Analytics Partnership for Africa's Jumia

Jumia, a pan-African e-commerce platform, has announced a link-up with UK-based analytics specialist Contentsquare, aiming to help clients provide seamless on-site experiences to customers and rapidly identify potential problems.

Jumia covers fourteen African countries and offers a marketplace connecting more than 80,000 sellers with consumers; the Jumia Logistics service for the delivery of packages; and JumiaPay, a payment service for the platform's users in selected markets with which firm says additional financial services will be integrated in the future.

Contentsquare's UX analytics and optimisation platform helps businesses understand how and why users are interacting with their apps and web sites, and is based on measurement of billions of touch and mouse movements. A mix of behavioural data, artificial intelligence and big data feed into the firm's automatic recommendations for optimising the customer journey. The software will allow Jumia to rapidly identify areas of focus and understand why online visitors behave in specific ways; and will assist the roll-out of its in-house personalised product recommendation tool.

Contentsquare UK MD Duncan Keene says more efficient online marketplaces both boost productivity and improve customer journeys: 'This is key to remaining competitive in any ecommerce business'. Omar Fathallah, Head of Onsite Merchandising at Jumia says Contentsquare's data visualisation is a key reason for the partnership, as it 'allows us to visualise the customer journey with any segment, over any time frame, on any device'.

Jumia is currently using Contentsquare's new personalised dashboards to track their homepage and category page performance, and hopes soon to use more of its new product features including retroactive backgrounds and triggered session replay - these allow the firm to see exact screen recordings of how customers behave on the checkout'.

Contentsquare has had a busy few months since raising $60m in a Series C round of funding in January: it moved its London office to larger premises in April and bought Israel-based experience analytics company Clicktale two weeks ago, for an undisclosed sum.

Web sites: www.contentsquare.com and www.jumia.com .