On Monday, 26th November 2018, the joint venture Adialea between CFAO retail and Carrefour announced the signing of a new partnership deal with Jumia, an e-commerce leader in Africa for the distribution of Carrefour products on its online sales platform. This new partnership deal is a strategy by CFAO retail and Carrefour to be able to provide access to a variety of quality products at affordable prices for all its customers and delivered conveniently to their homes.

The online sale of Carrefour products on the Jumia platform will begin in early 2019.

“The Carrefour brand products are highly appreciated by consumers in our various Carrefour or Carrefour Market outlets in Abidjan and Douala. Today we are pleased to offer a new distribution channel for our customers and to take advantage of e-commerce development in Africa,” said Jean-Christophe Brindeau, Managing Director of CFAO Retail. “It is very important to diversify the circuits to meet their expectations.”  

A longstanding partner of Carrefour in the Middle East and East Africa, Majid Al Futtaim Group also announced the signing of a partnership with Jumia Kenya. The agreement would enable them to sell their products on the online store in these four African countries: Ivory Coast, Cameroon, Senegal and Kenya.

Carrefour Group has a network of 12,300 stores in over 30 countries; it is one of the world’s leading food retailers. It operates in Africa through franchises in seven countries with local partners in 227 stores.  These partnerships would help to strengthen the presence of the group in Africa.

Jumia’s position as a leading e-commerce platform would give Carrefour the opportunity to increase its brand reputation across Africa while boosting sales. The diversity and quality of products offered on the e-commerce platform would also increase.