How E-Commerce Giant Africa Internet Group is Transforming the Continent

Africa E-commerce Mobile Startups

Africa Internet Group (AIG) is connecting multiple services into one cohesive enterprise. Starting in 2012, the company began offering food ordering and online shopping in four African countries. Just 3 years later and the company now controls the e-commerce sector in 23 counties. Not only contented with online shopping and food orders, the company has expanded to 10 other service lines including taxi services, hotel reservation, classified ads, and even a logistics platform for businesses. Impressively, AIG is now the undisputed leader in these countries, ranked as the #1 e-commerce company in nearly every country. For example, Nigeria, the largest country by population in Africa, all of AIG’s business lines are the top e-commerce sites for the country.

Africa Internet Group

AIG has secured this branding position by developing strong ties with companies such as Nike, McDonald’s, Apple, and HP.  The company has benefited in securing the long term relationship with the help of its parent company (Rocket Internet) position and relationship in the global internet space. Rocket Internet has been first in these markets, becoming the largest provider of e-commerce service through its AIG unit.

Africa Internet Group Startups

Some of AIG’s portfolio of companies include:

Jumia is a online shop offering electronics, fashion, home appliances and childrens products.

Zando is an online store selling women, men and kids fashion and beauty products in South Africa.

Carmudi is a fast growing car classifieds that offers car buyers an easy method of finding quality cars.

EasyTaxi is a ride hailing Uber like service that allows you to book a taxi.

Jumia Travel is a hotel booking service that provides the best curated hotels in Africa.

Everjobs is a pan-African job portal that connects Africans to jobs.

Kaymu is an online marketplace in Africa for buyers and sellers.

Lamudi is an online real estate portal offering properties for sale or rent. is a fast-growing general online classifieds site in Africa .


The future for Africa Internet Group looks promising. The company uses both data mining and predictive analytics to maintain its leading role and capture trends. The multiple brands allow the company to develop cross-selling efforts, scale into nearby countries and increase revenue stream.  AIG is in a unique position to capture consumers in this mobile first continent which will undoubtedly translate into big profits. As time moves forward, the company’s brand will expand as economies, incomes and mobile penetration grows.