background: Griffith College Dublin,
Northwestern University Lufthansa

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4 Jumia is backed by prominent investors including:

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The future is now with Jumia!

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