Jumia, often seen as “the Amazon of Africa” has reportedly suspended operations in Cameroon. The E-commerce giant is headquartered in Europe but sells as an African company with the influence Amazon has on the U.S., has been undergoing a series of troubles, which were magnified once it went public a couple of months ago.
The Cameroon operations are said to have been suspended on Monday (yesterday) after the company determined it could not continue business in the West African state.
A brief statement from Jumia, however, says that based on its review, it has come to the conclusion that its transactional portal as it is run is not suitable to the current context of Cameroon. The company said in a statement;
“Based on our review, we came to the conclusion that our transactional portal as it is run today is not suitable to the current context in Cameroon.”
Those close to the matter say Jumia fired its entire Cameroon workforce and did not make any public announcements about it, as is the case with organizations that restructure their operations by letting go of their staff. Even Jumiaâ€™s top brass have not addressed the press as of this writing in what has been termed as Jumiaâ€™s unorthodox management style that has seen the e-commerce company make a ton of missteps.
It has been argued that many African e-commerce sites have been trying to replicate Amazon without examining market and customer requirements. This mistake has arguably been the biggest stumbling block to success.
The company however said it would continue supporting buyers and vendors in Cameroon using its classified portal, known as Jumia Deals.