In January 2024, Jumia, a leading African e-commerce platform, initiated layoffs in Kenya and other African markets. This move followed the company's exit from its food delivery venture, Jumia Food, a month prior. The exact number of employees impacted by this decision remains undisclosed.
An anonymous Jumia employee voiced their concerns on Glassdoor, stating that while the layoffs were announced, no specifics were given regarding who would be affected.
This round of layoffs follows a previous downsizing in 2023, where Jumia let go of 900 employees in a bid to reduce costs and steer the company towards profitability. Some employees were reassigned within the company, as reported by TechCabal.
Jumia, in an email to TechCabal, explained that the layoffs were part of a strategic refocus on activities and projects that support their path to profitability. The company remains optimistic about the future of e-commerce in Kenya and Africa.
In 2023, Jumia began phasing out its food delivery business, ceasing operations in Ghana, Senegal, and Egypt. By the end of the year, the company had completely exited the business, citing unsustainable competition with more aggressive players.
Under the stewardship of Francis Dufay, Jumia has prioritized cost discipline and operational cost reduction. The company's Q4 2023 report revealed a decrease in operational losses to $4.5 million for the quarter, along with a reduction in advertising expenses. Despite challenges such as inflation and currency devaluation in key markets, Jumia remains hopeful that cost discipline and positive trends in other markets will lead to profitability.
You may like this too...
Hell Wazoplus beautiful readers and creators. I hope you're all doing well. I was curious to know if any of you still use Netflix. I know that some of you may have more financial resources, but for those who use Dropbox, have you had a chance to watch "The Gentlemen"? My sprinkles that's a great show, The production quality of the TV show is truly remarkable, rivaling that of a film. The show boasts impeccable clarity, attention to detail, and expertly crafted camera work. The acting is also superb, and the show does not contain any hidden messaging. While it is not technically the first season, it serves as a strong introduction to the characters and plot. It is a welcome addition to the film universe it is connected to, and I hope to see more characters from that world make an appearance in future episodes. It's great to see a show that stands out from the crowd and offers a breath of fresh air from the subpar content we've been bombarded with on streaming services lately. It's nice to know that there are still some quality shows out there that we can enjoy. like Shogun, represent a potential turning point for the industry. It is my hope that more high-quality, community-supported content will be produced, and that we can move away from the trend of heavy-handed messaging that has dominated the industry as of late. It is truly gratifying to see the industry treat its audience with respect and produce shows that can be appreciated on their own merits, without resorting to labeling viewers as "ists" or "phobias" based on their opinions of the show. I hope you get to enjoy it 💕 and have a productive week ahead🌀
Performance Marketing Tips for African Startups
Startups in Africa are growing daily, and to survive the heavy competition, you might want to try a different approach to marketing strategy, known as performance marketing.
Performance marketing focuses on measurable outcomes and the impact of marketing efforts on key performance indicators (KPIs) such as customer acquisition, conversion rates, and revenue generation.
Unlike traditional marketing approaches, which emphasize brand awareness and visibility, performance marketing is inherently data-driven, enabling you to optimize your campaigns and allocate resources more effectively.
In this article, I will explain in detail what performance marketing is all about and how to mine the treasure in it.
Key Performance Marketing Channels for African Startups
1 . Search Engine Marketing (SEM) and Search Engine Optimization (SEO)
What are SEM AND SEO?
SEM (search engine marketing) involves paid strategies to increase a website's visibility in search engine results, using methods like paid advertising.
SEO (Search Engine Optimization) focuses on organic, non-paid methods to enhance a website's visibility in search engine results, improving its ranking through content and technical optimizations.
- With most consumers turning to search engines to discover products and services, startups can harness the power of SEM and SEO to enhance their online visibility.
- By targeting relevant keywords and optimizing website content, African startups can improve their organic search rankings and drive qualified traffic to their digital properties.
2. Social media advertising.
Social media advertising is the use of paid promotional content on social platforms to reach a specific audience. It involves creating and targeting
Growth Marketing vs Performance Marketing
Marketing, in its myriad forms, has always been the lifeblood of business development and sustainability.
However, as the digital age continues to metamorphose how consumers interact with brands, the strategies that businesses employ to capture attention, build relationships, and drive sales have also evolved.
Two of such strategic paradigms that have grown in popularity are growth marketing and performance marketing.
marketing and performance marketing is all about.
Defining Growth Marketing and Performance Marketing
Before delving into the nuances separating growth marketing from performance marketing, it’s crucial to understand what each term embodies.
Growth marketing is an integrated approach that focuses on expanding a company’s customer base and increasing its revenue by experimenting with a variety of channels and strategies.
It not only aims to attract new customers but also to activate, retain, and ultimately turn them into champions of the brand, fostering organic growth.
Growth marketers are data-driven, yet they equally prioritize creativity and customer experience throughout the funnel stages.
Performance marketing, on the other hand, is directly tied to specific actions and results.
It’s a blanket term that covers online marketing and advertising programs where advertisers pay only when a specific action such as a click, sale, or lead is completed.
Performance marketing is highly metrics-oriented, focusing on quantifiable results that can be tied back to specific marketing efforts and campaigns.
The Philosophical Distinctions
Beyond definitions, understanding the philosophical differences between growth marketing and performance marketing is essential.
Growth marketing views the user’s journey as a cohesive na