Africa Internet Group (AIG) Rebrands as Jumia across Africa, consolidates businesses under one eco-system


Africa Internet Group (AIG), Africa’s leading e-commerce platform has officially rebranded as Jumia across the continent. Jumia has further consolidated its various companies under the one unifying brand. Companies such as HelloFood, Lamudi, Jovado, Kaymu, Vendito and EverJobs will now transact business under the Jumia moniker. The Jumia website and the above mentioned companies are already interlinked. One account gives you access to the various services offered by Jumia.

Of the rebrand, Sacha Poignonnec and Jeremy Hodara, founders and co- CEOs of Jumia had this to say: “Operating under the same brand name reinforces the legitimacy of proposing other services to our customers and to our sellers.We want to have one strong brand that is trusted and loved by our customers across Africa”

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Jumia decided to go with a subdomain approach of consolidating their brands. Case in point, now becomes, as do the rest of the services offered. You are automatically redirected to the new website url. The top level domains are country specific so you will see .ug[Uganda], .ke [Kenya], .ng[Nigeria], .dz[Algeria], e.t.c. for the various online businesses.

Jumia Investors

Jumia, formerly Africa Internet Group (AIG) is owned by Rocket Internet, a Germany based company that builds and invests in Internet companies which focus on an online business model. Its group of companies are present in over 110 countries on 6 continents, employing over 36,000 employees. Investors in Jumia include MTN, Orange, Millicom (Tigo) and Axa.

Jumia’s tentative approach to doing business in Africa has leaned exclusively on online and mobile infrastructres. The gamble has surprisingly paid off on a continent whose growth is hampered by low internet penetration but with an ever increasing market of consumers.

“We founded our companies with a very strong belief: internet can improve people’s’ lives in Africa. 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.” ~Press Release: Sacha Poignonnec and Jeremy Hodara, founders and co- CEOs of Jumia.

Below is a table showing what the various brands have changed to and what service they offer.

New Brand ServiceOld Brand
JumiaJumia connects buyers and sellers and enables them to make safe and successful transactions in all product categories.Jumia
Jumia MarketJumia Market is the place where you can buy items, used or new, such as smartphones, computers, fashion and clothing, home appliances, cars and real estateKaymu
Jumia TravelJumia Travel is a hotel booking website, affiliated with over 25,000 hotels in Africa and more than 200,000 hotels around the world.Jovago
Jumia FoodJumia Food is a convenient online food ordering website that connects users with a variety of local restaurants.HelloFood
Jumia DealsJumia Deals is a classifieds website where you can post your ad for free with a simple clickVendito
Jumia HouseJumia House helps people in the property market find their ideal home, land or commercial propertyLamudi
Jumia CarJumia Car is the vehicle marketplace that offers buyers, sellers and car dealers the ideal platform to find cars, motorcycles and commercial vehicles online.Carmudi
Jumia Jobs Jumia Jobs is an online job site that aims to bridge the gap between employer and prospective employeesEverjobs
Jumia ServicesJumia Services provides a complete e-commerce fulfillment platform through a network of company-managed and third-party warehousing, order processing, and logistics service providers.AIG Express