Lillian Muthini, Head of Seller Management & Key Accounts – Jumia Kenya. PHOTO | COURTESY

Regional e-commerce giant Jumia has reported a strong rebound in beauty and fashion product sales following the lifting of Covid-19 restrictions, which has allowed more people to go out again and socialize.

The two categories were severely hit as the first wave of the pandemic swept across the country in March 2020, forcing individuals to change their lifestyles.

The work-from-home model, prohibition of social gatherings, and the mandatory wearing of facemasks resulted in a sharp decline in demand for cosmetics and clothing as people remained indoors.

But as life returns to normal, consumers have trooped back online to shop for beauty and pampering treatments for use at the workplace and outdoors.

“The demand for beauty products and clothing has grown significantly as people go out again to socialize,” Jumia chief commercial officer Kenneth Oyolla said during the company’s vendor conference in Nairobi on Friday.

Jumia Black Friday

The event which hosted close to 200 vendors was aimed at recognizing the sellers and guiding them on how to leverage the Annual Jumia Black Friday to grow their businesses.

The campaign runs from November 3 to November 30.

During the annual event, retailers offer price cuts to spur shoppers’ interest in items such as smartphones, laptops, smart TVs, and other electronic gadgets.  

“We urge you as vendors to make Black Friday a success through strategic pricing and taking advantage of our Marketing and Advertising collaborations to boost your businesses,” Mr Oyolla added.

New warehouse

Jumia chief executive Juan Seco said the New York-listed company had opened a new warehouse on Mombasa Road to increase storage capacity for its vendors.  

“We urge our vendors to explore storage options with our new integrated warehouse which will provide increased storage capacity for businesses and offer better warehouse operations,” he said.

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Meanwhile, the e-commerce businesses with a stronger focus on electronic products have seen decreasing demand post-covid-19 – as supply is tighter and customers spend less on electronics and more on everyday essentials.

The demand for smart TV sets is, however, is expected to grow significantly in the coming weeks ahead of the 2022 FIFA World Cup that kicks off on November 20.