'African Amazon' Jumia joins global e-commerce race The United States and Europe boasts Amazon while China's biggest e-commerce giant is Ali-Baba. Now Africa has its own dedicated e-commerce site in Jumia, which is present in 14 countries on the continent and has ambitions to grow further. "There are very few stores in Africa and the infrastructure means it is very difficult to distribute the products. So e-commerce offers a real solution," explains Frenchman Sacha Poignonnec, co-founder and CEO of Jumia, during a visit to Paris. IMAGES AND SOUNDBITES