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Jumia Kenya Online Store Accused Of Exploitation



Jumia Online store is currently embroiled in a self instigated war with a section of Kenyan influencers that the company has been using to market their products online mostly on Twitter.

It all started with a complaint on Twitter raised by a user Osama Otero who accused the firm of withholding his payment of Sh70,000. While using informal conversations, the fed up influencer used the best language he thought could get the attention of the management that he claim has been taking him rounds for too long.

What followed was a demand letter from a law firm. It has become a norm in Kenya for ambulance lawyers to prey on bloggers as an intimidation tactic.

Osama was given 12 hours to delete the ‘defamatory’ sentiments he had made about the marketing official Ms. Christine Mutugi whom he accused of blocking his payments.


He deleted the tweets in compliance with the the demand letter but the onslaught didn’t end.

He went ahead to cut links with the firm.

Then it went further with others joining in to claim mismanagement in the accounting.

Influencer marketing has been a fret source of income of youths in Kenya where the unemployment rate is close to 60%. It has also become a norm for big corporates who spend millions in mainstream advertising to exploit the emerging marketing force. Some pay very low and some take them in circles to the bitter end of non payment. Osama’s case is not isolated but a one of many who don’t speak out openly for the fear of losing out on other gigs.

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It also opened a box of pandora of complaints from others including shoppers in the platform.


Jumia is a leading e-retailer in Kenya and subsidiary of Jumia Grouo and the first Africa-focused tech start-up to list on the New York Stock Exchange.


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