Jumia vs Konga (The Battle for Online Supremacy)

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We always like to bring you duels that keep you glued to your screen by bringing the facts about industry Arch-rivals. We decided to make today’s session more local, by discussing two of Africa’s biggest e-commerce platforms and marketplaces.

The E-commerce sector has been on the downside since 2017, with several start-ups packing up, although many are still venturing into the failing space, we have two Giants in Nigeria. They have maintained their names during the rain and hopefully when the sun comes. Its “Jumia vs Konga”, let’s take a look at their history before we go into the dynamics.

Jumia history and timeline of success

Jumia was founded in 2012 by Jeremy Hodara and Sacha Poignonnec, the platform was launched in Lagos and in the same year of its launch, it had already begun expanding to North and South African countries. Jumia is primarily an online marketplace for products ranging from electronics, fashion down to books.

Jumia has several other subsidiaries; Jumia Travel which is for booking hotels, Jumia foods which is popular for facilitating food delivery, Jumia One is for paying bills, Jumia Party for selling wines, Jumia Pay helps facilitate payment across all Jumia platforms.

Jumia is best known for collaborations and partnerships, with the likes of MTN and AXA Mansard supporting Jumia.

Konga history and timeline of success

Konga also started in 2012 and was founded by Sim Shagaya; it focused as an online retailer and dealt primarily in Baby products and other beauty care products. Konga expanded to other parts of Nigeria and scaled up to become a marketplace like its Arch-rival; Jumia.

Konga in its early year thrived and in 2015, it was voted the most visited web platform in Nigeria. Konga launched; “Konga Mall” which is a platform for a third-party retailer, this was an initiative to aid other businesses to grow on the Konga marketplace.

Konga delivered other services like KongaPay and Kxpress. Konga was acquired by Zinox in 2018 and merged it with Yudala; the merger made it the biggest e-commerce and retail company in Nigeria. Konga is now an e-commerce platform and an Omni-channel retail company.

Jumia and Konga Pricing War

Both brands render varying prices since they are both marketplaces you should expect a large array of prices. Although a users feedback survey show that Jumia has a larger number of suppliers and also cheaper prices, while Konga gives good prices but focuses more on quality goods.

Also checking their Black Friday prices, fashion goods were cheaper on Jumia, while body care products were cheaper on Konga. Like their black Friday deals, both brands have categories where one offers the best price, so it depends largely on what you want.

Jumia vs Konga: Brand Popularity

Jumia is no doubt a household name in Nigeria and prior to Konga’s merge with Yudala in 2018, it was the biggest online marketplace in Nigeria, with intense online marketing and numeral vouchers and coupons they issue.

Jumia has been the favorite in the hearts of many Nigerians. Konga even before their merger was once awarded most visited website in Nigeria (2015).  Merging with Yudala has made them a major force to reckon with and has made them the biggest e-commerce platform in Africa.

Although many will still call that a presumption.

Jumia vs Konga: Delivery Service

Jumia has physical stations where you can pick up your item after 1-3 days after the order is made or the customer pays more for it to be delivered to a location within a certain number of days. The delivery time frame depends greatly on a lot of factors; part of which being; the Nature of the item, the location of the vendor, the location of the customer.

Jumia has created other channels like its J-Force, which is another way of ensuring deliveries get to your doorstep.

Konga, on the other hand, ensures all orders are delivered within 1-3 days unless the product is being shipped in. The Kxpress is the logistics arm that fulfills the orders in nothing more than 72 hours after an order is made and it also comes with online tracking.

Konga also has the Konga Self-fulfill which enables merchants to have shipping agreements already negotiated by Konga. The goal is to ensure customer satisfaction and rapid delivery.

JumiaPay vs KongaPay

Well, you guessed right, this part is about their payment platforms, both brands at the same time.

Jumia pay is a secure payment platform for customers, sensitive and private bank account information is not taken to guide against fraud. The platform is used to pay for all Jumia services. Jumia also has other payment platforms like PayPal, remita and the likes.

KongaPay, on the other hand, is a payment platform for Konga, it was founded in 2015 after Konga made partnerships with about 10 major commercial banks, and this has made their payment platforms very trustworthy. They simply require your account name and number. All other sensitive information remains with the customer.


Jumia has thrived by the collaborations they make continent-wide working with several telecom and tech companies, they have thrived on derived trust.

Konga, on the other hand, has used this major to build trust; they make integrations with other businesses ranging from finance to logistics and transport. Both brands deserve to be at the top but only one can be alpha, and you get to decide.

Please share with us in the comments.

Hi! My name is Ikenna Gabriel Ifenna and I am a professional IT consultant. I have an excellent understanding of how computer works and I love to read, write and research about tech kinds of stuff. I design websites, knows how to use WordPress multisite to create complex web applications and I design e-Commerce websites for businesses. When I am not doing any of these, you can find me riding bicycle with Strava. Want to work together? I would love to hear from you.

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