Grit & Growth | From Informal Markets to E-commerce: The Jumia Story

[MUSIC] You have to be comfortable with complexity if you're going to work in Africa.

>> If you're serious about changing things, you first have to understand why they are the way they are. >> We love complexity, and we enjoy taking complexity and making it simple.

>> Think about how difficult it is to change your own habits. Now expand that to an entire continent.

This is a challenge faced by African e-commerce company Jumia. How do you change hundreds of years of established precedent in

how people buy and sell? In many ways, they've cracked the code, and they've done it differently than you might expect.