Becoming the leading online marketplace in Africa is no easy feat. A team of MBA students discovered firsthand just how challenging such a goal could be, especially in a developing economy. Tejal Desai (MBA’17) worked with five classmates to provide a long-term business strategy for African e-commerce giant, Jumia Kenya—a plan that she says should help Jumia grow throughout the entire continent.

“Working on a pilot business idea and a new strategy for a hot Kenyan tech startup was an amazing and unique experience,” said Desai.

Desai and her team think the first hurdle in Jumia’s race for growth is the culture’s perception of online shopping. She believes that her group’s recommendations might influence a change in the company’s approach to building an online marketplace, especially as the convenience of online shopping grows in popularity throughout the world.

Read more: https://global.georgetown.edu/features/a-global-business-experience-growing-e-commerce-in-kenya