Jumia Tech Sale: Top Tech Consumer Trends in Uganda

Jumia successfully concluded its 2 week long annual Tech Sale campaign on 3rd April with thousands of shoppers who enjoyed discounts of up to 50% on over 100,000 deals now enjoying their newly acquired tech gadgets. With the campaign behind us, Paul Tesar, the Jumia Uganda’s Chief Commercial Officer shares with us the top tech trends currently shaping Uganda, based on analysis from the tech sale.?

Consumers are shopping via smartphone but offline channels remain relevant

More than 92% of Jumia’s users are accessing the platform via mobile phone (as opposed to a desktop device and offline channels). Importantly, consumers without smartphones are using the popular “Call-To-Order” Option (reachable via 0323 001 380) or placing orders with the support of one of our thousands of JForce Agents across the country. While shopping directly via the Jumia app remains the most popular choice, per UCC data, 48% of Ugandan consumers do not have access to the internet. As a consequence, giving consumers choice beyond the digital platform remains a Jumia priority for the foreseeable future.

Sourcing products directly from manufacturers

Going up the value chain is crucial to provide consumers with exciting offers and consistent assortment. Particularly from the known multinational electronics brands (e.g. Apple, Samsung, Xiaomi, Sony), Jumia is sourcing products directly. Thus we are able to provide consumers with the best prices, consistent stock and warranty and most products. Building these direct relationships with brands has become even more important in light of Covid-related supply-chain issues. Consumers on Jumia are able to identify products sourced directly from the brand via the “official store” tag.

Top Products during Tech Sale

Perhaps surprisingly, the most popular item during the Tech Sale has not been the latest smartphone but instead more affordable and essential items. An economical 2 Liter Kettle at 23,000 UGX tops the list, followed closely by the most popular feature phone on the market (Nokia 105 at 44,000 UGX) and the Anti-Theft Laptop Backpack at 39,000 UGX.

In terms of Tech Gadgets, Jumia saw a demand for Bluetooth earpods, smartwatches and power banks.

All major smartphone brands were featured in the campaign. The models are as diverse as the Ugandan consumer base, ranging from entry-range smartphones starting at 200,000 UGX to the fashionable iPhone 13 available at the Jumia exclusive price of 2,890,000 UGX.

The Television segment was dominated by Hisense, Samsung and Changhong. Although the 32 Inch screen size remains the most popular option, consumers are increasingly attracted to larger smart TVs. These “smart TVs”, like the Changhong 50 inch priced at well below 2,000,000 UGX, are able to connect to the internet and play media from various online sources including Netflix and YouTube.

E-Commerce Outlook

With internet access becoming more affordable, digital services are predestined to grow. Specifically smartphones will become a must-have for virtually everyone. Consumers will continue to look at Jumia for the best offers on the widest selection of products. Lastly at Jumia, we are mindful of not only catering for the affluent, urban consumer but serving consumers nationwide through our extensive network of pickup stations and delivery networks. Beyond accessing the Jumia App on your smartphone, we are reachable via phone and our JForce agents.