Innovation in Customer Experience: Jumia’s Approach to Consumer Satisfaction

Online shopping should be a convenient solution for busy lives, but the reality often falls short. Consider Amina, a young professional in Lagos, who decided to treat herself to a new smartphone and outfit through an e-commerce platform. Excited by the ease of browsing and purchasing, she quickly realised her mistake when the products arrived—subpar quality and misleading reviews led to a disappointing and costly experience. This incident is all too common, reflecting the significant challenges that many consumers face with shopping online.

From misleading product descriptions to inadequate customer service, these obstacles create frustrating bottlenecks in the online shopping journey. Amina’s experience highlights the critical need for better customer experiences in e-commerce.

Data shows that consumers place a premium on the quality of experience they receive from companies. A study conducted by PWC shows that consumers will pay a 16% price premium for a great customer experience (CX). Similarly, a report by Emplifi, a leading software solutions company, reveals that 43% of consumers place high importance on previous positive customer experiences with a company when considering another purchase. Hence, in today’s competitive market, businesses that have e-commerce functions need to invest heavily in customer experience innovation to ensure that customers get all the support they need easier and faster when shopping.

Unfortunately, oftentimes most businesses do not prioritise this. In a 2024 CX Trends report by Zendesk, 68% of customers affirmed that businesses need to improve customer services. 54% reported that customer service feels like an afterthought for most of the businesses they shop with. As a result of customer experience being relegated to an “afterthought”, customers encounter avoidable hurdles in their online shopping experience. One of such hurdles is the budget constraints that hinder customers’ shopping decisions. To solve this problem, Jumia Nigeria, a leading e-commerce company in Africa introduced the ‘Buy Now, Pay Later’ (BNPL) feature into its operations to alleviate the burden of budget constraints. With this feature, consumers can acquire products and pay in instalments over time with flexible payment options.

Further elevating customer experiences, Jumia has developed a robust logistics network to solve the challenges associated with deliveries, especially to off-grid locations. With over 200 pickup stations and over 30,000 independent sales consultants known as JForce agents, Jumia ensures a seamless post-purchase experience. This extensive network delivers products to even the most remote areas, such as Modakeke, Ilaro, Offa, Uromi, Nkpor, Keffi, and Owo, ensuring that all customers can benefit from e-commerce.

Adopting a 360 approach to customer experience, Jumia offers a recommendation system called "Jumia Choice" to help shoppers discover high-quality products. This badge identifies products from official brand stores that have consistently received positive customer ratings and reviews. By highlighting these products with a badge, Jumia simplifies the shopping experience for consumers. Shoppers can easily spot these trusted products while browsing the platform and feel confident about the quality they're receiving.

Ultimately, Jumia Nigeria has set new benchmarks in its customer-centric approach to business. The company’s commitment to putting customers first ensures that it remains at the forefront of the industry, setting new standards for excellence in customer service. Through these initiatives, Jumia meets and exceeds the expectations of its diverse customer base to solidify its position as a trusted and beloved e-commerce platform.