According to the company, the rebrand is the outcome of the overwhelming response to the online shop’s offerings in Nigeria. Within 6 weeks of its launch, there were over 1.8million visits. With its unbeatable prices and discounts, exclusive products and legendary Flash Sales, it continues to grow exponentially daily. It was the first place to offer the Samsung Galaxy S3 phone online as well as debuting numerous other products.

Speaking about the rebrand, co-founder Tunde Kehinde said, “It has become necessary to accelerate growth and integrate more seamlessly with the rest of Africa. The new JUMIA is larger and better equipped to fulfil the growing demand for online shopping in Nigeria.”

Top local and international brands already on the site include Apple, Nokia, Blackberry, Huggies, Clinique, House of Tara and Lego. JUMIA plans to add more categories, including fashion, shoes and computer games, eventually selling over 25,000 items by the end of the year.

At JUMIA.com, Nigerians can expect the latest mobile phones, laptops, electronics and home appliances. Additionally, there are over 20,000 book titles and an extensive catalogue of beauty, hair, baby and children’s products. JUMIA’s indeed the largest general retailer of consumer goods online.

“Being part of the largest online store in Africa, will allow us to better leverage our network to provide a wider selection of brands and products, customers will experience even better prices, improved customer service and more value added features that will improve their shopping experience.” said co- founder Raphael Afaedor.