Jiji, a leading African online marketplace, is set to expand into Bangladesh, marking its first venture beyond the continent. The decision is driven by the country’s expanding middle class, increasing mobile connectivity, and rapidly growing e-commerce sector, which is projected to reach $13 billion by 2027, according to Payments and Commerce Market Intelligence (PCMI).
Market competition
Currently operating in seven African nations, including Nigeria, Kenya, and Ghana, Jiji serves 12 million monthly active users. The company sees Bangladesh as a market with similar growth potential, given its 131 million internet users. However, it will face stiff competition from established platforms such as Daraz, Bikroy, and Ajkerdeal. To gain a foothold, Jiji plans to implement strategies that have worked in Africa, such as free user listings, partnerships with telecom providers, and localized services.
Founded in 2014, Jiji has grown through strategic acquisitions, including OLX Africa and Cars45. Its expansion into Bangladesh reflects a growing confidence among African startups in competing globally. The move follows years of steady growth and consolidation within Africa, where Jiji has become a dominant player in online classifieds and marketplaces. By leveraging its proven playbook—free onboarding, telco collaborations, and category-specific acquisitions—the company aims to establish itself in Asia.
Bangladesh’s e-commerce sector is experiencing significant growth, fueled by supportive digital policies and widespread internet adoption. In 2024, 79% of Bangladeshi consumers made online purchases, with 47% expressing comfort in using digital payments. Jiji views these trends as a solid foundation for entry. However, succeeding in this new market will require adapting to local consumer behavior, building trust, and potentially replicating initiatives such as its data-free access model, previously launched with Airtel in Africa. Jiji’s expansion into Bangladesh is not only a crucial test of its scalability but also a potential indicator of whether African tech companies can thrive in other emerging markets.