The CEO of Jumia Egypt, Hesham Safwat, said that the company invested EGP 70 million in discounts during the 2017 Black Friday campaign, which began on Sunday at midnight. During this year's campaign, which is set to run from 12 November until 12 December, Jumia is offering discounts of up to 80 percent on more than 3000 brands, according to Safwat. "Since the start of the Black Friday campaign, more than 1.5 million users visited our website," Safwat said, adding that Jumia received a remarkable 20,000 purchase request during the 2016 Black Friday campaign. Launched in 2012, Egypt's jumia.com was created by Rocket Internet, a German company that specialises in launching online retail sites in the style of Amazon in countries worldwide. The retailer, which was launched almost simultaneously in Egypt, Nigeria, and Morocco, has since soared in the rankings of websites visited in Egypt. E-commerce in particular, generally defined as the buying and selling of goods and services online, has attracted millions of dollars from local and international investors eager to tap into the potential of the Egyptian market, which, with its 33 million internet users, has the largest number of internet users in the MENA region.
