Jumia and Xiaomi partner to drive smartphone penetration in Africa\n\n\n\nThis partnership marks the official launch of Xiaomi in Sub Saharan Africa with Jumia, giving unique access to Xiaomi products to millions of customers\n\n\n\nJumia, Africa\u2019s leading e-commerce platform, has today signed an important partnership with technology leader Xiaomi at the Mobile World Congress in Barcelona, giving millions of users in Africa easy access to Xiaomi products.\n\n\n\nThrough the partnership, Jumia will open the Mi official store on its platform and give Xiaomi access to millions of online customers across 14 countries in the continent, while Jumia will be able to offer Redmi Go (1GB+8GB) exclusively in Africa, as well as other devices later in the year. \n\n\n\nThe partnership will be supported by an ambitious joint-marketing plan over the full year 2019, leveraging Jumia\u2019s digital assets and Xiaomi marketing capabilities, including the Mi fan community. This is the promising first step to a close partnership between both companies over the years to come.\n\n\n\nThis partnership is very important for us, as it will definitely foster the smartphone adoption in Africa as well as support e-commerce penetration. Xiaomi and Jumia have very similar internet DNA and will serve a common purpose: delivering the best in class affordable smartphones along with the best shopping experience. This will be very beneficial for both companies and above all for the consumers in Africa. Jumia Group\u2019s Senior Vice President Mr. Romain Christodoulou, during the signing ceremony. \n\n\n\nWe believe in working with companies that share our values and delighted to partner with Jumia to reach more Mi fans across Africa, said Wang Xiang, Senior Vice President of Xiaomi. The e-commerce model is part of Xiaomi\u2019s DNA and we believe that working with Jumia will help us bring innovation for everyone across the continent. Wang Xiang, Senior Vice President of Xiaomi \n\n\n\nThe partnership will initially cover Nigeria, Egypt, Kenya, Ivory Coast, Morocco, and Ghana, and aim to cover all other countries where Jumia operates. \n\n\n\nMost markets will be directly supplied from China, confirming the fast expansion of intercontinental trade in Africa.\n\n\n\nAfrica has seen the rise of affordable entry-level devices from price-focused brands especially from China, which remains a key driver of smartphone adoption in the continent. \n\n\n\nSmartphone penetration in Africa stood at approximately 36% in 2018, with the number expected to reach about 66% by 2025.