Jumia, Xiaomi open MI stores for millions across Africa

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Africa’s leading e-commerce platform, Jumia has today signed an important partnership with technology leader Xiaomi to 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.

This partnership will be supported by an ambitious joint-marketing plan over the full year 2019, leveraging Jumia’s digital assets and Xiaomi marketing capabilities. This is the promising first step to a close partnership between both companies over the years to come.

The deal is very important, 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.

The two companies believe in working with each other to share values and to reach more Mi fans across Africa.  The e-commerce model is part of Xiaomi’s DNA and Jumia believes that working with Jumia will help bring innovation for everyone across the continent.

The partnership will initially cover Nigeria, Egypt, Kenya, Ivory Coast, Morocco, and Ghana, and aim to cover all other countries where Jumia operates. Most markets will be directly supplied from China, confirming the fast expansion of intercontinental trade in Africa.

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