Chinese SMEs tap into Africa's fast-growing market through local e-commerce platforms (Voice_over) China's e-commerce has been increasingly expanding beyond its geographical borders. The country's digital marketplaces are today not only catering to domestic consumers, but are now serving international ones. Zhang Lijuan is secretary general for the Yiwu Cross Border E-commerce Association. She says that innovative digital platforms are what is driving this expansion. (Sound_bite) Zhang Lijuan, Executive Secretary General, Yiwu Cross Border E-Commerce Association: "Yiwu has introduced many e-commerce platforms, such as AliExpress. Notably, Nigeria's Jumia and Kenya's Kilimall cater specifically to the African market. In this regard, these platforms facilitate the movement of products from Yiwu, streamlining the process and reducing communication barriers. This allows African merchants and buyers to purchase from platforms like Jumia and Kilimall with just one click, making the experience highly convenient." (Voice_over) Platforms like Jumia are thriving as they tap into international demand for Chinese goods. (Sound_bite) Tom Hurier, Head, Jumia Global: "So, over a few years we have built like around four main types of partnerships, the first one is with Chinese vendors so today we have thousands of Chinese vendors and Jumia is the main actor in cross border e-commerce between China and Africa." (Voice_over) According to officials, Chinese SMEs are now leveraging Jumia's platform to access millions of potential customers. One notable success story is that of Hu Xuanzhang, a Chinese retailer specializing in clothing. Hu found success in Africa through Jumia. By analyzing consumer data provided by Jumia, he has been able to tailor its product offerings to local tastes. (Sound_bite) Hu Xuanzhang, Seller on Jumia: "The Jumia system is generally efficient, especially in terms of reconciliation and sales data, which can be directly extracted for analysis. The platform's customer service is also commendable—any issues are promptly addressed with detailed responses to ensure satisfaction." (Voice_over) "With affordable shipping and local warehouse solutions reducing operating costs, these SMEs can better serve a growing middle class eager for more diverse and cost-effective products. For Jumia, partnering with Chinese SMEs enhances its product range, enriching diversity and boosting customer satisfaction and loyalty. [Restriction: No access Chinese mainland]