Nigeria's home-grown Amazon alternatives
11 October 2013 Last updated at 00:21 BST
Nigeria's economy has experienced strong growth in recent years and one sector that's booming is e-commerce.
Businesses are increasingly taking advantage of improvements to data connectivity and a growing base of internet users - including more than 48 million people who go online on their mobile phones.
Amazon has yet to launch a dedicated retail service on the continent. For companies like Jumia an understanding of the challenges unique to the African market - low levels of credit card use and locating customers in areas without conventional addresses, for example - have been important factors in their success.
Tomi Oladipo reports from Lagos.