E-commerce platform Jumia has announced a strategic partnership with MoEngage, a customer data and engagement platform, to transform its customer experience across the continent.

According to a statement, this collaboration aims to enhance Jumia’s engagement strategy, offering more personalised services for its millions of users in Africa.

“As part of its mission to provide a superior customer experience, Jumia sought to upgrade its engagement platform,” the statement read.

The company’s goal is to create a unified, 360-degree customer profile that would allow them to connect with users at the right time across multiple channels.

It noted that the integration of MoEngage’s advanced segmentation, personalisation, and analytics tools will enable Jumia to build stronger and more meaningful relationships with customers.

Jumia’s Group Director of Growth, Fatma Hamdi, explained the rationale behind choosing MoEngage, stating, “We needed a flexible partner to tackle the unique challenges of our fast-paced, technology-first brand. This partnership is empowering us to enhance our offerings by creating a unified customer view while respecting data protection laws. It will help us build deeper brand-customer relationships, increase retention, and ultimately drive customer lifetime value.”

The partnership comes at a crucial time for Jumia, which has experienced rapid growth over the past two years. In such a competitive e-commerce landscape, Jumia recognised the need for an advanced platform to strengthen its customer retention and satisfaction. MoEngage’s ability to provide seamless customer engagement solutions made it the ideal choice to help Jumia maintain its competitive edge.

Also, the Regional Vice President of Growth and Strategy at MoEngage, Kunal Badiani, said, “We are thrilled to partner with Jumia. MoEngage’s proven expertise in supporting global retail brands with personalised, omnichannel engagement capabilities will contribute meaningfully to Jumia’s growth trajectory.

This partnership represents a fantastic opportunity for us to play a role in enhancing Jumia’s customer experience and helping them scale effectively.

“This collaboration marks a significant step towards elevating the e-commerce giant’s personalised engagement strategies as it continues to expand across the African continent,” he added.