The rise of e-commerce businesses in Africa

Abstract

In this research paper, we investigated influence of social media marketing on purchasing behavior within the Fast-Moving Consumer Goods (FMCG) industry. The study focus on the relationship between social media marketing and consumer engagement besides the analysis of a case study which is Jumia as a leading e-commerce platform in Africa. We concluded that the growth of the e-commerce platforms in Africa can be achieved with effective marketing strategies of FMCG products.