African e-commerce giant Jiji is expanding beyond the continent for the first time, with plans to launch in Bangladesh. The move is driven by the country’s growing middle class, rising mobile connectivity, and a projected $13 billion e-commerce market by 2027.
Jiji, which operates in seven African countries, sees Bangladesh as a high-growth opportunity, with 131 million internet users and increasing adoption of digital shopping. However, it will face competition from established players like Daraz, Bikroy, and Ajkerdeal. To succeed, Jiji will likely leverage its scalable business model, localized strategies, and strategic partnerships, similar to how it expanded in Africa.
Jiji has a track record of rapid growth through acquisitions, including its 2019 takeover of OLX Africa, the 2021 acquisition of Cars45, and the 2022 purchase of Tonaton in Ghana. The company aims to replicate this success in South Asia.
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