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When German e-commerce investor Rocket Internet launched Jumia in 2012 as a would-be African Amazon, it was optimistic that a rapidly expanding middle class would quickly shift from street markets to shopping online.
The growth of Africa's middle class has created demand for products that conventional retail struggles to satisfy due to a shortage of malls and grinding traffic. Giants such as Amazon and Chinese e-commerce firm Alibaba are out of reach for most consumers. Enter companies who tailor their service to African markets.