Jumia is available in 14 countries in Africa. Its platform consists of: a marketplace connecting sellers with consumers; a logistics service to handle shipment and delivery of packages from sellers to consumers; and a payment service.

Contentsquare’s platform fits into Jumia’s existing technology stack, enabling it to identify areas of focus and understand why online visitors behave in specific ways.

Duncan Keene, UK managing director, Contentsquare, said: “Increasingly, more purchases are made online, via marketplaces like Jumia. So, enabling those marketplaces to operate more efficiently using comprehensive analytics solutions like Contentsquare not only boosts productivity but also improves customer journeys.”

Omar Fathallah, head of on-site merchandising at Jumia added: “Contentsquare allows us to visualise the customer journey with any segment, over any time frame, on any device. This means we can better understand our users and, in turn, provide them with the best possible personalised user experience.”

Moving forward, Jumia hopes to use some of Contentsquare’s latest product features such as retroactive backgrounds and triggered session replay, to see exact screen recordings of how people behave on the checkout.