How Does Jiji Make Money | (Revenue Model Explained)

Jiji has carved a niche for itself as a prominent online marketplace in Africa, offering a platform for buyers and sellers to meet and transact. Like a bustling digital marketplace, it hosts a variety of categories from electronics to fashion, automobiles to real estate. As a business, its model is structured to generate revenue while offering value to its users.

History of Jiji

The story of Jiji is a tale of innovation, growth, and a relentless pursuit of creating value in the African online marketplace arena.

Here’s a glimpse into how Jiji evolved from a small startup to a major player in the online classifieds space in Africa:

Foundation and Early Growth:

Jiji was birthed in 2014 in Lagos, Nigeria, by Anton Volianskyi, who took the helm as the company’s CEO. Right from its inception, Jiji was envisioned as a platform where buyers and sellers could meet and transact in a secure and user-friendly environment​​.

Building Community and Content:

In the autumn of 2015, Jiji inaugurated the Jiji blog, a platform aimed at providing visitors with a rich array of information spanning business, technology, entertainment, lifestyle, and much more. This move was not only about building a community but also about enriching the user experience with valuable content​.

Strategic Partnerships:

In 2016, a significant partnership was forged between Jiji and Airtel, a global telecommunications services company. This alliance meant that customers accessing Jiji via the Airtel network would not incur data charges, a move that undoubtedly enhanced user accessibility to the platform​​.

Awards and Recognition:

Jiji’s innovative approach didn’t go unnoticed. In April 2017, it was honored by the Nigeria Internet Registration Association as the most innovative online service of the year. A month later, Jiji was among the finalists in The West Africa Mobile Awards, under the Commerce & Retail Category, further cementing its position as a leading online marketplace​​.

Regional Expansion:

The year 2019 marked a pivotal moment in Jiji’s history when it expanded its operations to five African countries—Nigeria, Kenya, Ghana, Uganda, and Tanzania—following the acquisition of OLX Africa. This move amplified Jiji’s user base and extended its marketplace services to a broader audience across the continent​​.

New Horizons and Acquisitions:

The subsequent years saw Jiji launching its website and app in Ethiopia in 2020, acquiring an automotive company Cars45 in Nigeria, Kenya, and Ghana in June 2021, and in February 2022, acquiring its competitor Tonaton in Ghana while also launching websites in Senegal and Côte d’Ivoire.

These strategic moves not only broadened Jiji’s market reach but also diversified its offerings and fortified its position in the African e-commerce landscape​​.

Growing User Base and Listings:

By January 2018, Jiji boasted over 800,000 ads, with over 160,000 sellers and 7 million unique users per month. Its platform became a go-to place for a wide range of items and services, and it ranked as the 39th overall most visited website in Nigeria by March 8, 2018​.

Jiji’s journey reflects a blend of strategic initiatives, user-centric innovations, and an unwavering commitment to delivering value to its community. Its evolution from a local classifieds platform to a Pan-African online marketplace showcases the potent possibilities inherent in leveraging technology to solve everyday challenges while creating economic opportunities across borders.

How Does Jiji Make Money?

Here’s a look into how Jiji fills its coffers:

Premium Services

The primary revenue stream for Jiji comes from its premium services. These services are designed to give sellers a visibility boost, ensuring that their listings get more exposure on the platform.

Sellers can opt for different packages that place their ads at various vantage points on the platform, increasing the likelihood of attracting buyers​​​​.

Ad Promotion Packages

Under the umbrella of premium services, Jiji offers ad promotion packages like the ‘TOP’ and ‘Boost Premium’ options. The ‘TOP’ option places an ad at the top of search results for a duration of 7 or 30 days.

On the other hand, ‘Boost Premium‘ ensures that an ad appears more frequently in search results over 1-, 3-, 6-, or 12-month periods. They have six different packages ranging from Basic to Diamond & Enterprise, catering to different seller needs and budget capacities​.

Cost-Per-Click (CPC) Advertising

Jiji Cost-Per-Click (CPC) Advertising

In addition to fixed-fee premium services, Jiji offers a Cost-Per-Click (CPC) advertising model through a feature called ‘PRO Sales.’ This feature promotes ads across all possible touchpoints on Jiji, including general listing, category pages, and relevant filtered search results.

Here, instead of an upfront fee, advertisers are only charged whenever a user engages with the ad, making it a flexible option for sellers looking to manage their advertising budget efficiently​.

Subscription Packages

Although not explicitly detailed, mentions of subscription packages hint at another potential revenue stream for Jiji, where users may subscribe for additional benefits, enhancing their buying or selling experience on the platform​​.

Marketplace Transactions

Jiji operates as a classic marketplace model, connecting sellers with buyers. While it allows for free listings, the enhanced visibility from premium services is a lure for sellers to invest in, aiming for quicker sales and better prices​.

Regional Expansion and Acquisitions

Over time, Jiji has also grown through acquisitions and expanding into new markets across Africa. This not only enlarges its user base but also potentially increases its revenue from premium services and ad promotions as more users and listings populate the platform​​.

Jiji’s balanced approach in offering free listings to attract a wide user base, coupled with premium services for enhanced visibility, appears to be a sustainable model. Its varied revenue streams not only facilitate a robust marketplace but also contribute to its growth and dominance in the African e-commerce landscape.

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How it Works

How does Jiji Work

Jiji has risen to prominence as a vital conduit for trade in the online space, particularly in Africa. The platform operates as a digital marketplace, allowing individuals to buy and sell a wide variety of goods and services.

Here’s an insight into the operational dynamics of Jiji:

  1. User Registration:
    • To start, individuals need to create a free account on Jiji. The registration process is simple, requiring basic verification. Users have the option to register using different methods such as Facebook, Google, or by providing their details directly on the platform. Once registered, users gain access to their personal cabinet where they can manage messages, alerts, and profile information, making it a personalized experience​​.
  2. Posting Ads:
    • Sellers can post ads about new or used items they wish to sell. The process involves choosing the appropriate category and subcategory for the item, providing a title, description, brand, model, desired price, and uploading photos. There’s a provision to indicate whether the price is negotiable. Sellers can post an unlimited number of ads for free, making it a cost-effective platform for individuals and businesses alike​.
  3. Direct Communication:
    • One of Jiji’s distinguishing features is the direct communication it facilitates between buyers and sellers, eliminating any intermediaries or hidden fees. This direct interaction fosters transparency and allows for straightforward negotiations between parties.
  4. Search and Discovery:
    • The platform is designed with a user-friendly interface, categorized into various sections to ensure that any item can fit in. This categorization also aids potential buyers in easily searching and finding the items they are interested in. The search functionality is enhanced by the use of filters, making it a breeze for buyers to navigate through the listings and find what they need​.
  5. Safety and Security:
    • Jiji places a high emphasis on the safety and security of its users. Personal ID and financial data are protected, and the platform operates a scam-detecting system to weed out fraudulent activities. Furthermore, a 24/7 support team is on standby to assist with any inquiries, ensuring a secure and supportive environment for trade​​.
  6. Promotional Services:
    • For those looking to boost their sales, Jiji offers promotional services like Boost packages and TOP ads. These services are designed to promote ads, enhancing visibility and thereby accelerating sales. While posting ads is free, these promotional services come at a cost, providing sellers with options to increase their ad visibility based on their budget​​.
  7. Jiji App:
    • The Jiji app provides an on-the-go solution for managing business activities on the platform. Through the app, users can post ads, communicate with buyers or sellers, and manage their account settings, making it a convenient tool for modern-day traders.
  8. Online Store Registration:
    • An added bonus is the opportunity for users to register their store with Jiji. This feature allows sellers to have a dedicated online storefront under the Jiji domain, providing a professional online presence without the need to create a personal website.

By amalgamating user-friendly interfaces with direct communication channels and a robust security framework, Jiji has created a conducive ecosystem for online trade. Its operational model not only simplifies the buying and selling process but also provides avenues for sellers to optimize their online presence and reach a wider audience. Through these mechanisms, Jiji continues to thrive as a reliable online marketplace, facilitating economic transactions seamlessly across borders.

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Jiji’s Financial Footprints

Jiji, being a privately-held company, has limited publicly available financial data. However, from the information gathered, we can sketch a rough outline of its financial journey and current standing.


Jiji has successfully raised significant funding over the years to fuel its growth and expansion across Africa. The company has raised a total of $21 million in funding over six rounds, with its latest funding being a Series D round on October 1, 2021. The primary investors in Jiji include Somersault Ventures and Knuru Capital​​.

Another source mentions that the founders have raised over $50 million in funding so far, indicating that there might be additional funding not publicly disclosed or accounted for in other figures​​.


The exact revenue figures for Jiji are not publicly disclosed. However, the platform’s revenue generation model primarily revolves around its premium services, advertising, and subscription packages, as discussed in earlier sections.


The valuation of Jiji is also not publicly available. However, it’s important to note that Jiji’s platform hosts over 4 million active ads with a combined worth of $10 billion, suggesting a significant valuation​.

Operational Scale:

As of the last available data, Jiji has over 636 employees and operates in multiple African countries, showcasing its substantial operational scale​​.

The financial narrative of Jiji underscores its journey from a startup to a significant player in the online marketplace domain in Africa. Despite the lack of precise figures on its revenue and valuation, the considerable amount of funding raised, coupled with a vast user base and an extensive range of listings, paints a picture of a thriving online marketplace that continues to grow and diversify its revenue streams.

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Jiji’s Competitors

In the bustling online marketplace sector, competition is fierce, and Jiji is no exception.

Here’s a snapshot of Jiji’s competitors, as the platform battles for market share in a rapidly evolving digital commerce landscape:

  1. Local Competitors:
    • Jumia and Konga: These are two of the other major online shopping platforms in Nigeria alongside Jiji. They have been identified as key players driving Nigeria’s e-commerce growth, which stands at an impressive $13 billion. Unlike Jiji, which is primarily a classifieds platform, Jumia and Konga are more akin to traditional e-commerce platforms but they all share the common goal of facilitating online trade in the region.
  2. Regional Competitors:
    • Jabu and Omnibiz: These are listed as some of Jiji’s top competitors in Africa. Jabu is described as a B2B marketplace offering tech-route-to-market development and merchandising for FMCG (Fast-Moving Consumer Goods) brands in underdeveloped areas. On the other hand, Omnibiz is a B2B e-commerce platform connecting FMCG manufacturers to retailers​​.
  3. Financial Footing:
    • The competitive landscape is not just about user interfaces and service offerings; financial muscle also plays a critical role. In a collective sense, Jiji and its competitors have raised over $141 million in funding, showcasing the substantial financial backing that underpins the online marketplace sector in the region​​.

The online marketplace is a battlefield where only the fittest survive. The competition among Jiji and its contemporaries reflects a broader narrative of innovation, customer-centricity, and financial backing that is shaping the future of digital commerce in Africa. Through strategic partnerships, user engagement, and continuous innovation, these platforms are redefining the way individuals and businesses interact in the digital commerce space.

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