Growth in the Number of Purchase Events QoQ
Uplift in QoQ Conversions
Jumia (NYSE: JMIA) is a leading E-commerce platform in Africa, active across multiple countries on the continent. Its mission is to leverage technology to transform everyday life in Africa, helping consumers access millions of goods and services conveniently and at the best prices. The Jumia ecosystem is built around a comprehensive online marketplace that connects thousands of sellers to millions of consumers. Jumia Logistics, which enables the seamless delivery of packages, and JumiaPay, a digital payment and fintech platform that facilitates online transactions and the distribution of digital and financial services.
As Africa’s leading E-commerce platform, Jumia’s Performance Marketing team sought to transition their Customer Relationship Management (CRM) strategy onto a unified, data-driven platform. They were moving away from older, fragmented tools to find a solution robust enough to handle the immense surge in traffic and high-stakes planning required during peak sales periods like Black Friday and to support the massive scale Jumia generally operates on.
The team needed a platform that could not only support their core strategic focus of increasing repurchase and retention but could also enable sophisticated, hyper-personalised campaigns during their most crucial commercial events.
The E-commerce leader aimed to:
As a fast-paced, technology-first brand, we needed a unified and flexible engagement platform that helped us connect with our customers at massive scale. Since onboarding MoEngage, our CRM's performance has grown multifold. The AI-powered platform enabled us to run highly intelligent, personalised campaigns at a massive scale, especially for high-demand periods like Black Friday. The ability to apply sophisticated AI tools like the Intelligent Path Optimiser has been critical in achieving a notable increase in our overall repurchase rates, proving that data-driven engagement is key to our retention story.
Group Director - Growth, Jumia Group
During the evaluation phase, our priority was data unification and ease of integration. MoEngage's comprehensive APIs and robust SDK made the implementation seamless, quickly allowing us to consolidate our customer data and establish a reliable, unified data layer. This instant data quality meant the Marketing team could immediately build complex flows and trust the platform's ability to handle high-volume events like Black Friday without constant engineering overhead. The speed and stability were game-changers for our stack
Director of Software Engineering, Jumia
Jumia selected MoEngage’s Customer Data and Engagement Platform (CDEP) to unify their customer data and build a personalised engagement engine that drives CRM growth. They leveraged MoEngage’s AI-powered suite, including advanced recommendations and Intelligent Path Optimiser (IPO), to maximise performance during major campaigns like Black Friday and for general customer retention.
Jumia employed a targeted customer journey automation (Flows) for monetisation that segments customers immediately upon opening the app or site to ensure highly personalised engagement, maximizing conversions outside of peak seasons.
To maintain momentum post-purchase, Jumia built automated customer journeys (Flows) that monitor the recency of a customer’s last engagement and purchase to deploy targeted targeted cross-selling strategies. The goal was to encourage a rapid second or third purchase, solidifying the customer’s long-term value. For each segment, the Flow checks the customer attribute for reachability (i.e., whether the customer is reachable on push). The customer is then targeted with personalised emails or push notifications to cross-sell products in a similar category. This proactive cross-selling strategy ensures continued engagement without over-communication.
Jumia deployed MoEngage’s AI-powered suite to maximise engagement for active customers and bring back dormant ones, fundamentally bolstering their long-term retention efforts and optimising campaign delivery. The leading E-commerce brand leveraged advanced recommendation models to suggest frequently purchased categories to repeat buyers. For dormant customers, Jumia extensively used the Intelligent Path Optimiser (IPO) to automatically determine the most effective combination of channels and time to deliver targeted campaigns, a capability that is particularly vital for cutting through the noise during Black Friday to reach customers when they are most receptive.
Jumia also targeted inactive customers (i.e., those who haven’t opened the app in the last 90 days) with targeted promotional campaigns. These Flows leveraged MoEngage’s Next Best Action to automatically select the right channel and time, ensuring promotional spend and effort are utilized optimally to drive customer re-engagement for dormant customers.
Jumia leveraged MoEngage’s Customer Data and Engagement Platform to design precise, high-impact campaigns that captured customer attention and drove conversions throughout the Black Friday sales period.
In-app Messaging
Merlin AI
Omnichannel Flows
Push Notification
By leveraging MoEngage to unify their customer engagement and implementing sophisticated AI-driven flows, Jumia achieved significant improvements in key retention and repurchase metrics, showcasing the platform’s value during peak sales periods, such as Black Friday.
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