How To Build A Marketplace Like JUMIA

Want to learn how to build a marketplace like JUMIA? You have come to the right place.

JUMIA is one of the leading multivendor marketplaces in the Africa region. The marketplace has a steady revenue system and doing quite well in terms of sales. But success comes with competition. There are other marketplaces trying to compete with JUMIA. And you can be one of them.

You may think that creating a marketplace like JUMIA is a difficult task and time-consuming. No, it isn’t.

The Dokan Multivendor marketplace plugin is a popular WordPress plugin that will help you easily create any marketplace. And yes, you can create a marketplace like JUMIA using the Dokan plugin, with all the features and design.

Are you interested in learning how? We will dive deep and guide you through building a marketplace like JUMIA.

Let’s start-

A Little Bit About JUMIA

JUMIA is a leading eCommerce platform operating across multiple African countries. It is often referred to as the “Amazon of Africa.”

Founded in 2012 by Jérémy Hodara and Sacha Poignonnec, JUMIA connects consumers with a wide range of products and services, including electronics, fashion, and groceries.

The platform serves as a marketplace for various retailers, providing them with a digital storefront and access to a broader customer base.

Key Features:

• Jumia offers over 29 million products and services, aiming to be a one-stop shop for consumers.
• The platform has partnered with over 64,000 sellers, enabling them to reach millions of consumers.
• Their J-Force Program is a network of sales consultants who place orders on behalf of consumers, addressing challenges like limited internet access and low trust in eCommerce.

To overcome logistical challenges in regions with limited infrastructure, JUMIA has implemented innovative solutions such as payment on delivery and a network of pickup stations. These measures enhance accessibility and trust among consumers.

JUMIA’s financial performance over the past five years reflects its growth trajectory and the challenges of operating in diverse African markets.

• 2020: Revenue of $159.37 million.
• 2021: Revenue increased to $167.62 million, a 5.18% year-over-year growth.
• 2022: Revenue reached $203.3 million, a 21.28% increase from the previous year.
• 2023: Revenue slightly declined to $186.4 million, an 8.31% decrease year-over-year.
• 2024: Revenue stood at $167.49 million, a 10.15% decrease from 2023.

In the fourth quarter of 2024, Jumia reported a revenue of $45.7 million, down 23% year-over-year, with a gross merchandise volume (GMV) of $206.1 million, a 12% decrease from the same period in 2023.

How to Build a Marketplace Like JUMIA with Dokan Multivendor Marketplace Plugin

You can easily build a marketplace with all the features and functions just like JUMIA using the Dokan multivendor plugin. We will tell you how. But before that, let’s talk a little bit about the Dokan plugin.

As we said earlier, Dokan multivendor marketplace plugin is a popular WordPress plugin for creating marketplaces.

The plugin currently has more than 50000+ active installations on WordPress.org. With its 40+ modules and numerous features, Dokan currently holds the “number 1” position amongst the multivendor marketplace plugins.

WooCommerce powers the plugin, so it supports all the WooCommerce features and themes. You need to do very little customization.

Now, let’s examine the steps to build a marketplace like JUMIA using the Dokan multivendor marketplace plugin.

Step 1: Activate Dokan to Create Your Multivendor Marketplace

After configuring WooCommerce, you need to install Dokan to create a multivendor marketplace for your products.

Installing Dokan multivendor is as simple as installing any other WordPress plugin.

You can install the plugin from the WordPress dashboard by,

• Navigating to Admin Dashboard -> Plugin-> Add New-> Click the search
• Type Dokan -> Install -> Activate.

Dokan multivendor will also provide a setup wizard that will help you easily set up your marketplace. Configuring Dokan is very easy by using its own Wizard.

If you are still confused, go through the video tutorial on Dokan installation.

Step 2: Install a Dokan Compatible Theme

After installing the Dokan multivendor plugin, you need to install a Dokan-compatible theme. Any theme that is compatible with WooCommerce is also compatible with Dokan multivendor.

However, Dokan has its own theme “Dokani” that you can use for your convenience.

You can download the Dokani theme from the Dokan site.

You can find the themes in WP-Admin-> Appearance-> Themes. But make sure the theme is Dokan compatible.

If you choose any other theme, then you will need to customize the theme to make it compatible with your marketplace.

Step 3: Configure Dokan General Settings

After installing and activating the Dokan multivendor plugin, you now need to configure all the basic settings. You will find all the settings options at WP-Admin–> Dokan–> Settings.

From here you can:

• Set up your store terms and conditions
• Create store category (so that vendors can add different categories for their stores )
• Enable payment gateways (more on this in the next part)
• Configure withdrawal methods (more on this in the next part)
• Allow vendors to upload new products
• Create new tags
• Set new product status
• Configure selling options
• Set privacy policy

You can select the pages for the vendor dashboard, order page, store listing, and terms and conditions page from the Page Settings option.

Don’t forget to click the Save Changes button after configuring all the settings. Otherwise, you will lose all your settings.

Also, you need to configure your permalink settings as well. Otherwise, you may get a 404 error on certain pages. Go to WP Admin -> Settings -> Permalinks -> Permalink Settings ->Product Permalinks. Select the check box “Custom Base” for product permalinks and write “/product” on the box.

You have to set your commission rate as well. Go to WP Admin Dashboard -> Dokan -> Settings -> Selling Options -> Admin Commission.

You’ll find different options to insert the percentage or fixed amount. Dokan supports various types of vendor commissions.

Enable Payment Gateways

The Dokan multivendor plugin supports all WooCommerce-compatible payment gateways. So, you will get a wide range of choices to make the transaction process easier on your marketplace.

With the Dokan free version, you can use non-adaptive payment gateways like check payments, bank account transfers, cash on delivery, etc. You can install the WooPayments plugin to get support for credit cards, debit cards, and other payment methods.

However, if you want your marketplace to support adaptive payment solutions like Stripe Connect and MOIP you need to install the Dokan Pro version.

Enable Withdraw Methods for Vendors

Another vital part of running an online marketplace is to ensure a smooth withdrawal system. The Dokan multivendor plugin helps you take care of this section as well.

Go to WP Admin -> Dokan -> Settings -> Withdraw Options. Here you’ll find options to customize the withdrawal method and set the minimum balance a vendor needs to make a withdrawal limit.

You will get more withdrawal options with the Dokan Pro version.

Step 4: Upload Products and Setup Admin Shop If You Want

This is an optional step. If you want to earn some extra money, you can create your store on your marketplace. All you need to do is enable yourself to sell.

Go to Dokan-> Vendors. There you need to enable selling by toggling the button. You can upload your products by navigating to WordPress Backend -> Products -> Add New.

And to upload products from the front end navigate to, WordPress Dashboard -> Vendor Dashboard -> Products-> Add New. Your registered vendors will upload products this way.

Vendors can add functionalities like shipping, taxes, and product attributes from the product creation form.

Step 5: Allow Vendors to Sign up to Your Marketplace

Now that you have added all the functionalities to your marketplace, you can invite vendors to sign up for your marketplace.

Dokan multivendor has a default registration form that will help vendors to sign up to your marketplace.

Or you can create customized registration forms with the necessary fields, especially for your marketplace.

For vendors to start selling, you need to enable selling status from Dokan-> Vendors.

Also, if you want the vendors to upload their products, then you need to change the product status from Dokan->Settings-> Selling options. You need to enable the New Vendors Product Upload

Vendors can upload their products from the front end as we’ve shown above for the admin shop.

You Are Ready to Sell!

Step 6: Launch Your Marketplace

A strategic launch ensures a strong start. Steps include:

• Beta Launch: Test with a small group of vendors and buyers to iron out issues.
• Launch Campaigns: Use platforms like Google Ads and Facebook to promote the launch.
• Content Marketing: Publish blog posts, videos, and case studies to highlight vendor success stories.

Organize a virtual event showcasing top products on your platform. Invite industry influencers and buyers to participate, creating buzz.

Bonus: Add Advanced Features to Your Marketplace

You have given the basic shape of your marketplace and if you want you can start selling. But to truly provide the marketplace experience to your customers and vendors, you need some advanced features.

Also, as you are trying to create a marketplace like JUMIA, you need the features to compete with them as well.

Here is the list of advanced features to improve your marketplace experience-

1. Product Variations

This module allows vendors to create multiple variations of a single product, such as different sizes, colors, or materials.

Customers can select the exact combination they need, enhancing their shopping experience.

Key Features:

• Enable vendors to create unlimited variations for a product.
• Set individual prices, stock levels, and images for each variation.
• Simplify navigation with drop-down menus for variations.

2. Product Add-ons

The Product Add-on module lets vendors offer customizable options for products, such as engraving, gift wrapping, or additional accessories. It provides a way to upsell and personalize products.

Key Features:

• Add text fields, checkboxes, or dropdown menus for customization.
• Charge extra for add-ons and manage pricing seamlessly.
• Enhance customer satisfaction by meeting unique requirements.

3. Product Q&A

This module allows customers to ask questions about products and receive answers from vendors or other buyers. This helps customers make their decisions quickly and increase conversion rate.

Key Features:

• Real-time question and answer functionality.
• Notifications for vendors when new questions are posted.
• Display helpful answers publicly to assist other potential buyers.

4. Vendor Reviews

The Vendor Reviews module enables customers to share their experiences, rate vendors, and provide feedback.

This helps build trust and encourages vendors to maintain quality.

Key Features:

• Collect star ratings and detailed reviews for vendors.
• Highlight top-rated vendors to improve marketplace credibility.
• Allow vendors to respond to reviews, creating an interactive feedback loop.

5. Shipping

Dokan’s shipping feature provides vendors with the flexibility to set shipping rates based on zones, weight, or flat rates, ensuring a transparent and efficient process. Also, the Dokan plugin has a shipment tracking feature that will help customers track their orders.

Key Features:

• Zone-based and weight-based shipping options.
• Integration with popular carriers for real-time shipping rates.
• Vendor-specific shipping rules and policies.

6. Vendor Dashboard

The Vendor Dashboard is a platform where vendors can manage their store operations, from product listings to order tracking, ensuring a smooth workflow.

Key Features:

• Access to sales reports and analytics.
• Easy product management, including bulk uploads.
• User-friendly interface with customizable options.

7. Live Chat

The Dokan Live Chat module enables real-time communication between vendors and customers, ensuring quick query resolution and enhancing customer satisfaction.’

Key Features:

• Instant messaging system for vendors and customers.
• Notifications for new messages to prevent delays.
• Seamless integration with other communication tools.

8. RMA (Return Merchandise Authorization)

The RMA module simplifies the return, exchange, and refund process for customers, ensuring a hassle-free post-purchase experience.

Key Features:

• Automated return and refund requests.
• Customizable return policies for each vendor.
• Detailed tracking of returned products and refund statuses.

9. Dokan Subscription Module

This module allows admins to create subscription plans for vendors. It generates a steady revenue stream while giving vendors access to marketplace features based on their chosen plan.

Key Features:

• Set product listing limits based on subscription tiers.
• Flexible pricing plans with recurring billing options.
• Manage vendor subscriptions easily from the admin dashboard.

10. Vendor Analytics

The Vendor Analytics module provides vendors with detailed insights into their store performance, helping them identify trends and optimize their sales strategies.

Key Features:

• Real-time sales reports and performance metrics.
• Insights into customer behavior and top-performing products.
• Downloadable analytics reports for offline review.

11. Dokan Mobile App

The Dokan Mobile App offers a native mobile experience for both vendors and customers, enabling smooth management and shopping on the go.

Key Features:

• Vendors can manage their stores, orders, and earnings from the app.
• Customers can browse and purchase products effortlessly.
• Push notifications for real-time updates and offers.

12. Ajax Live Search

Ajax Live Search module improves the search functionality by provides instant results. It improves product discovery and reduces search times.

Key Features:

• Real-time search suggestions.
• Filter results by categories, tags, or attributes.
• Seamless integration with the marketplace’s product database.

13. Delivery Time Module

This module allows customers to select a preferred delivery time for their orders, ensuring a seamless shopping experience. It helps vendors manage order fulfillment efficiently and improves customer satisfaction.

Key Features:

• Customers can choose a delivery date and time during checkout.
• Vendors can manage and customize available delivery slots.
• Helps reduce missed deliveries and improves logistics planning.

14. Vendor Vacation Module

With this module, vendors can temporarily pause their stores without affecting their marketplace presence. It ensures transparency by informing customers about vendor unavailability.

Key Features:

• Vendors can set vacation dates and disable orders during their absence.
• A vacation notice is displayed on the vendor’s store page.
• Automatic reactivation of the store when the vacation ends.

15. Single Product Multivendor Module

This module enables multiple vendors to sell the same product, creating a competitive marketplace. It enhances product availability and gives customers multiple buying options.

Key Features:

• Vendors can list the same product with their own pricing and stock.
• Customers can compare prices and choose their preferred vendor.
• Marketplace owners can earn commissions from multiple vendors for the same product.

16. Vendor Verification Module

This module enhances trust in your marketplace by allowing vendors to verify their identity. It ensures customers shop from credible and verified sellers.

Key Features:

• Vendors can verify using documents, social media, or phone verification.
• Verified badges appear on vendor profiles for increased credibility.
• Marketplace owners can review and approve verifications manually.

17. Seller Badge Module

This module rewards vendors with badges based on their performance, helping customers identify top-rated sellers. It encourages quality service and boosts marketplace engagement.

Key Features:

• Assign badges based on criteria like sales, reviews, or response time.
• Badges are displayed on vendor store pages and product listings.
• Motivates sellers to improve performance and maintain quality service.

18. Follow Store Module

With this module, customers can follow their favorite vendors and receive updates on new products, discounts, and announcements. It improves customer retention and engagement.

Key Features:

• Customers can follow stores and receive notifications on updates.
• Vendors can track their followers and engage with them.
• Increases repeat purchases and customer loyalty.

19. Shipment Tracking Feature

This feature allows vendors to add tracking details to orders, helping customers stay informed about their shipments. It enhances transparency and improves the post-purchase experience.

Key Features:

• Vendors can add tracking numbers and courier details.
• Customers receive real-time updates on order status.
• Supports multiple shipping carriers for flexibility.

There you go. These advanced features and modules can take your marketplace to new heights.

Use Dokan Cloud Marketplace to Build a Marketplace Like JUMIA!!!

If you are uncomfortable with WordPress, have trouble understanding all its features, or don’t want to spend much time configuring your marketplace, then you can use the Dokan Cloud Marketplace solution.

Yes, we have another solution that will take care of all the needs of a marketplace owner and help you build a marketplace like JUMIA.

This is the SaaS version of the Dokan multivendor marketplace plugin and can help you launch a marketplace. This platform has features like-

Launch Your Dream Marketplace Today!

Running a marketplace is not easy. You will make mistakes but you need to learn from them. And you have the perfect example of JUMIA. It is not that they have been right in their decision-making all the way. They have also made common marketplace mistakes, but that is advantageous to you. You can learn from them and make sure you don’t repeat those mistakes.

Our guide on learning how to build a marketplace like JUMIA will help you create, design, and manage the marketplace. But the real game starts after that. Your success will depend on your business decisions and your ability to face the challenges.

Good luck!!

If you encounter any problems while setting up any of these platforms, please don’t hesitate to let us know in the comment section. We are happy to help.