Jiji, one of Africa’s largest online marketplaces, is making its first expansion outside Africa, with a move into Bangladesh.
This decision marks a strategic shift from the company, as it aims to tap into the thriving Asian e-commerce market. With Bangladesh’s e-commerce industry projected to hit $13 billion by 2027, Jiji wants to capture its market share, replicating its successful marketplace model in the country.
In an email to TechCabal, a Jiji spokesperson said,
Register for Tekedia Mini-MBA edition 17 (June 9 – Sept 6, 2025) today for early bird discounts. Do annual for access to Blucera.com.
Tekedia AI in Business Masterclass opens registrations.
Join Tekedia Capital Syndicate and co-invest in great global startups.
Register to become a better CEO or Director with Tekedia CEO & Director Program.
“With a solid financial foundation and a scalable business model, we have grown into a profitable leader in Africa’s e-commerce space. Our success in Africa has shown us how to navigate fast-growing markets, and we believe Bangladesh has the same potential for Jiji to thrive, helping to grow the e-commerce sector”.
Bangladesh E-commerce Market on The Rise
Reports reveal that Bangladesh’s e-commerce market is thriving, fueled by rapid digital transformation and increasing mobile connectivity.
The country is an emerging player in the Asia-Pacific e-commerce market, with over 125 million internet users, presenting a significant opportunity for online retail expansion. Despite being faced with challenges such as limited financial inclusion, the sector continues to expand at an impressive pace.
Bangladesh’s e-commerce market is shaped by a reliance on traditional payment methods and a strong preference for mobile shopping. According to data, the primary methods for e-commerce in Bangladesh, by share of volume are Cash on Delivery (75%), Digital Wallet (11%), Credit Card (8%), and Debit Card (6%).
Jiji, which currently operates in seven African countries, which include Nigeria, Ghana, Tanzania, Kenya, Senegal, Uganda, and Ethiopia, sees Bangladesh as a natural next step. However, its entry into the Asian country will see it compete with established players such as Bikroy, Daraz, Evaly (formerly active), Pickaboo, and AjkerDeal.
Founded in 2014 in Lagos, by Antin Volianskyi, the company entered a competitive e-commerce market in Nigeria, joining the likes of OLX, Jumia, and Konga. But soon after, it positioned itself as a major player.
In 2016, Jiji partnered with Airtel, a global telecommunications services company. This meant that customers of the Jiji site would not pay for data if they accessed the websites via the Airtel network. In April 2017, the company received the Nigeria Internet Registration Association Award as the most innovative online service of the year in Nigeria. In the same year, it emerged as the finalist of The West Africa Mobile Awards (WAMAS), having entered the top 5 representatives in the Commerce & Retail Category.
As of January 2018, it held over 800,000 ads, attracting over 160,000 sellers and 7 million original users per month, who look for bargains in cars, household goods, mobile phones, cosmetics, toys, pets, livestock, electronics, services, and most recently, to look for jobs by searching through job vacancies.
Fast forward to 2024, Jiji was ranked as the 42nd overall most visited website in Nigeria by Alexa, and as the 42nd TOP site in Nigeria for all categories by SimilarWeb.
Looking ahead
Jiji’s entry into Bangladesh signals a broader ambition to expand beyond Africa. If successful, this move could pave the way for further expansions into other high-growth emerging markets, particularly in South Asia and Southeast Asia.
By leveraging its proven marketplace model, scalable technology, and deep experience in navigating complex digital economies, Jiji is positioning itself as a global player in the online classifieds and e-commerce sector. Whether it can replicate its African success in Bangladesh remains to be seen, but the move underscores the company’s determination to grow beyond its home continent.