Online e-commerce websites in Kenya are aggressively trying to outrank each other in marketing strategies so as to gain more customers and ultimately make more sales. Jumia has become very popular over the years and has managed to enjoy a larger part of the market share. Kilimall a close competitor to Jumia seems less aggressive in its quest to gain customers. Nevertheless both Jumia and Kilimall have heavily invested in there affiliate programs something which Masoko have completely ignored. Here is how Jumia does its marketing vs how Masoko by Safaricom advertises its' products.
Jumia mainly uses its affiliate program to advertise. Website owns especially bloggers are part of the jumia jforce team in which they review products and offer links to Jumia store products. Best affiliates earn higher commissions through rewards such as doubled commissions. Black Fridays are among the days in which Jumia sales products in high quantities and higher commission rates are given to mobilize affiliates to market more. Secondly, Jumia uses Online advertising agencies to market itself, the main one being Google adsense. As the jumia brand becomes more and more established, Jumia may end up spending more on adsense than affiliate program, it is a known fact that affiliate programs lower commission rates with time.
Masoko is an e-commerce platform established by Safaricom, the telecommunications firm has invested in this sector as a means to diversify its revenues. Since it was launched, Masoko has failed to hit the market as it's popular M-pesa performed over the years. This may be attributed to the stiff competition or other factors such as:
Masoko recently started aggressively advertising through Televisions and radio stations. Bob Collymore refers Masoko as the future of Safaricom. This may or may not be the case depending on how successful masoko will become. It is surprising that Masoko has not considered in investing in affiliate program. All other online stores including Amazon, eBay, Konga, walmart, Best Buy just to name a few, have affiliate programs. Internet users are the most potential customers to buy products online therefore the move by masoko not to use bloggers to advertise its products may not play well for them in the long run.