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Jumia data reveals huge demand for beauty products in rural areas
Jumia Kenya Chief Executive Officer Charles Ballard during the launch of the Jumia E-commerce report on June 12, 2023 at their offices in Nairobi. PHOTO | LUCY WANJIRU | NMG
Beauty products are the most ordered items on the e-commerce platform Jumia by Kenya’s rural customers, contributing 16 percent of all rural deliveries ahead of phones and home items such as furniture and bedding, which stand at 11 percent each.
The trend has been due to the scarcity of varieties among local retailers reluctant to pile up stock as they dread the slow sales.
