Jiji expands online store to Bangladesh, its first foray outside Africa

African e-commerce platform Jiji, is making its first foray outside the continent. The company will launch in Bangladesh, drawn to its growing middle class and increased mobile connectivity. The move signals the company’s ambition to tap into high-growth emerging markets beyond Africa. Bangladesh’s e-commerce sector is projected to reach $13 billion by 2027, according to Payments and Commerce Market Intelligence (PCMI).

Jiji, which currently operates in seven African countries—Ethiopia, Ghana, Kenya, Nigeria, Tanzania, Uganda, and Senegal—sees Bangladesh as a natural next step. With 131 million internet users and a growing appetite for digital shopping, the South Asian nation offers the company a chance to grow its current 12 million monthly active users.

“With a solid financial foundation and a scalable business model, we have grown into a profitable leader in Africa’s e-commerce space,” a Jiji spokesperson said in an email to TechCabal. “Our success in Africa has shown us how to navigate fast-growing markets, and we believe Bangladesh has the same potential for Jiji to thrive, helping to grow the e-commerce sector.”

Bangladesh is an emerging player in the Asia-Pacific e-commerce market thanks to government policies targeted at driving e-commerce growth. One of such policies is the Information and Communication Technology (ICT) Act of 2006 which provides the legal framework for online transactions and addresses cybersecurity concerns.  The government also formulated national ICT policies to guide the development of the digital economy, including e-commerce.

These initiatives, coupled with a rising middle class, have created fertile ground for e-commerce expansion. In 2024, 79% of Bangladeshi consumers shopped online, and 47% expressed comfort making payments on digital platforms, according to a PCMI survey.

Jiji’s entry into Bangladesh will put it in direct competition with established players such as Daraz, Bikroy, and Ajkerdeal, which have strong brand recognition and consumer trust. To replicate its African success, Jiji will need to differentiate itself through localized offerings and strategic partnerships.

Founded in 2014, Jiji initially broke into Nigeria’s competitive e-commerce market by offering free listings for first-time users and partnering with phone manufacturers to preload its app on affordable smartphones. The company also struck a 2016 deal with Airtel to provide data-free access to its platform. 

It raised $21 million in 2019 and acquired OLX Africa, taking over its operations in Nigeria, Kenya, Ghana, Uganda, and Tanzania. This move helped Jiji reach 300 million people across five countries. In 2021, Jiji acquired Cars45, a platform that buys, sells, and trades used cars in Nigeria, Kenya, and Ghana. The following year, the company acquired Tonaton, its main competitor in Ghana.

Jiji’s playbook worked in Africa. The company hopes to replicate the success in Asia.