Wednesday , March 22 2023

after the failure of & # 39; Africashop, CFAO rebounds by aligning with & # 39; Jumia –


Adialea, a joint venture between CFAO and Carrefour, has announced the signing of & # 39; & # 39 memorandum; agreement & # 39; Jumia, the leader of e-commerce in Africa. Change of course for pan-African group, which closed in & # 39; June its subsidiary dedicated to online sales, Africashop.

Since the beginning of 2019, the the Carrefour brand food products will be available on the Jumia platform in Senegal, the Ivory Coast and Cameroon, CFAO announced 26 & # 39; November. Adialea, the joint venture between CFAO and Carrefour, signed a memorandum of & # 39; Jumia agreement with pan-African platform, the leader of e-commerce in Africa.

Jean-Claude Brindeau, CEO & # 39; CFAO, quoted by the press, stresses the importance of & # 39; "Diversified circuits" to meet customer expectations "to take advantage of the rise of e-commerce in Africa". Target a new not for the company, which was proven in & # 39; April 2016 foray into the web by launching Africashop, site of its own e-commerce, the store ended up going in & # 39; last June.

If the directors of CFAO, solicited several times small Africa, Then refused to comment, this decision sorpriżx analysts had requested. "In Africa, e-commerce presents significant operational challenges, ranging from failure & # 39; infrastructure for non & # 39; specific physical addresses. It is also an area where you accept to lose money and get & # 39 ; invest b & # 39; constant mode. In the US, Amazon spent & # 39; twenty years make money. the CFAO belongs to the world the old merchant, was in & # 39; it the model & # 39; beginning, "explained Julien Garcier, executive director & # 39; Sagaci Research.

Flexibility of the initial model

The CAD / CAM model, as well as its Japanese shares, but regularly used for low margins, so they hamper the development of e-commerce component.

B & # 39; contrast, "Jumia was able to get shareholders, particularly on the telecommunications side, who were willing to put a lot of money and give themselves time before you see a profit. For telecom operators, waiting & # 39 , ten, fifteen and twenty years before receiving benefits is staggering, it happens when they develop telephone networks, are used to it. Moreover, if Jumia still m & # 39; rain money, the same can not be said for MTN and Orange. the consultation of the site or the payment through mobile money, it is both the development & # 39; uses which operators responded ", explained how Jean-Michel Huet, partner in & # 39; BearingPoint.

>>> READ: Commerce: Jumia is now master of its transactions

For the second test of e-commerce, the CFAO therefore chose to align with & # 39; more flexible structure is the beginning of Jumia. In the Middle East and East Africa, the Majid Al Futtaim Group, a long-term partner of the Carrefour group, announced the signing of & # 39; & # 39 membership; Jumia in Kenya.

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