Online Market Firm Jiji Rebrands to Conform to New Demands

By Jacktone Lawi

Jiji Africa has unveiled a new vision, mission, and brand style in an extensive rebranding initiative.

Jiji, the largest online marketplace in Africa, has completed an extensive rebranding effort to align with accelerated company growth, development, and vision for the future. They aim to strengthen its young, friendly, and extraordinary corporate image. At the heart of this rebranding is a change of the company’s vision, mission, and position. And that’s what they wanted to reflect in the new tagline and design approach.

A unique design feature — named Ji-spots — has been designed to represent Jiji’s diversity in its service offerings. They also mention that such elements and the new palette best describe the main difference of their classifieds platform from online shops or marketplaces.

The refreshed Jiji brand includes a new tagline, “Because Deals Can Be Easy.” It should represent the ease of using the Jiji platform in whatever service one chooses, whether it’s buying, selling, hiring, renting, swapping, etc. 

“We are not a shop, so we don’t sell any products. Instead, we improve making deals to help people find each other and get what they want. We want things to become easier with the Jiji platform,” Valeriia Kupreichuk, Jiji Africa’s Brand Manager.

“The new brand reflects Jiji’s focus on customer satisfaction and ease of online shopping. Our dream is to live in a world where people can afford everything they need. To fulfill this, we created a platform where people can find other people with the right solutions, be it a product, a job, or a service. With us, anyone can exchange, sell and buy anything based on their needs, budget, and circumstances. We are for satisfying needs and against frustration,” said Vitalii Sharovarov, Jiji Africa’s CMO.

With a network of five markets across Africa, including Kenya, Uganda, Tanzania, Nigeria, and Ghana, Jiji gets approximately 1.6 Million+ active ads and 2.5 Million buyers monthly. By significantly rebranding, Jiji is looking forward to opening up new levels of making deals between people and building an even stronger community where anyone can feel satisfied and safe.

Anton Volyanski, Jiji Africa’s Founder, says: “We have been planning the rebrand for some time. It coincides with a period of strong growth in our company and a period of unprecedented change in the way e-commerce is marketed, especially with the Post Covid wave. We have always tried to be innovative with marketing, and the evolution of our brand underpins this. We wanted a modern and adaptable style but with links to our African heritage. This is important for our clients, and so it is crucial for us.” 

“This rename and rebrand represent a significant step in the company’s evolution. We are redefining who we are, driving change, and shaping the future of the e-commerce industry,” said Maksym Golubev, Jiji Kenya’s Country Manager. “Our brand ethos has always been built on trust, credibility, and customer-centricity. That’s what’s kept our business running seamlessly for the past year. In addition, we pride ourselves on our ability to connect buyers and sellers in a free classifieds site.”

Since it penetrated the Kenyan Market in 2020, after buying off OLX assets, Jiji has been raising the bar in the e-commerce industry, having been named recently as the Best Classifieds Website in Kenya in the E-commerce Awards that took place in August 2021. It has led the way in innovation, customer-centric features that have increased their site’s traffic and sales. 

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