Online classifieds platform Jiji extends its reach, aims to conquer Bangladesh's thriving electronic commerce sector.
Jiji Expands E-commerce Operations to Bangladesh
After making a significant impact in African markets, e-commerce platform Jiji is setting its sights on new horizons. The South Asian nation of Bangladesh is the next destination for Jiji's expansion, marking the first time the platform has ventured beyond the continent.
The decision to expand to Bangladesh comes as a result of the country's growing potential in the Asia-Pacific e-commerce market. With government policies promoting e-commerce growth, the sector in Bangladesh is expected to reach $13 billion by 2027, according to Payments and Commerce Market Intelligence (PCMI).
Jiji's strategies for competing in Bangladesh's e-commerce market focus on leveraging its experience in localized, mobile-first, and infrastructure-adaptive operations. The platform plans to adapt to Bangladesh’s consumer preferences and regional differences, similar to how it succeeded in Africa by tailoring to mobile users and infrastructure limitations.
One of the key strategies is to design a mobile-first and low-data platform, ensuring broad accessibility and usability, especially outside metro areas. Jiji will also address logistics and payment challenges, potentially integrating local delivery infrastructure and flexible payment options, including mobile money-like services.
Competitive pricing and a wide product range will appeal to Bangladesh’s price-sensitive market, as Jiji aims to offer diverse and affordable products. To navigate the regulatory and tax environment, Jiji will need strategies to optimize compliance and maintain supplier engagement amidst fiscal challenges.
Jiji's leadership, experienced in scaling digital marketplaces under infrastructural and regulatory constraints in Africa, is applying those lessons to Bangladesh’s emerging but competitive e-commerce sector.
The entry into Bangladesh will place Jiji in direct competition with established players such as Daraz, Bikroy, and Ajkerdeal. However, Jiji's strategy proved successful in Africa, and now it aims to replicate that success in Asia.
In 2019, Jiji raised $21 million and acquired OLX Africa, taking over operations in Nigeria, Kenya, Ghana, Uganda, and Tanzania. The acquisition helped Jiji reach 300 million people across five countries.
Jiji's entry into Bangladesh presents an opportunity to expand its 12 million monthly active users. The platform initially entered Nigeria's competitive e-commerce market by offering free listings for first-time users. In 2021, Jiji acquired Cars45, a platform for buying, selling, and trading used cars in Nigeria, Kenya, and Ghana. The following year, Jiji acquired Tonaton, its main competitor in Ghana.
According to a PCMI survey, in 2024, 79% of Bangladeshi consumers shopped online, and 47% were comfortable making payments on digital platforms. With these figures in mind, Jiji views Bangladesh as a logical next step in its expansion due to its high-growth potential.
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