When Jiji started in 2014, there were already other big e-commerce companies in Nigeria like Konga, Jumia, and OLX. Even though these companies had been around for two years, Jiji quickly became a major player by making it easy for people to use their platform and partnering with other companies. They offered free listings for new sellers and worked with phone makers to put the Jiji app on cheap Android phones. In 2016, they even partnered with Airtel to let people use the app without using their data.
Jiji wasn’t just focused on Nigeria. In 2019, they made a big move by buying OLX Africa. This gave them control of operations in Nigeria, Kenya, Ghana, Uganda, and Tanzania. By doing this, Jiji reached 300 million people across five countries, making them a major e-commerce player in the region.
TechCabal spoke to Anton Volianskyi, Jiji’s co-founder and CEO about the company’s journey and the challenges of scaling in different markets. This article is an extract from the Interview.
The 2021 acquisition of Cars45 enabled Jiji to simplify vehicle transactions across Nigeria, Kenya, and Ghana. Buyers could now access detailed vehicle inspection reports and schedule physical inspections, while sellers received tools to evaluate prices and streamline sales. In 2022, Jiji acquired Tonaton, Ghana’s leading classifieds platform, consolidating its dominance in the region and expanding its customer base.
Jiji’s growth wasn’t without challenges. The platform faced stiff competition from global players like OLX and Ringier, known for their massive budgets, as well as local competitors. Jiji had to put a lot of effort into using artificial intelligence to spot fraud and fake ads to keep its users safe. By carefully tracking every penny spent on advertising, Jiji was able to use its money wisely and beat out other companies.
The COVID-19 pandemic initially caused problems for Jiji’s business. However, they were quick to adapt and benefited from the big increase in online shopping during lockdowns. Even though the value of the naira went down, causing financial difficulties, Jiji managed to stay strong, keep all their employees, and continue to grow.
By 2023, Jiji had become a major player in e-commerce, with 65 million people visiting its websites across different countries. A huge number of people use Jiji. In fact, one out of every four people who use the internet in those countries is a Jiji user! They have over 6 million active listings with an estimated value exceeding $10 billion. Jiji currently drives annual transaction volumes in the range of $10-20 billion.
Jiji is a big deal in many African countries, including Nigeria, Ghana, Kenya, Uganda, Tanzania, Ethiopia, Senegal, and Côte d’Ivoire. They help over 200,000 small businesses and sellers, and they have a team of 1,000 people working hard to make everything run smoothly.
The acquisitions of Cars45 and Tonaton have enriched Jiji’s platform. Cars45 introduced streamlined car transactions, offering inspection reports and efficient processes, while Tonaton strengthened Jiji’s presence in Ghana. These moves diversified Jiji’s revenue streams and expanded its services, bringing it closer to becoming a regional leader in online classifieds.
As Jiji looks to the future, its plans include deepening its presence in existing markets and exploring further expansion across East and West Africa. To stay competitive, the company focuses on enhancing user experience, introducing localized features, and offering innovative solutions tailored to its markets. Ranked as the 42nd most-visited site in Nigeria, Jiji’s commitment to meeting evolving user needs ensures its position as a market leader in African e-commerce.
