British International Investment with BoPInc

Inclusive e-Commerce in Africa’s heartland

E-commerce is expanding fast across Africa—but access and inclusion aren’t keeping pace. Since 2012, Jumia has helped shape the continent’s digital economy. With British International Investment’s long-term investment and BoPInc’s inclusive innovation approach, they’re now reaching the customers and communities often left out of the online boom. Together, they’re proving that digital retail can be a tool for real inclusion, not just convenience.

Client

British International Investment with BoPInc

Deliverables

Impact video

Services

Production

,

Creative

Countries worked in

Ivory Coast

E-commerce meets equity in Côte d’Ivoire

Ask

How can e-commerce platforms thrive beyond capital cities—and reach people who’ve long been left out of the digital economy? BoPInc and British International Investment asked us to help tell the story of how Jumia adapted its model to meet real needs in smaller cities and rural areas.

Makmende approach

We proposed an investigative-style video, with characters that could speak from experience. With a documentary feel and a playful, informative tone, the story traced how new strategies, like agricultural product expansion, women-led JForce teams, and offline pick-up hubs—brought e-commerce closer to everyday life.

Outcome

The result: a 3-minute film designed for investors, partners, and a broader audience, spotlighting Jumia’s inclusive approach to digital retail. Through compelling visuals and real voices from the field, the video offered a fresh narrative for Africa’s e-commerce evolution—grounded in research, powered by people, and ready to scale.