Rwanda’s leading online platforms, Kaymu, Hellofood and Lamudi, have rebranded to Jumia. The platforms, owned by the Africa Internet Group, will now link their networks into one ecosystem and trade as Jumia, Alvin Kato, the Jumia county manager, said. 

He said the move gives them an opportunity to provide customers quality services, and also help product vendors serve end-users more efficiently. Jumia is also under the Africa Internet Group stable, and is one of the dominant online platforms on the continent.

"Trading under a single brand throughout all our operations will enable us to explore new ways of providing customers quality services, variety and convenience. This will also allow sellers to find more customers and serve them more efficiently,” said Kato while announcing the merger on Thursday in Kigali.

"Jumia is the most recognised brand with the highest number of customers. With its visibility, we also hope it’s a chance for us to gain more markets and build strong customers’ online experiences,” he said.

The firm will now trade under the ‘Expand your horizons’ tagline, which expresses the group’s ambition to transform people’s lives through Internet, and gives African people access to quality services and products using the Internet.

Sacha Poignonnec and Jeremy Hodara, the founders of Jumia, said the Internet can help improve people’s lives in Africa. The duo said merging services allows the platform to give better support to customers. "People access those services and products in an environment that ensures quality, trust and convenience,” they said in a statement.

They also noted that operating under the Jumia brand could reinforces their capacity to provide a range of services on the platform.