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E-commerce now bets on rural areas to grow market

A man from Jumia online shopping cycling as he makes office & home deliveries.[Wilberforce Okwiri,Standard]

Vinod Goel, the East Africa Chief Executive of Jumia believes he has cracked the code to grow the e-commerce platform into an unrivalled firm in the region’s rural market.

The 2024 Black Friday campaign provided the light bulb moment as he...