Jumia: rise, fall and opportunity. (Africa)

As we think of e-commerce firms or platforms, we may think Amazon and Alibaba are the most influential companies in the world. In U.S, Amazon is the most dominant company in terms of e-commerce platforms, operating 1p (first party) and 3p (third party) which compete each other. In China, Alibaba dominates the online retail market providing best service to the consumers regarding delivery, price, and its identical entertainment-based marketing. However, there are valuable companies other than the two I mentioned above. One of example of prospering e-commerce company, Mercado Libre, is based in Argentina which dominates South American retail market. Other example is the e-commerce platform called Jumia Technologies which is operated in African market. I personally found this company very attractive as online shopping market in Africa has great potential to grow more than what we think.

What is Jumia

Jumia is considered as “Amazon of Africa”, founded in 2012 by Jeremy Hodara and Sacha Poignonnec, previous McKinsey consultants. It is the largest African e-commerce platform which has wide variety of products and categories such as electronics and fashions. Jumia also provides logistics and payment services which make user-friendly environment to African consumers. They have about 50,000 local partners, 81,000 sellers, 6.8 million active users (previous year was 4.8 million), and more than 5,000 employees all over Africa (which is mostly furloughed or fired recently). 

Rise and fall

Moreover, Jumia is the first African tech companies listed in New York Stock Exchange in April 12th 2019. The IPO of the company was a great hope for African firms enough to have a dream to be traded in America. The share rose about 75% on its first day of listings and reached the market capital of 3.9 billion dollars. However, in May of 2019, Jumia had suffered from the short-seller Andrew Left of Citron Research who claimed Jumia as “securities fraud”. The share price plunged half in a week after the report of high possibility of fraud. In April 2020, Rocket Internet, German investment firm, which owned 28% of Jumia, announced to sell the shares. 

Opportunity

As a rise of COVID-19, more demand through online has increased. The worldwide e-commerce platform was in boom as consumers started to stay at home. Africa was not exceptional. Africa is the continent where online retail market is growing. They have 52 different countries which consist of potential 1.3 billion consumers and 17 million SMEs/merchants for online shopping business. Mobile market in Africa is expected to half-double in leading countries over the next five years which means over 300 million smartphones will be added to the market. 

“There is enormous opportunity. In absolute numbers, Africa may be smaller right now than other regions, but online commerce will grow about 30% every year. And even with wider global declines, online shoppers are growing twice as fast. Stripe thinks on a longer time horizon than others because we are an infrastructure company. We are thinking of what the world will look like in 2040-2050.”   - Patrick Collison

Source

https://ecommerceiq.asia/africa-ecommerce-jumia/

https://www.iafrikan.com/2020/04/03/jumia-rocket-internet-new-york-stock-exchange-wall-street-sale-african-startup/

How will Biden Administration affect global trade?

Joe Biden (Democratic Party) was selected as US president in November 2020. U.S economy has been stagnant since the emergence of COVID-19, which diminished purchase power of overseas supplies. However, if the US economy recovers as economic stimulus measures reach agreement, the demand from U.S. consumers will increase, which is good news for global economy and trade. Nevertheless, due to the increase in monetary base and the velocity of dollar supply, it is highly likely that Biden's major pledges will act as a pressure to appreciate other currencies (only Turkish Lira is depreciating its value). There is also high possibility that Biden will maintain a strong policy toward China to protect U.S. industries, which is in need for other countries to monitor and prepare.

Dealing with China

Similar to the previous Trump administration's trade policy, Biden administration will also show strong stance towards China in terms of trade through strengthening solidarity with the alliance. It is expected to respond strongly to unfair trade practices in China in collaboration with allies and expand to areas such as human rights, labor, and the environment (climate change).

Protective Trade Measures

The possibility of withdrawing tariffs against China and Article 232 measures imposed by the Trump administration is expected to be low, and import regulatory measures such as anti-dumping and countervailing duties are expected to continue to protect domestic industries.

Trade Agreement 

It is a position that it will not proceed with a new trade agreement immediately after election, and even if a trade agreement is promoted, there is a high possibility that the Democratic Party will demand strengthening of requirements such as labor and environment provisions traditionally emphasized.

These three factors are the position that the United States will lead the world trade order and rebuild the leadership of the United States through multilateralism and restoration of trust with allies.

How will these affect to the global trade? The recovery of the US economy through expansion of stimulus package and rules-based trade policy are expected to have a positive effect on global trade, but there is a need for continuous monitoring of disputes between the US and China and fluctuations in exchange rates and oil prices, and protective trade measures (Buy American). 

To conclude the existing concept of US-China conflict remain unchanged. Unlike Trump's unpredictable and extreme tariff wars, trade policy with China is likely to become an imprisonment for China through coalitions with allies. Therefore, the trade dependent country like Japan, Korea and Taiwan should pay close attention to Biden's economic pledges and the process of industrial protection policies.