Global retailer sets up shop in Côte d’Ivoire via Jumia

French sporting goods retailer Decathlon, which is popular known for its accessible prices and mega stores, opens its first ever boutique in sub-Saran Africa based in in Cote d’Ivoire through a partnership with Jumia, the country’s No.1 online retailer.  By Staff Writer

The partnership will result in the establishment of a 100% online shop.

The boutique on Jumia is the first of its kind in sub-Saharan Africa for  the world’s largest sporting goods retailers.

For now, it will propose a first range of products in limited stocks (shoes, bicycles, clothing, fitness equipments, etc.) to identify needs and expectations of the Ivorian consumers.

The partnership with Jumia to have a dedicated shop on its online platform would allow Decathlon to rapidly launch its products through a single store available throughout Côte d’Ivoire; bypassing most of the logistical and operational constraints that brick and mortar installations implicate.

“Jumia is the launch pad for all major brands such as Decathlon that wish to enter the Ivorian market. Our platform is designed to efficiently meet their marketing, logistics, after-sales, requirements,” said Francis Dufay, MD of Jumia Côte d’Ivoire.For these brands, our efforts aim to create a faster, qualified and inexpensive option. This in turn, allows our customers to have quick access to a wide range of genuine products at competitive prices.”

Jumia is part of Africa Internet Group, a leading global incubator of startups specialised in e-commerce.

Africa Internet Group is Africa’s leading internet firm, with already over 3,000 employees in over 20 African countries and huge successes such as,,,, and It is led by top talented leaders offering a great mix of local and international talents and is backed by MTN, Millicom and Rocket Internet.



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